GEO and ‘zero-click’ search are reshaping audience behaviour, forcing publishers to adapt – so what are the best practices for PR in the age of AI?
At a recent Roxhill event, Harry Clarkson-Bennett, Head of SEO at The Telegraph, and Elyse Popplewell, Head of Audience Engagement at The Times, shared how shifting audience behaviour is reshaping their media strategy.
From evolving search habits to new distribution channels, they outlined the structural changes underway – and what they need now from PR teams. One clear message emerged above all: loyalty, community and humanity will become even more valuable in a landscape saturated with automated output.
What's changed?
AI is no longer a separate destination – it’s become embedded into the default search experience.
From Google’s AI overviews to AI-generated summaries across platforms, users are increasingly getting what they need without clicking through. As a result, search engines are evolving into ‘answer engines’, reducing the need to visit publisher sites.
The pivot to loyalty
‘Zero-click behaviour’ means publishers lose visibility, attribution and traffic. This means that traffic-led models are at risk and publishers need to pivot.
Both speakers agreed that subscriptions are the strongest defence against AI. Unlike traffic, subscriptions offer a direct relationship with a loyal, habitual audience.
As a result, the focus is shifting from reach to retention.
How publishers are building direct relationships
To support this shift, publishers are prioritising channels they control and experiences that reward loyal readers. For many this means committing to:
- Apps as their most important product
- Email newsletters, which play a key role in retention
- Comment sections, which are being treated as community spaces
The goals are to deepen trust, and to create a sense of belonging that extends beyond individual articles.
Community as the differentiator
Publishers are also leaning into something AI can’t replicate: community. Many publishers are thinking about how to be a forum for shared values, foster discussion, and create subscriber-only spaces.
Loyal readers value engaging with like-minded people and participating in debates and discourse.
This has also reshaped journalists’ roles – their remit is expanding beyond just writing to actively engaging with readers: hosting live Q&As, contributing to comment threads, and sustaining dialogue. Comment moderation and community engagement is increasingly valued as a core editorial function.
This visible human presence is a strong counterweight to AI-generated content – offering clear proof of the knowledgeable people behind the stories.
The shift to fewer, better stories
Many outlets are also reducing their output, but raising the bar for every piece of content they produce – each individual story has to work hard to increase retention. So far, evidence has shown that prioritising quality over quantity has worked in increasing overall engagement.
And while evergreen content is more vulnerable to AI summarisation, breaking news retains value, because it requires trust, authority and immediacy.
In short, the goal is shifting from broad appeal to deepening relevance among loyal audiences.
Increased investment in social and video
Resource is being reallocated towards video and social storytelling.
Investment is also going into personality-led journalism, building content streams around recognisable spokespeople – star columnists, subject-matter experts and unique voices.
Again, humanity is the counterweight to AI – audiences are drawn to real people and their opinions, not just information.
What this means for PR in the age of AI
As publishers prioritise quality over quantity, their tolerance for generic, untargeted pitches is shrinking. Editorial thresholds are higher, and success depends on relevance, originality and a clear fit with the publication’s audience.
That requires a deep level of understanding of who their audiences are, how they engage, and which desks or journalists serve them.
Relationship-building is also becoming more important. Strong connections with key journalists and contributors will increasingly determine whether your coverage gets seen.
At the same time, the bar for content is rising. Visual and multimedia assets – high-quality imagery, video, and behind-the-scenes access – can significantly increase a story’s chances of success, particularly as publishers prioritise formats that drive engagement and social reach.
The future outlook
AI won’t replace high-quality publishers, but it will expose the weak ones.
The most resilient organisations will be those that are truly audience-led: building strong brands, fostering direct relationships, and investing in trust, credibility and distinct editorial voices.
For PR in the age of AI, success will depend on precision, long-term partnerships, and a clear focus on value over volume. Original insight and human storytelling will carry more weight than ever.
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One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
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