01. Design “algorithm-legible” assets.
Turn your angle into short video, carousels, and quotable tiles; optimise for IG ranking signals (recent interactions, interests, relationship). Add descriptive captions that reward saves and shares.
All Insights The Future of Stakeholder Comms
PR in the Age of Algorithms: Earned Attention When Feeds Keep Changing
The new game isn’t “get coverage and hope people see it.” It’s “earn attention that survives the feed.” Platforms and search are increasingly gate-kept by ranking systems and AI summaries, which decide who sees what and when. Your story must be engineered for signals algorithms reward (quality interaction, watch time, saves, link intent), while building trust and destinations you control (owned channels, newsletters, communities). Global data shows audiences are shifting away from homepages and TV toward social/video and aggregators; trust is flat and attention is fragmented. That means PR must design for distribution from day zero—not after the press release.
Five Moves That Work Now
02. Think “search + synth.”
AI Overviews and answer boxes reduce link clicks; put your strongest proof in the snippet (stats, POV, explicit brand). Publish the full story on an owned page with schema so when people do click, you capture them.
03. Influence the “why this video.”
Platforms increasingly surface why a user is seeing content (TikTok “Why this video”); seed creative that maps to known interest clusters and keeps viewers watching past second 3.
04. Make trust the outcome.
In low-trust environments, clear expertise, helpfulness and repetition across channels build credibility faster than stunts. Cite independent proof; put execs in explainers, not slogans.
05. Measure for meaning.
Track message pull-through, qualified traffic, newsletter opt-ins, and SOV—not just impressions. Journalists and PR teams are both adapting to AI and platform shifts; align your KPIs to earned outcomes.