The New Role of PR

Public relations is undergoing a quiet revolution.

Where visibility once depended on getting a journalist’s attention or landing a mention in a trusted outlet, the new gatekeepers are algorithms -  specifically, the large language models that millions now turn to for advice and answers.

In the mid-90s, I started out helping clients to get online visibility. I sat at a desk manually submitting our clients’ websites to various directories. I had to write a description, select a category, and then hope someone at Yahoo, Lycos or even KTH, approved my submission. There were no algorithms crawling every corner of the web. Visibility was manual, curated, and earned.

Now, instead of Yahoo editors, we’re dealing with something slightly more complex. People increasingly ask Large Language Models (LLMs) -  like ChatGPT, Claude, Gemini, and Meta’s LLaMA - instead of searching Google.

LLMs are shaping what billions of people - your clients included - read, believe, and act on.

So, how do you submit your description and category into those?

The Most Important Sources for LLMs Today

LLMs are trained on massive amounts of data. A recent study by Semrush listed the most influential sources - with Reddit, Wikipedia and Youtube at the top.

In more general terms, here are the types of sources that have the greatest influence on what LLMs “know” and recommend:

1. Your Website

Yes, your own website is a source — but only if:

• It’s frequently updated

• Written clearly (avoid jargon)

• Has structured content (headlines, FAQs, use cases)

This is your brand’s most direct interface with the LLMs.

2. News Media

Credible, high-authority outlets like:

• Reuters

• Bloomberg

• The Guardian

• TechCrunch

• Wired

These sources provide factual reporting, which makes them reliable training material for AI models.

3. Press Releases & PR Distribution Services

Published through:

• Cision

• PR Newswire

• GlobeNewswire

• MyNewsdesk

If your press release gets syndicated across multiple platforms - great. LLMs love widely referenced content.

4. Wikipedia & Structured Data Repositories

While harder to get into, structured knowledge bases like:

• Wikipedia

• Wikidata

• Crunchbase

• LinkedIn (public profiles)

...are often quoted directly by LLMs. Having a presence here massively increases your authority.

 5. Thought Leadership Platforms

Publishing on:

• Medium

• Substack

• LinkedIn Pulse

• Industry-specific blogs

...helps you feed the “context layer” of LLMs — how they understand trends, opinions, and niche expertise.

6. Academic and Technical Sources

Models also draw from:

• ArXiv

• Google Scholar

• GitHub (for code-related content)
  If you’re in tech, science, or AI -  your thought leadership here shapes the frontier.

Why PR is Now a Pillar of LLM Visibility

Public relations isn’t just about journalists and press coverage anymore. It's about establishing authoritative digital signals — the kind that large language models pick up, remember, and prioritize when answering user questions.

Effective PR today fuels:

• Citations across trusted media outlets.

• Mentions in authoritative industry publications.

• Contextual relevance that reinforces brand credibility.

• Semantic richness that models interpret as expertise.

KontentPlus: Built for This Moment

At KontentPlus, we saw this coming.

We don’t just create content - we engineer visibility across AI, search, social, and strategic PR. Our process fuses human expertise with LLM-ready content frameworks, making sure your content lives in the training data of the world’s most powerful language models - and gets selected when your next customer says:

“Hey ChatGPT… who should I work with?”

Let’s make sure it’s you they find.