What's in store for this edition:

• Are LLM’s the New Google?

  • An Evolution of Visibility

  • What do search results have to do with Public Rela …

  • How to optimize your PR efforts for LLM visibility

• NEWSWORTHY: Top Super Bowl ads- and the winner is...

• COOL or CRINGE: Waffle House and it’s egg surcharge 🧇 🍳

• TOOLKIT 🧰 — X Business Marketing Calendar

• Attention Seeker of the Week 🐶

Are LLM’s the New Google?

I say “Marco”, you say….”Polo.”

This simple game perfectly illustrates how ChatGPT works. At its core, it predicts which words are most likely to follow other based on vast amounts of internet text.

Large Language Models (LLM’s) take large swaths of language, or text data, and apply complex algorithms that ensure coherent sentence structure, proper semantics, and correct grammar. These models power the list of AI chatbots such as ChatGPT, Claude, Gemini, LLaMA, DeepSeek and others.

Understanding how ChatGPT and other LLMs work is essential because it is changing the way we search in a big way. 

Google has dominated the world of search engines for so long that the company name has now become a verb (“just google it”).

However the use of ChatGPT and other LLMs for search is is taking off, and is changing the world of search engines, in a way NEVER seen before. We are seeing a significant shift in the way people access information.

An Evolution of Visibility

• It used to be that appearing on the front page of a newspaper, especially “above the fold”, was where you wanted to be found.

• Then, it became the first page of Google search results was the desired spot.

• Now we have a new way to get information that is quickly turning the world of search upside down. LLM’s search results are the new front page.

What do search results have to do with Public Relations?

When companies want people to easily find them online, they use two important tools: Public Relations (PR) and Search Engine Optimization (SEO).

These work together like best friends to enhance online visibility and brand reputation.

How so? PR activities naturally generate high-quality backlinks through media coverage and editorial content. When reputable news outlets and industry publications feature an organization, they often include links back to the company's website, which significantly improves search engine rankings. These authoritative backlinks serve as trust signals to search engines, boosting the website's domain authority.

How to optimize your PR efforts for LLM visibility

To appear in ChatGPT results, focus on strategic public relations. The key is ensuring your brand and message appear consistently across the web. Here's how:

• Secure appearances on podcasts, YouTube channels, and conferences.

• Request that hosts and organizers use your specific biographical snippet.

• Maintain consistent phrasing across all platforms.

• Ensure your exact wording appears frequently across different sources.

The more your precise phrasing appears across reputable sources, the more likely it will be incorporated into LLM training data. This consistent repetition across hundreds of sources strengthens your digital presence and increases visibility in AI-powered searches.

Do this now:

1. Review your messaging.

2. Do you have a pattern of words that you use to describe your service?

3. Are you putting into practice your PR plan and refining it?

Get PR techniques from recent news.

Top Super Bowl Ads… and the winner is

Budweiser “First Delivery”

Did you enjoy the big game and it’s even bigger ads? Which was your favorite?

It seems that the winners include the underdog (always a great story archetype), all-American agricultural values and made-in-America messaging, while tech ads were at the bottom of the list.

Which one was your favorite? What about your least favorite?

✍️ Key PR Takeaway: Know your audience and what’s of biggest concern on their mind. The Meta ad about rich and famous people eating an expensive art installation is hard for people to get behind when they can’t even afford eggs. The OpenAi ad about humanity, devoid of humans also appears to have fallen flat.

Learn from others.

100% Cool : 0% Cringe

Is Waffle House and it’s egg surcharge 🧇 🍳

With the egg supply suffering because of the bird flu outbreak, Waffle House has to put a temporary surcharge of 50 cents per egg for the items containing eggs.

What did waffle house do to communicate to customers the change?

They issued a statement, thanked customers for understanding, posted signs at restaurants and on the menus. They also let customers know they are monitoring egg prices and “will adjust or remove the surcharges as market conditions allow.”

✍️ Key PR Takeaway: If you find it necessary to have a price increase or surcharge due to external factors, be empathetic, transparent, and clear in your communications. By doing this you show you are thoughtful, committed to quality, and committed to doing right by your customers. That in the end will help build loyalty.

Useful PR Resources.

🧰 TOOLKIT

X Business Marketing Calendar

An great place to find out what is happening. Plus, it’s international. Choose which country you’re based to filter what’s relevant to you and you’ll see a huge list of holidays, television awards, sports events, social media holidays and more.

Use this FREE resource in your social media and marketing planning.

Even more, use it in you PR plan.

Attention Seeker of the Week

Spiegel, the 5 year-old-Labradoodle, who is considered the bestest boi. When Spiegel requires attention, which is often, he wiggles his butt, stares you in the eyes, and jumps on the couch for snuggles. Spiegel, you’re too cute.

I would love to feature your fluffy attention seeker! Who’s next?

I noticed influencers were especially busy this week in different super bowl promotions. It would be interesting to see stats on how those promotions worked out. Let me know if you find any.

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️