Today, buyers don’t just use Google to search; they ask ChatGPT and other large language models (LLMs) who to trust, who to work with and which brands stand out.

These systems don’t rely on adverts or self-promotion; they source their information from credible, third parties such as respected press and media coverage, expert commentary in thought leadership articles and consistent brand authority.

In this dynamic and interactive masterclass, Alison Shadrack Brown, Founder of Adia PR, will show how strategic PR builds the credibility and reputation that journalists trust, customers act on and AI models reference when generating recommendations.

PR is evolving in the digital age of AI.  Businesses that invest in authoritative PR are not only more visible in the press and online, they are more likely to appear in AI-led research, comparisons and recommendations.

LLMs trust press coverage as an authoritative source, so the more positive and consistent stream of news you have appearing in the press, the more LLMs will be able to build a profile of your business to share with your potential prospects.

Drawing on real client examples from Adia PR, Alison will show how effective PR builds a compounding digital footprint across high-trust publications – for both the business and the personal brand of the founders – shaping how people and AI perceive, talk about and recommend your brand.

This session blends traditional PR expertise with a practical understanding of how LLMs interpret credibility, enabling entrepreneurs to future-proof their visibility, reputation and growth.