Today, it is no longer the first page of Google alone that determines whether a brand gets noticed. What matters is whether it appears in the answers generated by ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews. That shift comes with a new role for PR: the biggest lever for AI visibility is not your own content, but what others publish about you. Earned media is becoming the dominant currency – and PR the strategic key discipline.