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In today's Agency Pulse, gain insight into how:

• PR pros can leverage SMEs to boost AI visibility and strengthen credibility signals in an increasingly machine-driven world.

• Press releases are thriving in the AI age, shaping journalistic content and informing large language models for maximum brand impact.

• Crisis preparation transforms risks into opportunities, ensuring brands stay ahead of viral moments and maintain public trust.

For the uninitiated: Agency Pulse is a free, biweekly newsletter designed for the innovative agency leaders of today and tomorrow. Each article featured below is penned by a member of Forbes Agency Council, a community of successful agency owners and executives on a mission to inspire.

Let’s dive in!

SMEs: Your PR Superpower In The AI Era

AI-driven search summaries and click-resistant platforms are reshaping marketing, with PR emerging as the key to staying visible.

By leveraging Subject Matter Experts (SMEs), brands can build authority signals that AI and buyers trust, making PR a vital component of any modern marketing strategy.

Here’s all you need to know:

🧑‍🔬 Why SMEs Matter Now: Clear, citable SME content is preferred by both AI systems and reporters. Consistent branding through SMEs bolsters knowledge graphs, improving visibility in key buyer questions like “Is it safe?”

⚙️ Steps To Build An SME Program: Develop a roster of 3-6 SMEs, each specialized in 2-3 key areas. Create reusable SME bios with headshots, specialties, and quotable views. Lastly, turn one SME interview into multiple assets (FAQs, videos, diagrams).

🛑 What Not To Do: Don’t treat SME content as one-off thought pieces. Focus on long-term credibility. Also, avoid inconsistency in names, claims, and messaging.

Read The Full Article >

Press Releases Are Thriving In The AI Era

Contrary to popular belief, the press release is far from dead—in fact, it’s found new life in the age of AI. With tools like ChatGPT and Google Gemini relying heavily on structured, credible news content, press releases are increasingly shaping the AI-generated responses users rely on for quick information.

Explore key insights below:

📰 Why Press Releases Work: They offer structured, factual content, perfect for training LLMs. Also, AI depends on credible news sources, often derived from press releases, to contextualize and summarize responses. As misinformation rises, journalists and AI alike still depend on PR for newsworthy, well-researched content.

⚙️ How To Optimize For AI Visibility: Craft concise headers and subheaders that double as potential news headlines. Keep body paragraphs short and focused on the “what,” “where,” “when,” and “why.” Lastly, include visuals like images to enhance AI and journalist engagement.

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Crisis PR: Prepare Now, Act Effectively Later

In today’s instant-sharing culture, even minor issues—like a viral bad review or a disgruntled ex-employee’s post—can snowball into major reputational risks.

Waiting until a crisis hits to act often means losing precious time and credibility. A proactive crisis communications plan ensures businesses are ready to respond swiftly and protect their brand.

Here’s all you need to know:

⚠️ Why Small Crises Escalate Quickly: Viral social media moments can amplify minor issues to millions overnight. Negative narratives in search results or media coverage can drive customers away.

🛠 Steps To Build A Crisis Plan

• Media train key leaders: Prepare spokespeople with on-brand messaging and the confidence to handle tough questions.

• Define your crises: Plan for different scenarios, from viral reviews to misinformation, with clear response protocols.

• Pause routine comms: Stop standard posts to avoid appearing tone-deaf, and use pre-approved crisis templates like “We’re looking into the situation.”

🔄 After The Crisis

• Evaluate your response: What worked? What fell short?

• Address root causes: Fix the issue to prevent recurrence.

• Decide follow-ups: Issue updates through press releases, videos, or customer emails if needed.

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Wrapping Up

If these articles sparked your interest, we have a network that you will love: Forbes Agency Council.

This exclusive, highly vetted community brings together the brightest agency owners, founders, and executive leaders.

Put yourself at the forefront of the agency landscape with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Agency Council today, and become part of a group driving transformation in this field.