How AI could supercharge ‘go direct’ PR, and what the media can do about it

AI search is shifting how information is delivered, opening the door for companies to shape narratives more directly.

In the past several years, the trend of “going direct” in public relations has gotten trendy. Broadly, the idea is that certain companies—mainly tech startups—stand a better chance of advancing their own narratives by sidestepping traditional PR and media altogether. Instead, the company founder, fellow executives, and partners would post content to the internet and social media to directly communicate with their customers.