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In many ways, generative AI
is taking us back to the very
foundations of public rela-
tions. The fundamental dif-
ference between advertising
and PR has always been sim-
ple: advertising is when you
say you are good; PR is when
someone else says it for you.
This is where the true value of
Relationship Capital comes
into focus. Long-term rela-
tionships no longer shape
an organisation’s reputation
only in the eyes of people—
they also become part of the
digital footprint that AI sys-
tems rely on when generating
responses.
In an environment where the
information landscape is be-
coming increasingly fragment-
ed, reach alone is no longer
a competitive advantage. An
organisation may reach mil-
lions of people and still fail
to be perceived as a credible
source. By contrast, compa-
nies that consistently invest
in strong stakeholder relation-
ships gain something far more
valuable: legitimacy.
When respected
media outlets cover
acompany, recognised
experts speak about it,
credible independent
sources reference
it, and customers
share authentic
experiences, they
collectively create
a trusted network
of information—one
that informs not only
people, but generative
AI systems as well.