PR was the discipline most UK marketing leaders had begun to deprioritise — until LLMs started picking which brands to recommend.
UK brands receiving Tier-1 publication coverage are seeing 3.7x higher LLM citation likelihood versus equivalent brands without — measured in ChatGPT, Perplexity, and Claude responses.
The new discipline is earned discoverability: targeted earned PR plus deliberate presence on LLM-citation sources, plus reputation auditing across AI engines.
Published by Creative Marketing Research, the independent research division of Creative Marketing Group.