Highlights From “Fighting for Attention Amid AI-Filtered Media”
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Hi! Our recent seminar with Fullintel (a T2B Pro Perks partner) dug into a question we’re all facing right now: What happens when algorithms, not editors, determine what audiences see? Although AI may be changing the rules around best practices, it’s also giving us new ways to get our stories out there and make them stick. Here are 10 highlights from our discussion:1. AI is everywhere in life sciences. Professionals in our field use AI at nearly 4x the rate of other industries (31% vs. 8%), which means both opportunities and new comms challenges. 2. Update measurement for the AI era. Use the Barcelona Principles – the global industry standard for communications measurement and evaluation – but adapt them to track trust and influence in AI-driven environments. 3. Watch where audiences actually use AI. Google’s AI mode now captures 95%+ of web traffic, far outpacing ChatGPT, making it the place to monitor audience behavior. 4. Blend PR + SEO into GEO. When public relations and Search Engine Optimization work together, you’re really doing Generative Engine Optimization, which is the key to visibility in AI results. 5. Help AI “read” your website. Add schema tags – a behind-the-scenes code you add to a webpage – so AI systems can easily pull company details, research findings, and dates. 6. Start small to build credibility. Share consistent wins on your owned channels (blog, LinkedIn, website) rather than waiting for big announcements. 7. Borrow credibility from others. Expert quotes and authoritative citations make it far more likely your content will be surfaced by AI systems. 8. Pitch outlets with AI partnerships. Media that work directly with AI platforms gain traffic and offer extra visibility for your stories. 9. Measure “share of model.” Track how often your brand shows up in AI responses vs. competitors (like "Blue Jays have 40% market share" in sports queries), then layer in sentiment and engagement. 10. Test, track, repeat. Experiment with prompts built around audience personas and measure both media coverage and AI search results to capture the full impact of your communications strategies. Big thanks to Angela Dwyer and Janes Rubec for the smart insights. We left this one feeling energized about the possibilities AI opens for our profession. Lynnea P.S. - Enjoy this conversation about AI? We’ll be diving deeper on this topic, plus other timely issues, at our Virtual Biopharma Comms Forum, The Ripple Effect, on September 18th. Sign up here! |
T2B Monthly
T2B Monthly | August 2025 New meetups, countdown to T2B Virtual Forum, recaps of August convos, and more! I always think August is going to be a quiet month, but between coast-to-coast meetups, a brand-new masterclass, prep for September’s forum, and some memorable conversations over the past few weeks, this newsletter is packed! We have a few “firsts," too: Our first Philly meetup, our first D.C. meetup, and a first look at how September’s Ripple Effect Forum is shaping up. And of course,...
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