As OpenAI forges strategic content agreements with major publishers, the landscape of media relations and earned media is undergoing a fundamental shift. In this interview, Shalu Jha, Co-Founder and Chief Operating Officer, PRandit, talks about how these collaborations are changing the way news is sourced, distributed, and consumed, pushing PR professionals to rethink their approaches. Traditional methods of relying solely on newspapers and television are no longer sufficient; integrating AI-driven strategies is now essential to staying relevant and impactful.How do you think OpenAI?ÇÖs content agreements with major publishers will impact the future of media relations and earned media for PR professionals?The collaborations of OpenAI with prominent publishers reposition AI as a means to find news, changing how content is distributed and the significance of earned media. These partnerships with key outlets mean that AI models used in these platforms are trained on AI applications like ChatGPT. This means that PR needs to reconsider its goals. It is not enough to speak to people through newspapers and TV anymore; PR professionals need to incorporate AI that will help us understand how people will consume content in the future, which will help redefine the industry.With AI models gaining prominence, what strategies should PR teams adopt to optimise their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?Since AI has started playing the role of supplementary, or even sometimes the primary tools of data search, PR teams should focus on developing content that is high-quality and optimised to be effectively consumed by AI systems. Organising data in properly structured format, correct tagging and working closely with licensed publishers can go a long way in helping PR professionals ensure that their message as captured by AI is correct. Content that?ÇÖs easy to understand, from dependable sources, and machine-readable will stand out as AI models give preference to sources with which OpenAI has licensed.Given the increasing integration of AI into news consumption, how do you foresee the evolving role of PR in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations?Since the integration of AI increases in the media consumption, PR will have more duties in managing the relationship with the AI platforms. This shift could be towards following ethical standards, and correcting for biases so that AI platforms portray information correctly. It suggests that editorial content partnerships are important for credible deep AI outputs, which PR can utilise to promote more credible, verified media content. In doing so, the PR professionals will be able to contribute to the making of a more reliable media space.