Episode #485
PRovoke Podcast: PR Newswire's Susan Wohleking On Brand Authority In The Age Of AI
As audiences increasingly turn to AI platforms for information, simply being visible is no longer enough. Brands also need to think about whether they are being understood, trusted, and surfaced as authoritative sources. In this episode of the PRovoke Media Podcast, APAC editor Camillia Dass speaks with Susan Wohleking, senior vice president of marketing at PR Newswire, following the PRovoke Media Asia-Pacific Summit in Singapore. They explore how AI is reshaping brand discoverability and authority; why earned media and credible third-party coverage could become even more valuable in an AI-mediated information environment; and what happens when AI gets a brand wrong. The conversation also looks at who should own AI visibility across marketing, communications, SEO and digital teams; why brands may need to communicate more consistently throughout the year; and how communicators should rethink measurement as audiences increasingly get answers without ever clicking through to a brand's website. Wohleking also discusses the continued role of traditional metrics alongside emerging measures such as AI mentions and citations, and why communicators should move beyond single-channel strategies as search and discovery continue to evolve.
