Without connected strategy, you’re leaving opportunities on the table

94% of B2B buyers use large language models as part of the buying process, according to a Forester 2025 global study. Consumers are slightly earlier in the curve, but rapidly growing and according to Capgemini, about 58% are replacing traditional search for Gen AI recommendations. 

You don’t need me to tell you that optimizing your marketing and communications strategy for this is crucial for survival. But one mistake I see companies repeatedly make is putting too much emphasis on gaining visibility (usually by trying to show up everywhere) while overlooking how you’re contributing to the conversation in a valuable way. 

Most LLMs pull their data from:

🔎 Social Media Posts

🔎 Media Coverage

🔎 Podcasts 

🔎 Community and Third Party Review Platforms 

If you’re not showing up in these places, you’re increasingly less likely to be part of the buyer’s decision. But it's not just where, but HOW you show up that makes the difference. Unlocking that requires understanding and utilizing the full ecosystem of earned media, paid partnerships, strategic collaborations (including  podcasts, influencers…etc.), SEO, newsletters and relationship building. 

This is exactly what PR is about and good integrated comms strategy does this through: 

✅ Messaging that is consistent across multiple platforms (owned and earned). This builds credibility and trust. 

✅ Messaging that provides value to your core audience (buyers, donors and stakeholders). Think from their perspective: Why should I care? If what you’re sharing (social post, media interview, guest contribution) doesn’t answer that, it’s not worth your time.

✅ Messaging that is aligned to your overall goals and priorities. This is what propels your business forward. A spot on the Today Show isn’t beneficial if your goal is to get developers to license your software. 

This is what integrated communications is: connecting you with opportunities to grow your authority, visibility, reputation and relationships. If you’re not focused on strategy that builds those cohesively, you’re not getting the full return on your output and leaving opportunities on the table.