How AI changes search and trust signals

In this episode, Cary sits down with Nancy Marshall, also known as the PR Maven and founder of Marshall Communications, celebrating 35 years in business. Nancy shares stories from her early days in public relations - literally driving press releases and VHS tapes across snowy Maine - and connects that experience to today's AI-driven world.

They dig into how PR has evolved from mimeograph machines to media rooms optimized for AI search. Nancy explains why business owners need to think differently about visibility now that AI tools like ChatGPT are influencing how information gets found and trusted. She also shares how she's using AI in her agency for leadership decisions, crisis prep, and even liver recipes from her gym.

The big takeaway? AI isn't replacing humans - but it is changing how we show up, how we build trust, and how we get discovered.

• AI rewards structure and credibility. Well-formatted press releases, updated websites, expert quotes, Q&A sections, and trusted media coverage all help businesses show up in AI-driven search.

• Talk to AI like a teammate. Nancy learned to move beyond one-and-done prompts and instead have a back-and-forth conversation. Giving AI context, assigning it a role, and asking it to interview you can dramatically improve results.

• Humans still matter. AI can brainstorm crisis scenarios and draft plans, but validation, ethics, relationships, and judgment still belong to people.

Nancy Marshall is the founder of Marshall Communications, a Maine-based PR agency celebrating 35 years in business. Known as the PR Maven, Nancy has built her career on relationship-building, storytelling, and helping brands earn trust.

She began her PR career at Sugarloaf, where she mastered media relations long before the internet existed - typing press releases on an electric typewriter and hand-delivering video footage to TV stations across Maine.

Today, Nancy continues to evolve with the times. She actively studies AI, recently completing leadership training based on Jeff Woods' book The AI-Driven Leader. She applies those tools to crisis communications, media training, and strategic planning for clients - including work connected to Maine's tourism industry.

Nancy is also a strong advocate for LinkedIn as a trust signal in the AI era and encourages professionals to stay visible and credible online.

You can connect with her at:

• Website: www.prmaven.com

• LinkedIn: Nancy Marshall

RESOURCES SHARED

You can find those here: https://chatgptexperiment.com/episode-100-how-ai-is-changing-public-relations-with-nancy-marshall/

Cary offers customized one-on-one ChatGPT training in 60 minute sessions. Find out more information on the sessions, answers to frequent questions, and how to register at www.ChatGPTExperiment.com

+++++++++

CONNECT WITH CARY

ChatGPT Podcast Website: www.ChatGPTExperiment.com Marketing Podcast: www.PracticalMarketingShow.com Cary's Agency Website: www.CMWeston.com LinkedIn: https://www.linkedin.com/in/caryweston

LINKEDIN NEWSLETTER The Chat GPT Experiment is also a LinkedIn Newsletter and you can find it here: https://www.linkedin.com/newsletters/the-chat-gpt-experiment-7110348839919702016/

MUSIC CREDITS The instrumental music used in this podcast is called "Curious" by Podington Bear".