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Im Mittelpunkt stand dabei die Frage, welche Drittquellen Künstliche Intelligenz als vertrauenswürdig einstuft – und mit welchen Maßnahmen man dort hineinkommt.\u003C\u002Fp>\u003Ch2>Highlights des Webinars\u003C\u002Fh2>\u003Cp>Im Webinar wurde Schritt für Schritt erklärt, wie klassische PR und Digital PR zusammenspielen, welche externen Quellen KI-Systeme zitieren und wie Unternehmen ihre Präsenz in diesen Quellen gezielt aufbauen können – von der strategischen Vorbereitung bis zur konkreten Presseaussendung.\u003C\u002Fp>\u003Cp>Dabei wurden unter anderem folgende Fragen beantwortet:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cp>Was ist PR, und warum liefert sie genau das, was KI-Systeme positiv bewerten: Vertrauen, Relevanz und Autorität?\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Wie entwickle ich ein Kommunikationskonzept mit klaren Zielen, Dialoggruppen und Stoßrichtung?\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Welche Drittquellen zitiert die KI – von Bewertungsplattformen und Wikipedia über Fachmedien und Listicles bis zu redaktionellen Berichten?\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Wie finde ich händisch und mit Tools heraus, welche Quellen in meiner Branche relevant sind und wo die Konkurrenz sichtbar ist, ich aber nicht?\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Wie spreche ich Journalistinnen und Journalisten richtig an, und was bringen Presseaussendungen für die KI-Sichtbarkeit?\u003C\u002Fp>\u003C\u002Fli>\u003C\u002Ful>\u003Ch2>Das zentrale Learning\u003C\u002Fh2>\u003Cp>Eine der wichtigsten Erkenntnisse des Webinars: Die eigene Website ist Pflicht, reicht aber nicht. KI-Systeme gleichen Aussagen von Unternehmen aktiv mit externen Quellen ab, bevor sie diese als vertrauenswürdig einstufen – besonders bei kaufnahen Anfragen. Je mehr redaktionelle Prüfung und Themenautorität hinter einer Quelle stehen, desto höher ist die Wahrscheinlichkeit, zitiert zu werden. Erwähnungen in der Fach- und Branchenpresse wirken dabei stärker als markeneigene Inhalte.\u003C\u002Fp>\u003Cp>Die gute Nachricht: PR muss dafür nicht neu erfunden werden. Bewährte Disziplinen wie Journalistenansprache, exklusive Daten und Studien, Expertenkommentare oder die Pflege von Bewertungen werden um die KI-Perspektive erweitert. Presseaussendungen können bei Informationsanfragen ein schneller Weg in die KI-Antworten sein und Fakten absichern – vorausgesetzt, sie sind klar strukturiert, enthalten die Kernbotschaft in Titel und Lead und werden über Portale mit hoher Quellen-Autorität verbreitet. 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