Things Are Changing in Comms: Welcome to the Dual Pathway
The workflows (and GPTs) that make visibility durable in the AI era.
hi, team pr@ctical.
we’ve officially entered the dual-pathway era of communications.
your content now has two audiences:
👤 humans reading your words
🤖 machines indexing and ranking them
earned coverage alone isn’t enough anymore, yet it’s one of the most important starting points in this AI era. if it’s not converted into owned, structured, ai-readable assets, it may not have long-term value.
ai-driven search traffic is up 527% in five months.
that’s why this week i’m dropping not sharing “what i know to be true today” advice, but two working gpts you can use right now to run the workflows that keep your brand visible.
🛠️ the pr@ctical workflows that keep you surfaced
1. earned → owned in 20 minutes
coverage is step one, not done. turn every media mention into an ai-indexed recap:
headline shaped like a prompt
short summary + credit link
evergreen explainer page linked internally
schema markup tested in google’s rich results tool
resource to use: recap + press release optimizer
check out the steps here
2. make your faq page an ai magnet
answer engines love clean q&a. pick five real customer questions, answer in full sentences, and add faq schema. test prompts in perplexity, gemini, and chatgpt.
gpt to use: faq magnet builder → generates schema code + test grid.
3. apply the t.r.u.s.t.™ layer
the content ai amplifies is the same content humans trust: topical, relevant, useful, search-equipped, timely. run every draft headline, release, or blog through this filter.
gpt to use: t.r.u.s.t. layer coach → gives you an ai-ready edit in seconds.
download the pdf image here:
the comms industry is undergoing its biggest transformation since social media. but unlike then, you don’t have years to adapt. ai indexing moves fast.
that’s why i’m building not just commentary, but tools. so you can:
test your own visibility
run durable workflows in under 30 minutes
train your team in real-time execution
because in 2025, visibility isn’t earned or owned. it’s sustained across both pathways and it’s
stay sharp, stay visible,
sarah
🪄 pr@ctical—where sharp taste meets sharper tools.