You don't need to write the code. You need to know what to ask for.
The modern PR Team's Cheat Sheet for AI visibility starts with understanding structured data. Schema markup used to be an SEO concern. In an AI search world, it's a PR concern, because schema is how machines parse the facts of your brand: who you are, who runs you, what you sell, and what others have said about you. Get it right and your content becomes easier for AI to retrieve, cite, and recommend.
The Five Schemas Every Brand Needs
1. Organization
The foundational entity for the company. It tells AI your legal name, founding year, founders, headquarters, social profiles, logo, and key official URLs. Every site needs one Organization schema in the homepage source code, complete and accurate.
2. Person
Used for executives and named experts. Each Person schema includes name, title, employer, education, notable affiliations, and links to verified profiles. This is how AI knows the difference between two CEOs with the same name.
3. Product (or Service)
For each major product or service. AI recommendation queries lean heavily on Product schema to surface what a brand actually sells and how it differs from competitors.
4. FAQ
FAQ schema explicitly maps questions to answers in a format models can extract. The questions should be the actual queries customers ask. The answers should be definitive, sourced, and dated. FAQ schema on your top 20 highest-intent pages is one of the highest-leverage AI moves available.
5. Article
For every editorial piece on the site — Article schema with headline, author, date published, date modified, and publisher. This is how AI knows your insights are current and authored by a credible source.
What to Brief Your Web Team to Do
Audit the homepage and top 20 pages for existing schema. Most sites have partial or outdated implementations. Implement or update Organization schema with full Wikidata-aligned attributes. Add Person schema for the C-suite and key spokespeople.
Validate everything in Google's Rich Results Test and Schema.org's validator.
The PR-Team Takeaway
Two questions on every .
