fbpx

Earned Media: Your Brand’s Secret Weapon in the AI Era 

/ Brand Marketing, Media Relations, Public Relations / By

We know, there’s a lot of buzz (and confusion) about how brands show up in AI platforms like ChatGPT, Perplexity and Google’s Gemini. Some people are excited, some are nervous, and most are just trying to figure out what it all really means.  

Here’s the truth: AI is changing how people find and form opinions about your brand. When someone hears about your company for the first time, what’s their next move? They probably Google you, or now, they might drop your name into ChatGPT just to see what comes up. What they find in those first few seconds can shape how they feel about you, whether they trust you, want to learn more or decide to move on. 

So, how can you influence what shows up there? Well, there’s a few things, but information shared by credible resources (or earned media as we like to call it) is by far the most powerful, especially in the age of AI. 

 Here’s why: 

  1. AI rewards credibility and you can’t beat a trusted news outlet’s domain authority. A single story in a reputable publication can carry more weight than a dozen blogs or ads. When your brand is featured in media, it doesn’t just build your reputation; it directly boosts your brand’s visibility in AI-powered search results. 
  1. Trust can’t be automated. Let’s face it, people are skeptical right now. Between “fake news” and overly polished ads, audiences can tell when something’s being oversold to them. That’s why earned media and storytelling still play a big role in your brand’s reputation. It’s real and organic, and it signals authenticity in a way that algorithms alone can’t fake. 
  1. The freshest stories rise to the top. AI tools like ChatGPT and Perplexity favor recent and relevant information.  That means your latest media coverage helps your brand stay visible and current. 

While the way people search and consume information keeps evolving, one thing hasn’t changed: trust and credibility always win out. With a thoughtful PR strategy that generates positive earned media coverage, brands can build trust that will stand the test of time in the AI era and beyond.  

Scroll to Top