For the Win, Dial Up Your Earned Media and PR in the Age of AI

In the age of Artificial Intelligence (AI), the way brands communicate with their audience is evolving rapidly. As AI systems increasingly rely on pre-existing information sources for generating responses, earned media and public relations (PR) have become more critical than ever for brands looking to establish trust, credibility, and maintain control of their narrative.

AI-powered systems such as chatbots, voice assistants, and search engines sift through vast amounts of data from existing websites, articles, publications, news media, and other sources to provide users with accurate and informative answers. These systems, often referred to as generative AI, rely heavily on the quality and relevance of the information they consume. Therefore, brands that have strong earned media and PR strategies have a significant advantage in shaping the information landscape AI systems rely upon.

AI Feeds Off Search Engines

One of the primary reasons earned media and PR are crucial in the age of AI is the growing dependence on search engines, voice assistants, and other AI-powered tools for information retrieval. Users are turning to these systems as their go-to sources for answers, recommendations, and insights. According to a survey conducted by Edelman, 55% of respondents see search engines as the most trusted source of general news and information, surpassing traditional media outlets.

When brands secure positive coverage in trusted publications or earn mentions from influential voices, they have the opportunity to shape the information AI systems consume. For example, if a brand's product or service is positively featured in an article or reviewed by a respected influencer, AI systems will prioritize and amplify these mentions. This can significantly impact a brand's visibility and reputation.

Authentic Narratives Win With AI Over Paid Media Content

Moreover, earned media and PR enable brands to humanize their narratives, standing out amidst the overwhelming noise of AI-generated information. By securing earned media coverage or crafting PR campaigns that highlight the brand's story, mission, and values, brands can establish an emotional connection with their audience. These narratives provide context and depth to a brand, making it more likely that AI systems will reference them in their generated responses.

Brands that invest in earned media and PR also benefit from enhanced credibility and trust. As AI systems increasingly become the gatekeepers of information, it is crucial for brands to be seen as authoritative and trustworthy sources. Positive earned media coverage, favorable reviews, and endorsements from key opinion leaders or industry experts can contribute to building this credibility. When AI systems rely on these sources to generate answers, their algorithms recognize and prioritize information from these trusted sources. As a result, brands can enjoy a higher ranking and more frequent representation in AI-generated responses, significantly impacting their exposure and influence.

Brand Protection and Promotion More Likely With Authentic Content

Additionally, in the era of AI, brands face the challenge of combating misinformation and managing potentially damaging content. AI systems are trained to identify and filter out inaccurate or harmful information. By proactively engaging in earned media and PR, brands can monitor and respond to potential threats, ensuring accurate and positive information is disseminated. This proactive approach can prevent harmful narratives from overwhelming search results or the information provided by AI-powered platforms.

Furthermore, brands that leverage earned media and PR effectively can gain a competitive advantage over their rivals. In the highly competitive AI landscape, where brands vie for space in the limited attention span of AI users, securing positive coverage or mentions can elevate a brand above the competition. When AI systems reference a brand more frequently or recommend its products or services, it establishes a stronger connection with potential consumers. This can lead to increased brand awareness, customer loyalty, and ultimately, drive revenue growth.

Brands Win AI Favor With Transparency

Finally, earned media and PR play a crucial role in maintaining ethical standards and responsible AI usage. As AI systems become more sophisticated, addressing concerns regarding privacy, data usage, and transparency becomes paramount. Brands that prioritize transparency and honest communication through their earned media and PR efforts can mitigate potential negative associations. Users are more likely to trust and engage with brands that address these concerns openly and uphold ethical standards. By establishing trust, brands can stand out and be favored by AI systems when generating responses that align with ethical principles.

In conclusion, earned media and PR have become critically important for brands in the age of AI. With the increasing reliance on AI-powered systems for information retrieval, brands that invest in these strategies have a unique opportunity to shape the information landscape that AI systems rely upon. By securing positive coverage, humanizing their narratives, enhancing credibility, countering misinformation, gaining a competitive advantage, and promoting ethical standards, brands can effectively navigate the AI landscape and ensure their message is heard in the cacophony of AI-generated responses.