Earned Media Still Matters in AI Age, PR Leaders Say
Press coverage and editorial mentions remain critical for brand credibility even as AI-generated summaries dominate search results, according to communication executives at India's largest PR conference.
The shift is real: Gen Z asks chatbots instead of Googling. AI tools now summarize news without readers clicking through to original sources. Yet panelists at the India Communication Summit 2026 argued that earned media hasn't lost its value-it's changed how that value gets measured.
AI Still Depends on Earned Media Sources
Nearly 84% of information cited by AI comes from earned media sources, said Parminder Sahni, managing director at Dominant PR. That statistic matters because it means brands that want to appear in AI-generated conversations still need authentic news coverage.
For mature brands, earned media moves consumers from consideration to purchase in ways paid or owned channels cannot, said Neeta Linz, general manager of PR and CSR at LG India. Its credibility remains unmatched.
The trust equation has shifted, though. Anshuman Chakravarty, head of marketing and communications at Somany Ceramics, said the conversation has moved from reach to resonance. A single piece of coverage that resonates matters more than multiple mentions that don't.
The Stakes Are Now Global
A local issue can become an international crisis within hours through social media amplification, said Piyush Chopra, vice-president and director of the office of the chairperson at Reliance Industries.
Despite the rise of creator-led content and AI-generated text, traditional journalism still provides something difficult to fake: third-party validation. Shefali Sapra, vice president of corporate communications at Diageo India, said that while AI can inflate engagement metrics, trust and cultural relevance remain hard to manufacture at scale.
Distribution Strategy Has Fragmented
Brands can no longer broadcast one message everywhere. Each platform-LinkedIn, Instagram, Reddit-operates with its own culture, format and audience expectations.
A LinkedIn post demands thought. Instagram prioritizes visual storytelling. Reddit values peer-driven conversations. Simply reposting the same message across platforms no longer works.
Nivedita Moriangthem, country communications manager at IKEA India, said the company creates emotional connections that turn into stories adapted for different channels. Authenticity creates a multiplier effect across media, social and earned channels.
Shree Das, head of public relations and social media at Britannia Industries, said staying relevant to Gen Z means celebrating micro-joys and being vocal about sustainability across social platforms and large language models.
Trust Is the Real Currency
Panelists described a "trust balance sheet"-a way of thinking about how brands gain or lose credibility over time. Crises, misinformation and tone-deaf communication become withdrawals. In an era where every action is instantly amplified online, maintaining trust has become harder and more essential.
Anuradha Roy Chowdhury, senior director and head of corporate communications at DP World Communication, said strong media relations remain non-negotiable for long-term credibility. The communication ecosystem has become non-linear, and earned media cannot be measured only through traditional press coverage anymore.
Smartphones have turned individuals into media houses, with notifications functioning as newsrooms. But in a digital environment flooded with information, mainstream journalism still confirms what deserves to be trusted. Social media spreads information quickly; traditional media validates whether that information is reliable.
The Press Release Isn't Dead
Modern earned media is increasingly built around shareability. Brands now aim to create moments people naturally want to repost, screenshot or discuss within their communities.
Even as formats evolve, the foundational role of structured, credible and verifiable information remains intact. The press release persists not because of nostalgia, but because it still forms the backbone of media communication.
Technology continues to reshape how information travels. Trust remains the ultimate currency.
Learn more: AI Learning Path for Public Relations Specialists covers brand communication, media outreach and crisis management for PR professionals adapting to AI-driven environments.
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