Is Earned Media Your Secret Weapon in the AI Search Shift?
AI search engines now serve hundreds of millions of users every week, and earned media has quietly become a key factor in gaining visibility in this new search landscape. While many focus on AI-generated content and keyword tactics, early adopters are turning to earned media to become the trusted sources AI engines cite.
Once considered a bonus in communications, traditional media coverage is now essential. As AI search grows as the primary way people find information, news coverage from respected outlets has become a must-have for brands wanting to be found and trusted.
Why Earned Media Builds AI Credibility
AI search tools like ChatGPT and Google’s AI Overviews don’t just scan content for keywords—they assess credibility. They look for signals like authoritative sources and third-party validation. Top of that list? News coverage from established media.
Think about it: if an AI is asked to recommend a financial advisor, it’s unlikely to rely on a self-promotional blog post over a feature in a trusted publication like the Wall Street Journal.
The reach of these AI tools is staggering. ChatGPT now has 400 million weekly active users, about 5% of the global population. Google’s AI Overviews appeared on 13.14% of all queries as of March 2025, doubling from 6.49% just a few months earlier. This isn’t a passing trend—it’s a fundamental shift in how people search.
Users coming from AI-driven search are engaged. Sessions last 8-13 minutes on average, much longer than typical Google searches. When AI engines present your brand as an answer, users are already primed to explore further because the AI has effectively pre-qualified your credibility.
Traditional SEO focused on keywords and backlinks to game algorithms. Now, the focus is on earning trust signals through human validation. When respected journalists write about your company, it sends a strong AI-readable endorsement.
Earned Media Is Harder to Get But More Valuable
Ironically, as earned media becomes more crucial for AI visibility, it’s also harder to secure. Newsrooms have shrunk, reporters are stretched thin, and competition for coverage is fierce. Dedicated beat reporters are rare, replaced by generalists juggling multiple sectors.
Breaking news dominates attention, pushing company stories to compete with global events and viral moments. Press releases often get buried, and media announcements can feel like whispers in a storm. Traditional formats like press conferences struggle to draw crowds. Virtual events, while accessible, often lead to lower engagement.
The personal relationships that once made media outreach effective are harder to maintain due to industry consolidation and high reporter turnover.
Still, persistence pays off. Brands that break through the noise win disproportionate visibility in AI search results. AI engines notice when journalists consistently choose to cover your company despite many alternatives.
A Smarter Approach: Quality Over Quantity
Successful brands are reshaping their earned media strategies. Instead of blasting out press releases, they focus on stories journalists actually want to tell. It’s about newsworthiness, timing, and relationship-building, not just self-promotion or frequency.
They treat earned media as a long-term investment. Building genuine journalist relationships, becoming reliable sources, uncovering human interest angles, and positioning themselves as thought leaders—all these moves pay off.
In-person events are seeing a resurgence when executed well. Generic press conferences may fail, but focused, newsworthy events that provide real value to journalists are more effective than ever. The key is understanding what counts as “newsworthy” today and designing events that serve the story, not just the brand.
Earned Media That Wins AI’s Trust
The question isn’t if AI search will grow, but whether your brand will be visible when it does. Every piece of earned media coverage builds your presence in AI search results. Every journalist relationship you nurture strengthens the credibility AI engines reward.
If you want to craft stories journalists want to tell and that AI engines are more likely to recommend, it’s time to rethink your earned media strategy. Your future visibility depends on the credibility you build today.
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