Earned Media Is Becoming the New Currency of A.I.-Driven Discovery
Search behavior has shifted. A.I. Overviews sit at the top of Google, clicks drop, and users get answers without visiting your site. Meanwhile, ChatGPT now reaches hundreds of millions weekly. In this environment, what trusted publications say about you matters more than what you say about yourself.
The data backs it up: research shows the majority of sources cited by generative engines are earned media, not owned pages. If you want visibility where decisions start, prioritize credible coverage and consistent third-party proof.
From SEO to GEO: What Changed
SEO still matters, but it doesn't guarantee top placement anymore. Even well-optimized pages can be pushed below A.I. summaries.
Generative Engine Optimization (GEO) shifts the focus from keywords on your site to how the market talks about you across the web. A.I. systems pull from reputable outlets, expert quotes, forums, and social posts. They cite clear, recent, and consistent narratives from trusted sources.
What A.I. Systems Reward
- Authority of source: National, industry, and expert-driven outlets carry weight.
- Message clarity: Direct, Q&A-style explanations beat keyword-stuffed pages.
- Narrative consistency: Repeated language and positions across many sources builds association.
- Recency: Within the last 12 months wins, especially for advice and "what to do" queries.
- Volume and variety: Broad, credible references across categories and formats.
Think Like a Content Marketer, Pitch Like PR
Start with buyer questions. What problems are they trying to solve? What steps actually help? Your outreach, quotes, and bylines should answer those questions in plain language.
Keep one songbook. Spokespeople, contributed content, and media pitches should echo the same terms, frameworks, and takeaways. Over time, A.I. ties your brand to those ideas and surfaces you more often.
Pick a Narrative and Commit
One sharp concept beats five vague ones. Korn Ferry's "job hugging" is a clear example: a simple term, repeated consistently, picked up by major outlets and trades. Now, searches for the term surface their site and quotes in A.I. Overviews and organic results.
Takeaway: coin or claim a concept you can defend. Explain it the same way everywhere. Keep the drumbeat going with timely, niche coverage - freshness compounds.
The GEO Playbook for PR Teams
- Map buyer questions: Build a list of the 25 questions prospects ask before they talk to sales.
- Codify your answers: Turn those into crisp, quotable responses and proof points.
- Train spokespeople: Use the same phrasing across interviews, panels, and bylines.
- Prioritize outlets A.I. trusts: National media, top trades, analyst notes, and expert roundups.
- Ship frequent, focused stories: One theme per pitch, tied to timely signals or new data.
- Package clarity: Provide short summaries, definitions, and step-by-step guidance in every asset.
- Seed community proof: Encourage experts and customers to cite, quote, and discuss your framing.
- Refresh monthly: Recency bias means new references keep you in the summary box.
Budget Reality: Move Dollars to Earned
Paid search alone won't fix a no-click experience. Reallocate a slice of search budget to media relations, expert programs, and data storytelling. The return shows up in A.I. answers, branded queries, and sales conversations - even if fewer clicks show up in last-touch reports.
Measure GEO Without the Clicks
- Run category queries in A.I. engines: "Who leads in X?" "How do companies solve Y?" Track if you appear and how you're described.
- Monitor citations: Log outlets, quotes, and recurring phrases tied to your brand and executives.
- Use third-party tools: Platforms like Semrush offer A.I. visibility indicators you can trend over time.
- Correlate with outcomes: Watch direct traffic, branded search lift, inquiry quality, and win rates after major coverage.
What to Do Next (30/60/90)
- Days 0-30: Define your one narrative. Build a Q&A sheet. Train spokespeople. Identify 20 must-win outlets and writers.
- Days 31-60: Launch a data hook or term you can own. Pitch 2-3 angles. Place one byline per week. Secure 5-10 expert mentions.
- Days 61-90: Refresh talking points with new proof. Expand into niche trades and podcasts. Evaluate A.I. references and adjust phrasing.
Upskill Your Team
If you want structured training on practical A.I. skills by role, see these AI courses by job to speed up content, research, and outreach workflows.
GEO is now a core PR metric. Treat generative visibility as an asset you can build, track, and improve. May the best PR win.
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