AI-Powered Search and the Importance of Earned Media
AI-powered search now prioritizes earned media—such as press coverage and third-party mentions—over owned content. Startups without credible media exposure risk being invisible in AI search results, while competitors with strong PR strategies gain dominant visibility.
Artificial intelligence is everywhere, influencing how people discover companies and products. Many startups focus on AI’s potential to boost productivity and efficiency, but few recognize how crucial public relations, especially earned media, has become for AI search. Generative models used in AI search favor news and press coverage from third-party outlets rather than investor decks, social media posts, or company-generated content.
Earned media is now the new SEO. Here’s why it matters more than ever in the AI era.
The Power of Earned Media
Earned media means publicity gained organically and without payment—through news coverage, podcasts, online mentions, or word of mouth. It’s widely regarded as more credible and trustworthy than paid media since it’s not purchased. This authenticity helps build attention, credibility, and user engagement.
Press coverage is earned media’s golden ticket in AI search models. Articles from reputable news outlets about tech companies and their founders carry long-lasting effects. These media pieces provide backlinks, keywords, quotes, and data that feed into how AI search engines rank results.
Even press releases distributed over newswires, when syndicated and picked up by other outlets, perform well in AI search algorithms, challenging the old belief that “the press release is dead.” Many startups and communications teams once focused on owned channels like blogs, newsletters, influencer partnerships, or paid ads to control messaging. Media relations often took a back seat.
Now, that approach puts tech companies at a disadvantage. AI-powered search demands earned media be central to every go-to-market strategy. Traditional digital marketing and SEO alone won’t cut it. AI search engines prioritize brand mentions on third-party news sites over your own content.
AI Search Needs Quality, Authoritative Content
Search for many startups, and you’ll often find just their website or a single social media page. Press coverage is scarce or nonexistent. Their digital footprint is minimal, and they remain off the radar.
Ignoring earned media is no longer an option if you want to appear in AI search results. Even the best product won’t help if no credible news or third-party mentions exist about your company. Potential customers won’t see you in AI-driven responses; instead, your competitors who have invested in earned media through PR will dominate.
One client shared that press articles secured years ago still outperform their current SEO and owned media efforts. Media exposure fuels AI models. Quality coverage from reputable sources drives the most traffic in AI-powered search. The days of relying solely on blogs and owned channels to compete with third-party news outlets are over.
How to Get Started with Earned Media
Here are three practical steps startups can take to build earned media presence immediately.
1. Partner with an Earned Media Agency or Expert
Work with an agency or specialist experienced in earned media and media relations. Many startups try to pitch stories themselves, but media outreach requires skill, precision, and crafting narratives that connect externally. Experts know how to get journalists’ attention and tell compelling stories.
2. Define Your Goals and Target Audience
Earned media efforts should focus on publications relevant to your target customers. Identify who you are selling to, their pain points, and the sources they trust. This clarity helps tailor pitches and increases the chances of securing valuable coverage.
3. Stick With It and Test Various Messaging
Earned media takes time and persistence. Results don’t appear overnight. Test different angles and messaging to find what resonates with journalists and audiences. Flexibility is key—stay current with what editors are covering and adapt your approach accordingly.
Earned media isn’t optional anymore. Without it, startups risk invisibility when AI search algorithms decide what’s credible. Now is the time to move beyond old SEO tactics and embrace the standards AI search demands.
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