Earned MEdia & AI

Over the past decade, brands have focused on content to improve search rankings (SEO) and reach customers. However, today’s buyers increasingly rely on AI tools for purchasing decisions. Notably, 51% of B2B buyers now begin their research with an AI chatbot rather than Google. This shift highlights why Generative Engine Optimization (GEO) is quickly becoming essential for marketers and why earned media is such a critical part of their strategies.

Earned Media = Authority and Validity

Unlike traditional search engines that rank keywords on sites against each other, AI discovery emphasizes the validity and authority of cited sources. AI models favor respected third-party-validated content to build brand authority and trust. Currently, 24% of all LLM citations come from earned media, and overall, 94% of cited information originates from non-paid sources.

This dramatically raises the value of earning high-quality press coverage, interviews, and expert commentary in authoritative outlets such as news wires (AP, Reuters), industry analyst reports (Gartner), leading trade publications, and respected media outlets such as Reuters, Fast Company, Axios, and Bloomberg.

These trusted, high-authority channels are frequently scraped or licensed by LLMs. Earned Media Consultants target these outlets to secure strategic mentions and quotes with an approach that goes beyond brand awareness. We are actively and deliberately looking to influence AI-generated responses by embedding your messaging into the AI knowledge base through third-party validation.

The Bottom Line: Building Trust

To weed through the abundance of online content, AI engines do what businesses and consumers have done for years. They place their trust in earned media and value it above all other sources when making important decisions. Earned Media Consultants ensure your message reaches the right media and that you communicate it confidently and effectively to multiply your impact on AI.