Earned media is a critical part of any PR strategy, and in today’s world of AI search results, it’s even more important, as 99% of links cited by AI come from non-paid sources.
Getting your company’s name into earned media articles can be difficult in today’s crowded media landscape, but it’s not impossible. And the more you show up consistently and authentically, the more likely AI is to cite information about you and your company in a way that you want.
Why showing up in AI matters
Nearly 84% of AI citations come from earned media, and over 50% of those citations were published in the last year. AI citations can now happen in real-time, as soon as an article has been posted.
I was recently doing some research for a client and enlisted ChatGPT to help narrow down what publications would be best for an upcoming story we were going to be pitching for them. The search engine’s response cited an appetite for that type of story because of an article about the client that had been published two days before, something we had secured for them.
Consumers are looking to AI for everything, and they’re having conversations with the search engines. The more your expertise and key messages are out there, across interviews, blogs and social media, the more likely AI will be to pick it up and cite it.
A PR strategy that’s built on consistent messaging will go a long way in ensuring you stand out from your competitors.
How to get your name into earned media sources
First, look at what AI is saying about your company. Is it telling the story you want? What can you add or what’s missing? If it’s not telling the story you want, you can change that, but it takes time.
In the age of AI content, authenticity rules. Consumers, including journalists, don’t want generic stories or information. Figure out what your company’s differentiators and key messages are.
When looking to get media coverage, ask yourself these questions:
- What makes you and your brand unique?
- What is your origin story and how is it different from others?
- What are you a true expert in?
- What is happening in the world right now that you can comment on?
The answers to these questions should give you a list of ideas for getting the media’s attention. If you don’t succeed at first, keep trying. Find a hook that makes your story timely. Maybe it’s an anniversary, milestone or goal you’re about to hit. Maybe it’s something in the headlines that you can offer a unique perspective about.
It’s also important to do your research. What media outlets make the most sense to feature your story? While mainstream media is important, so are trade publications and industry outlets, which are often cited more by AI search. Those audiences are likely to be customers, potential customers or partners who want to know what you’re doing.
How to keep your momentum going
Earned media shouldn’t be one-and-done. Consistent messaging will build your reputation and AI search results.
Once you’ve gotten your first interview, find ways to keep the momentum going. Find new angles to take and build your relationships with reporters and outlets.
Earned media will increase your company’s chances of appearing in AI search results. Taking the time to create and execute an earned media strategy will ensure your business is showing up the way you want it to.
Key Takeaways:
- AI cites non-paid media nearly all the time
- Audit how you’re showing up in AI searches
- Find stories that showcase your expertise and differentiators
- Don’t let your earned media strategy be one-and-done
Megan Hoffman is a services manager at Media Minefield, leading client project teams and driving PR strategies for brands and executives across the country.