The Public Relations Game Has Changed

Earned media (press coverage) has always been the gold standard for trust and credibility. But today, in a world shaped by generative AI, news coverage plays an even more powerful role — not just in influencing people, but in influencing machines.

The latest research into how AI models like ChatGPT, Claude, Gemini, and others cite sources reveals a clear trend: AI systems are basing their responses on earned media ie. press coverage, more than any other type of content. If you want your brand, insights, data, narrative, or perspective to surface in AI-generated answers, earned media is the path forward.

AI Doesn’t Guess — It Cites

When you enable or disable an AI model’s access to the internet, its responses change dramatically. This isn’t just a coincidence. It proves that these systems are genuinely relying on cited sources — not just internal training data.

And here’s the kicker:

More than 95% of links cited by AI are non-paid media.

In fact:

Over 89% of cited links are from earned media (organic, non-sponsored coverage).

Up to 49% of links come from journalistic sources, depending on the model and query type.

So while paid ads and branded content may help in traditional marketing channels, they’re largely invisible to AI. This is where a PR agency like BIG FISH PR comes in – BIG FISH gets press coverage, which feeds the AI models.

Recency and Authority Rule the AI Feed

When it comes to what gets cited by AI, fresh, relevant, and authoritative content wins:

• 🕒 Recency matters: Most AI models prioritize content published in the last 12 months, especially for topical or opinion-based prompts.

• 📰 Outlet authority counts: Major publications that BIG FISH PR regularly works with like Reuters, Associated Press, and Forbes appear frequently in AI citations.

• 🎯 Industry relevance is key: Only about 15% of sources appear in the top 10 across multiple verticals — meaning niche publications often win in industry-specific queries.

If your story is recent, trustworthy, and tailored to your sector, AI is more likely to amplify it.

The New ROI of PR: Influence at Machine Scale

Traditionally, earned media delivered:

• Trust

• Credibility

• Organic reach

PR still delivers all that, but in addition, PR provides AI visibility. In a world where millions of users rely on generative AI to find answers, recommendations, and insights, being cited by AI is a new kind of exposure — and it starts with earned media.

Whether you’re a startup or global brand, if you want to show up in AI-generated responses, you need to earn your place through authoritative coverage.

The takeaway is clear:

Earned media is more than a communications strategy — it’s now part of the digital foundation that powers AI.

Brands that prioritize earned media will shape what both humans and machines see, say, and share. In this new era, earned media isn’t optional — it’s essential for relevance, visibility, and influence.

Need help earning the kind of coverage that AI notices? Contact the BIG FISH PR team to learn more about how strategic PR can boost both your credibility and your discoverability in the AI age.

BIG FISH PR

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