The Renaissance of Earned Media in the Age of AI Search

Photo by Cash Macanaya on Unsplash

Why PR is about to have its biggest moment yet

For years, our media consumption has been dictated by SEO and sponsored content. Pay-to-play content and keyword optimization drove our Google search results, which arguably created a biased media environment. 

However, the rapid rise of AI search is democratizing the media landscape, which is confirmed by the recent Muck Rack Generative Pulse report. The findings show that these models prioritize earned media over sponsored and keyword optimized content.

The report, which analyzed over 1 million citations from leading AI models like ChatGPT, Gemini, and Claude, proves why earned media must be a priority for every business that wants to stay visible in the age of AI. 

Let’s break it down.

1. AI Ignores the Paid Stuff

Despite brands pouring billions into native ads and sponsored content over the past decade, AI models just aren’t biting. Muck Rack found that an incredible 95% of citations across AI responses are non-paid links. Only 2% of AI outputs cited social media and marketing content. 

Let that sink in.

In short, that means if your content was bought, boosted, or branded then AI simply is not interested.

2. PR Is the Power Player

A staggering 96% of AI-cited sources fall squarely into the domain of public relations: third-party articles, earned media, journalistic coverage. 

Not marketing. 

Not advertising. 

PR.

That includes both top tier outlets like Reuters, CNBC, Axios, and The Financial Times as well as niche-specific trades. This shows that AI doesn’t just want prestige; it wants authority and relevance. 

3. Smaller Trade Publications Drive Bigger Results 

Despite the often smaller reach of trade publications, the industry-specific expertise of outlets like PodNews, MarketingBrew, MediaPost, etc is prioritized by AI generated responses in related searches. Understanding this gives a newfound power to trade press, which PR pros and comms leads may have previously overlooked the value of when building PR plans. 

4. Recency Rules

AI heavily favors content from the past 12 months. In fact, when queries imply recency, nearly half of all links AI cites are from news organizations. That means if your brand isn’t putting out timely and consistent expert commentary, you’re risking being invisible in AI conversations.

5. GEO Is the New SEO

SEO is yesterday’s playbook. We’re now in the era of Generative Engine Optimization (GEO) — where AI is the new gatekeeper of visibility. And unlike traditional search, it’s not giving preference to paid placement or domain-stuffed blogs.

Instead, it’s surfacing voices that are earned, trusted, and recent.

So… what now? 

Here’s three tangible things that brands can start doing today to optimize their GEO and improve their position in AI search:

1. Maintain a strong cadence of media coverage

Having a regular frequency of stories going out to the media will drive volume of content and boost brand awareness to AI models. Also, as AI models favor coverage from the past 12 months, a consistent media presence ensures that your brand remains relevant as AI models scrape links to populate search results.

2. Build campaigns around quality of coverage, not just quantity of links

Securing coverage (both features and brief mentions) in top tier outlets legitimizes your brand, key spokespeople, and leadership teams to AI models. Establish and foster relationships with reporters at top tier outlets for your sector to garner placement in relevant articles that boost your brand.

3. Embrace the trades

By becoming a leading voice in your industry, you strongly position your brand as a solution for searches and prompts relevant to your space. Particularly for niche and industry-specific queries, AI models will source responses from relevant trade press. In short, conquering your trade media positions you and your brand as a leading voice in your respective industry.

We’ve been saying it for a while: good PR is timeless and now with the rise of AI search, it’s also timely. The brands that invest in strategic, earned, and high-authority storytelling will be the ones leading the conversation, not just on Google, but in the machines shaping our future understanding of the world.

PR isn’t dead. It’s having a renaissance.

If you aren't seeing your company front and centre in AI searches, then let’s chat - hello@sundazepr.com