There is no doubt that Artificial Intelligence (AI) has changed how we search the internet. In fact, brands that are outpacing the competition are ones that understand that AI searches for trusted content. More than ever, increasing your brand’s visibility and reputation is crucial if you want to be seen.
In 2025, Earned Media is driving AI searches and third-party validation while directly influencing what AI systems find. At the recent Mid Atlantic Marcom Summit in Arlington, VA, panelists confirmed if Earned Media isn’t in your marketing and communications mix, you’re going to fall behind.
Getting by with only content creation and paid media simply won’t catch the attention of AI algorithms that are using content written by professional journalists, analysts and respected news organizations to learn. AI is favouring competitors who have implied third-party endorsement.
Earned Media results build credibility and trust that validate a product, service, team, or vision in a way that paid ads cannot. You obtain high-impact exposure without draining limited marketing resources. Positive media coverage signals momentum, drawing attention from investors, strategic partners, and potential customers.
How does Earned Media influence a company’s ability to appear more often in AI? In three important ways:
- Increases visibility – as media articles are on the internet far longer than paid media.
- Boost credibility – a company’s brand is aligned with the publication’s reputation ensuring an authentic voice is being presented.
- Shapes reputation – leveraging sources such as podcast mentions and interviews.
Earned Media content is the training data used by AI to shape its knowledge to best answer user queries and, in turn, drive traffic.
By leveraging Earned Media, you obtain a long-term advantage. Not only can paid media be outbid by the competition, but it doesn’t embed a brand’s voice the same way that Earned Media does, giving you a strong competitive advantage. Earned Media is the most important strategy to leverage in a world with AI search.
Why is media training essential for companies seeking Earned Media placements?
Media training ensures every interaction with journalists, or the public reinforces your brand’s credibility and reputation. Using a step-by-step methodology ensures when you are being interviewed, you know how to properly tell your story, so it is quotable and elevates your brand. If for some reason the interview goes negative, media training helps to turn the interview around to safeguard the company’s reputation.
Special thanks to Amy Hesser for contributing to this article.
Amy Hesser, CEO & Founder of Hesser Communications Group, is a modern PR strategist who leverages cutting-edge AI search and analytics to build and protect brands in the digital age. With a track record of securing high-impact media placements and managing complex crises, Amy specializes in translating data-drive insights into powerful human-centric narratives. Her expertise in AI-powered media intelligence gives clients a competitive edge allowing for more proactive and effective communication strategies.