The Power of Earned Media & Owned Content in the AI Era

As AI systems like ChatGPT, Gemini, and Siri continue to evolve, one thing is clear: third-party mentions are more important than ever. With traditional search engines increasingly giving way to AI-powered discovery, landing a spot in an AI’s first response could soon be as valuable as making it onto Google’s first page.

Through recent conversations with clients, I’m hearing a lot of questions about how brands can navigate this shift. Questions like: “What does ChatGPT mean for SEO?” and “How do we ensure our brand shows up in the places AI systems pull from?” are top of mind. Clients are also asking, “What role does our owned content and PR investment play in all of this?”

If these are questions you're asking too, you're not alone! As LLMs reshape how brands are discovered, here are a few things to think about as you refine your digital strategy and position your brand for success in the AI-driven era.

Use earned media to build trust with LLMs

LLMs like ChatGPT, Claude, Gemini, and Siri don’t just pull information from anywhere. They prioritize trustworthy sources and actively filter out low-quality content. As AI tools become more integrated into new search experiences, ensuring your brand is recognized in top-tier, authoritative outlets is key.

Take Apple, for example. They’ve mastered earned media, making sure they’re always featured in trusted tech blogs and news outlets. This consistent media coverage builds trust, which LLMs love! When ChatGPT is asked about Apple’s products, it pulls information from these reliable, well-established sources—boosting the company’s credibility.

The takeaway? The more solid, consistent media coverage you earn, the more LLMs will reflect that trust to users. Your brand doesn’t just show up, it’s seen as a trusted resource.

Think cross-platform to maximize your brand’s visibility

In the age of LLMs, PR isn’t just about being covered in one place—it’s about being everywhere. AI pulls information from across a ton of platforms, making earned media even more critical in today’s digital landscape.

Patagonia really gets this. They’ve nailed showcasing their focus on sustainability across multiple channels—everything from major media coverage to social posts highlighting their environmental values. This consistency ensures they’re always part of the conversation. So, when AI tools surface info on sustainable brands, Patagonia is one of the first names that comes up.

AI-driven discovery even extends to places like Reddit, YouTube, and TikTok. PR and marketing teams need to think big. Every mention, whether it’s a podcast, social post, or news article, adds to the mix.

Shape your brand narrative and invest for long-term impact

What’s cool about earned media? It helps shape the answers LLMs give! These systems don’t just pull data, they reflect the stories around your brand. So, by earning consistent media coverage, you guide what gets prioritized when LLMs pull info about your company and its activity.

Look at Coca-Cola as an example. They’ve kept the media attention rolling over decades, from iconic ads to creative partnerships. This consistency means that when LLMs pull data on beverage brands, standout advertising or even pop culture, Coca-Cola is front and center. This reinforces their trust and legacy.

Of course, earned media isn’t an instant fix. But over time, that steady stream of coverage ensures your brand stays visible—especially when LLMs reward that consistency.

Own your content to strengthen your digital authority

Don’t forget about owned content, like your website, blog, and other channels where you can host content optimized for AI. These are your direct lines to the digital world, and they help make sure LLMs have the right info when responding to queries about your brand. If you’re keeping your site and blog updated with valuable, high-quality content, you’re helping LLMs find accurate, trustworthy sources, especially when there’s little coverage elsewhere.

Self-publishing platforms like LinkedIn can play a role in your owned content strategy, too. By consistently sharing thought leadership, case studies, or repurposing blog content, you can ensure your brand’s message is reaching new audiences while reinforcing your digital authority. These platforms are increasingly indexed by AI systems, which means when someone asks about your brand, the content you share on LinkedIn could be part of the AI-driven discovery process.

Think of owned content as your brand’s digital foundation. You control the narrative, giving LLMs the freshest, most accurate info about your brand, products, and values. When paired with a solid earned media strategy, it strengthens your brand’s overall digital authority.

Future-proof your brand strategy in the AI era

As AI continues to redefine digital discovery, the brands that thrive will be those that strategically combine earned media, owned content, and AI-optimized strategies. Now is the time to rethink your approach and position your brand for long-term success.

An AI Search Audit & Strategy could be key to unlocking your brand’s full potential. By uncovering opportunities to optimize your digital presence, you’ll ensure sustained visibility, credibility, and relevance amidst a quickly changing landscape.