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

As popular AI systems like ChatGPT, Claude, and Gemini continue to evolve, it’s clear: third-party mentions are more important than ever. In a world where Search is slowly yielding to LLMs, being featured in a first response could soon be more valuable than landing a spot on Google’s first page.

This shift is reshaping how brands approach discovery, and it’s a big reason why earned media has never been more crucial. Discovery has come a long way—from search engines like Google being the gatekeepers of visibility, to AI-driven platforms like ChatGPT becoming the go-to for finding answers. In the LLM era, it’s no longer just about ranking on traditional search engines; it’s about making sure your brand is visible in the places that shape AI responses.

Through conversations with clients, I’m learning about how brands are grappling with this new digital landscape. They’re asking questions like: “How can we stay visible when traditional search engines are no longer the only game in town?”,  “How do we make sure our brand is showing up in the places AI systems are pulling from?” and “What role does our owned content / PR investment play in all of this?”

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

Use earned media to build trust with LLMs

Want one more reason to invest in PR? Consider LLM discovery. 

LLMs like ChatGPT don’t just pull data from anywhere, they prioritize trustworthy sources. When your brand consistently shows up in credible outlets, it sends a big signal to AI systems that your brand knows its stuff. It's not just about visibility anymore, it’s about being recognized as an authority.

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, which only boosts the company’s credibility.

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 getting covered in one spot—it’s about being everywhere. AI systems like ChatGPT pull info from a wide range of platforms, whether social media, podcasts, Reddit, or news outlets. Earned media today spans the entire digital landscape.

Patagonia understands this and executes beautifully. Their focus on sustainability is showcased across channels, from major media coverage to social posts that share their environmental values. This consistent message across diverse platforms makes sure Patagonia is always part of the conversation, and when AI surfaces data about sustainable brands, they’re one of the first names that comes up.

PR and Marketing teams need to think about the big picture. Every mention—whether on a podcast, social media, or in the news—counts.

Shape your brand narrative and invest for long-term impact

Here’s something really exciting about earned media: it can shape the answers LLMs give! These systems don’t just pull raw data, they reflect the narratives built around your brand. By consistently earning media coverage, you can guide the types of information LLMs prioritize when people ask about your brand.

Think about how Coca-Cola has done this over decades. They’ve earned a constant flow of media attention, from their classic ads to creative sponsorships and impactful press coverage. This consistent media presence ensures that when LLMs pull info on iconic beverage brands, Coca-Cola remains front and center, showcasing trust and legacy.

While earned media might not deliver instant gratification, it provides a steady buildup of coverage that pays off—and LLMs reward this type of consistency. PR keeps your brand in the conversation, ensuring it gets the recognition it deserves while helping shape how it may be presented in the future of AI-driven discovery.

Own your content to strengthen your digital authority

Last, but certainly not least, let’s not forget the power of owned content—like your website and blog. These are your brand’s direct channels, and they help ensure LLMs have the right information to pull from when they respond to user queries. If your brand’s website and blog are consistently updated with valuable, high-quality content, they become trusted sources that LLMs can rely on, especially when they can’t find much on a particular topic from external outlets.

Think of your owned content as laying the groundwork for your digital presence. You’re controlling the narrative by providing the most up-to-date, accurate information about your brand, products, and values. When combined with a strong earned media strategy, your owned content strengthens your brand’s overall digital authority. It’s the perfect complement to PR efforts.

As AI-driven discovery continues to reshape how consumers find brands, it's more important than ever to build a strategy that combines earned media and owned content. By prioritizing trust, visibility, and consistency across platforms, you can ensure your brand thrives in the AI era.