As artificial intelligence (AI) tools increasingly flood the digital landscape with content, the value of earned media has never been more critical.

AI systems are now capable of producing vast volumes of blogs, product descriptions, and even fabricated news stories, all at unprecedented speed. This has created an online environment saturated with material of inconsistent quality and questionable authenticity. While AI excels at generating content, it often falls short in delivering the credibility, nuance, and editorial integrity that professional journalism provides. 

Why should you still do PR in the AI era? Earned media—news articles, interviews, profiles, and features secured through rigorous editorial standards—serves as a vital signal of legitimacy amid the noise. When a respected journalist or publication chooses to highlight your organization, product, or leadership, it is an endorsement that no algorithm can manufacture. This third-party validation builds trust, shapes public perception, and builds influence in a way that owned content and AI-generated materials cannot replicate.

Trust is the definitive currency of the AI era and audiences are increasingly skilled at spotting AI-authored material. As a result, they are becoming more selective in where they place their attention and trust. They seek authentic voices, investigative depth, and thoughtful storytelling. Securing placements in established media outlets provides organizations with a powerful means to overcome skepticism and form lasting, credible relationships with their audiences.

Earned media also offers enduring strategic value. A single article in a leading publication can be cited, referenced, and reshared for years, continuously reinforcing brand credibility. In contrast, much of today’s AI-driven content is designed for short-term algorithmic visibility rather than long-term audience engagement.

Organizations seeking to build lasting credibility, positively influence public opinion, and differentiate themselves in an increasingly crowded digital environment must prioritize earned media. Editorial coverage—achieved through strategic communications, strong narratives, and trusted relationships—remains essential.

In an age where anyone can publish, being professionally published still matters.

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GMG specializes in helping innovative, high-growth companies secure impactful media coverage that elevates authority and builds trust. With deep experience and relationships with top-tier media, we know what it takes to position our clients for lasting success.

We also bring a cutting-edge understanding of what impacts Generative AI and can help you increase share of voice and inbound leads driven by Generative AI results.

Ready to stand out in the AI era? Schedule a free consultation and let’s start building the media momentum your brand deserves!