More than 95% of links cited by generative AI are non-paid media. That stat alone should make any brand take a fresh look at how they’re showing up online. As AI tools like ChatGPT, Gemini, and Claude become go-to sources, they’re drawing almost exclusively from unpaid, third-party content—most of it earned media.
So, what is earned media? Put simply, it’s publicity you don’t pay for. Think news coverage, feature stories, interviews, product reviews, and expert quotes. It’s the kind of content that comes from working with a PR agency that builds relationships with journalists, inserts you into timely conversations, and helps you earn a trusted reputation rather than paying for placement. Earned media is what others say about you.
And now, it’s also what AI says about you. We’ve entered a new era of search, one that prioritizes recency, authority, and reputation over paid promotion.
The Data is In: Earned Media Wins
A recent 2025 study by Muck Rack analyzed over 1,000,000 AI-generated citations to understand what types of sources generative AI references most.
- 89% of all cited sources are earned media.
- Journalism accounts for 27% of AI citations and 49% of recent event or news queries.
- AI favours high-authority outlets.
- OpenAI’s models cited content from the past 12 months 56% of the time, showing recency matters.
What this means for brands: When people ask AI tools for advice, insights, or product comparisons, the results they see are heavily influenced by high-quality, third-party coverage, especially journalistic content. Not paid ads. Not your blog. Not even your social feed. In other words, earned media is how your brand gets into the AI conversation.
Headlines to Algorithms
Most companies understand the value of PR for brand trust, but its role has evolved. Now, earned media placements don’t just influence human readers; they’re indexed, surfaced, and repeated by AI models. That creates compounding visibility. Now, a media story not only builds reputation in the moment, but also becomes part of the persistent public record AI draws from.
This is especially true for B2B and regulated industries, where subject-matter expertise and reputational cues carry more weight than flashy marketing. PR becomes a long-term SEO and trust play, not just a brand awareness tool.
Smart PR Starts with Strategy
Earned media that gets surfaced by AI tends to have three qualities:
- It’s timely: Tied to relevant news cycles, data, or trends.
- It’s authoritative: From credible outlets and expert voices.
- It’s intentional: Strategically pitched and positioned.
That’s why Marigold PR is focused on an earned-first mindset, built around understanding what matters in your industry, who’s shaping the conversation, and how to get your story into the hands of trusted media (and by extension, the algorithms that shape search and perception).
Earned is the Edge
The brands that will lead in the AI age aren’t just the loudest or the ones with the biggest ad spend. They’re the ones showing up in the right places, with the right story, at the right time. In a media landscape increasingly shaped by algorithms and automation, what’s earned is what’s seen.
Since 2016, Marigold has been helping B2B companies earn visibility, drive growth, and lead conversations in complex industries. Let’s chat about your PR strategy: info@marigoldpr.com.
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