How Earned Media Shapes What Generative AI Knows

ACE PR
Oct 7
3 min read

As AI reshapes media, earned media is key to how algorithms showcase brands. A Muck Rack study found 95% of AI-cited links come from unpaid sources—85% earned media, 27% journalistic. This highlights the need for brands to adapt PR strategies. Key tips include targeting high-authority outlets, increasing publishing cadence, securing journalistic coverage, optimizing clarity, and monitoring AI mentions to boost visibility in AI-driven content.

As artificial intelligence increasingly influences content discovery and distribution, earned media is playing a more critical role in how algorithms interpret, prioritize, and present brands to the world. A recent study by Muck Rack, titled “What is AI Reading?”, sheds light on how leading generative AI systems including ChatGPT, Google Gemini, and Claude select sources to cite. The findings point to a significant reliance on earned media and journalism.

Key Finding: More than 95 percent of links cited in AI-generated responses come from non-paid sources, with 85 percent being earned media, and 27 percent explicitly coming from journalistic outlets.

This research highlights how companies can strengthen their communication efforts to connect with both people and to make sure their brand is recognized by the AI tools that many people now use to find information.

Inside the Study: What is AI Reading?

Muck Rack’s analysis reviewed millions of citations across hundreds of thousands of AI-generated responses, identifying patterns in how language models decide which sources to reference.

Key insights include:

Citations shape AI responses. When an AI model includes a citation, the content and tone of the response often shift. This suggests that AI does not just support its answers with sources but is influenced by them.
Earned media carries weight. Among the 95 percent of unpaid citations, 85 percent are earned media. This highlights the strategic value of organic, editorially driven content in shaping AI outputs.
Journalism remains authoritative. Roughly 27 percent of citations come from journalistic sources, underscoring the enduring credibility of professional reporting.

Why This Matters for Brands

Public relations teams have always understood the value of visibility in credible media. What is different now is who or what is consuming that content. With AI now shaping how consumers, investors, employees, and media professionals gather and interpret information, earned media plays a dual role.It influences people and now increasingly educates machines.

This shift has real implications:

AI can influence purchasing decisions
AI scales and amplifies brand narratives
AI models may include or overlook your brand depending on your presence in trusted editorial ecosystems

If a brand is not mentioned in authoritative sources, it may be effectively invisible to the generative AI platforms that are replacing traditional search tools.

10 Strategic Actions Brands Can Take

To remain visible and influential in this evolving landscape, companies should consider the following actions:

Invest in a Proactive PR Strategy Earned media does not happen by accident. Build campaigns that consistently generate credible editorial coverage in sources AI is likely to trust.
Target High-Authority Media Focus efforts on well-respected outlets like TIME, Reuters, Axios, Forbes, and Good Housekeeping, along with influential trade publications relevant to your sector. These sources frequently appear in AI citations.
Increase Publishing Cadence Generative AI models often prioritize recent content. Sharing regular updates such as product launches, leadership changes, and industry commentary can improve your relevance and visibility.
Secure Journalistic Coverage With 27% of AI citations stemming from journalism, traditional media relations are as important as ever. Prioritize editorial storytelling, not just press release distribution.
Optimize for Clarity and Credibility AI systems favor content that is clear, structured, and high in informational value. Ensure brand mentions are concise, contextually relevant, and easily understood.
Think Beyond the Homepage AI pulls from a variety of sources, including niche and trade-specific sites. Ensure your brand has a presence across a diverse media mix.
Leverage Thought Leadership Position executives and subject-matter experts through opinion pieces, interviews, and contributed articles. These are often cited in AI responses to advice or expertise-focused prompts.
Monitor AI Citations Start tracking how and where your brand is being referenced in AI-generated outputs. New tools are emerging to support AI-specific media monitoring.
Collaborate on Generative Engine Optimization (GEO) Work closely with SEO and digital teams to align on GEO strategies. This includes targeting topics, keywords, and formats that AI models prioritize.
Stay Adaptive The generative AI space evolves rapidly. What is effective today may be obsolete tomorrow. Monitor shifts in AI behavior and adjust your media strategy accordingly.

Rethinking Metrics: New KPIs for the AI Era

Traditional PR metrics like impressions, reach, and backlinks still matter, but they no longer tell the whole story.

Communications teams should now also ask:

Are we being cited in AI-generated content?
Is our brand appearing in authoritative, recent, and relevant media coverage?
Are our narratives helping shape how AI explains our industry?

If the answer to any of these questions is no, the brand may be underrepresented in the tools that increasingly define public understanding.

Moving Forward with Strategic Earned Media

ACE Public Relations helps brands adapt to this new media landscape by delivering strategic earned media that resonates across both traditional outlets and AI-driven platforms. In a world where algorithms are shaping perception, consistent and credible media presence is no longer just a PR goal. It is a business imperative.

Get in touch at info@acepublicrelations.com Learn more at www.acepublicrelations.com.