tech

February 10, 2026

Managing your brand’s narrative in the AI age

Earned media has always been hailed as the holy grail of PR due to its unparalleled ability to build trust. Most recent surveys state that 40%–60% of the population still trusts organic content the most, depending on the country.

Managing your brand’s narrative in the AI age

TL;DR

  • Relying strictly on earned media gives up control of a brand's narrative to journalists, leading to unpredictable outcomes.
  • Earned PR, though considered free, requires significant investment of time and effort with no guarantee of timely publication.
  • AI systems need consistent signals from media to include a brand in their answers; sporadic earned mentions are insufficient.
  • Owned media (like a company website) serves as the foundational data for AI systems; clear, well-structured content is key.
  • Paid media allows for full control over narrative and context, offers speed, and makes PR a data-driven channel.
  • Paid PR acts as a strategic amplifier, ensuring a brand's presence in AI answers and helping it appear faster than competitors relying solely on organic outreach.
  • The PESO model (Paid, Earned, Shared, Owned) should be integrated, with owned media as the starting point for AI systems.

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