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TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.
5. EARNED EARNED
MEDIA IS MORE MEDIA IS MORE
RELEVANT RELEVANT
THAN EVERTHAN EVER
With the advent of generative AI, the
way people search for information is
fundamentally changing. Especially in
anAI-driven environment, reputation,
credibility, and visibility matter. It is clear
that a quality magazine article is more
relevant than a random product ad.
Earned media is becoming a
key source for AI, which favors
content produced by journal-
ists and editors. This opens an
interesting opportunity for PR
agencies, as smaller compa-
nies can effectively compete
with global players.
The concept of Generative
Engine Optimization (GEO)
focuses on how to make
content more discoverable
for AI. Large language models
(LLMs) draw primarily from
publicly available content
such as articles, blogs, and
studies. More than 89% of this
is earned media. Today, quality
content therefore determines
not only how a brand is
perceived by people, but also
by artificial intelligence itself.