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In the AI Era, Earned Media Is the Currency of Credibility

  • Writer: Gordon G. Andrew
    Gordon G. Andrew
  • 6 days ago
  • 2 min read

Rub the nose of the Greyfriars Bobby statue in Edinburgh for good luck
The Greyfriars Bobby Statue in Edinburgh, Scotland

When you ask ChatGPT, Perplexity, or Google’s AI Overviews a business question, what sources are they quoting? Not ads. Not your company’s website. Increasingly, it’s what others are saying about you.


The Data: AI Runs on Earned Media

According to Muck Rack’s July 2025 study, more than 95% of AI citations come from non-paid sources, and as much as 85–89% come from earned media ... which is coverage you don’t buy, but earn.


Independent analyses reinforce the point:

  • Columbia Journalism Review found that AI search tools consistently lean on news outlets and third-party coverage.

  • SE Ranking’s study of Google AI Overviews showed a strong bias toward major publishers when news is cited: evidence that authoritative, earned content carries disproportionate weight.

  • NewsGuard audits highlight that AI depends heavily on journalistic sources to explain context, even if accuracy isn’t always perfect.


The pattern is clear. if your brand is visible and credible in trusted, third-party places, AI will surface you. If not, you’ll be invisible, no matter how polished your owned content is.


Why Earned Media Matters for Business Leaders in the AI Era

  • Credibility over control: You can’t buy your way into AI results; the algorithms elevate what independent voices say about you.

  • SEO is no longer enough: Even if you rank well in Google today, AI summaries are likely to highlight media coverage or analyst commentary instead of your own site.

  • Growth and valuation: For firms considering expansion or an exit, the visibility that AI surfaces and the earned credibility will influence how investors, customers, and partners perceive your brand.


A Strategic Shift: From Owned Content to Credibility

Owned and paid media still have roles to play. But in the AI-driven discovery landscape, earned media is the multiplier.


Firms that invest in thought leadership, strategic PR, and visibility through independent channels are the ones AI that recognizes, summarizes, and amplifies.


At Highlander Consulting we call earned media the currency of credibility. It’s how professional services firms move from being another name in the market to being the name that AI, and decision-makers, trust.


Ready to See How your Firm Shows up in the AI Era?


Let’s audit your visibility and identify where earned media can become your new competitive advantage, and explore ways to generate earned media in the AI Era.


Connect with me to start the conversation.

 
 
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