"The outcome is often unpredictable, as it is filtered through the subjective lens of a journalist. That lens may be in your favour, and it may not be. The disappointing part is that you still pay for the negative outcome. Even though earned PR is considered free, it's not. You pay with the time and effort you invest into reaching out to the right journalists, building relationships, and sending infinite pitches."
"If you're lucky, your story will be published within weeks; if not, it could take months. Not every business can afford such a luxury. In the current technological landscape, speed has become a competitive necessity. AI systems need to receive consistent, repetitive signals about a brand from the media in order to use them in their answers. If your product gets mentioned in an organic article once a quarter, you may have already lost the battle. That's not enough for AI to recommend your product."
Earned media remains the most trusted content in many countries. Relying exclusively on organic coverage hands narrative control to journalists and creates unpredictable outcomes that may not align with marketing objectives. Securing earned coverage requires substantial time and effort, and publication timing can be slow. The perceived freedom of earned PR carries hidden costs in relationships, pitching, and waiting. AI-driven systems require consistent, repetitive media signals to surface and recommend brands. Infrequent organic mentions, such as quarterly coverage, are insufficient for AI recommendation and jeopardize competitive visibility.
Read at TNW | Insider
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