"Earned media's value has always been real, but here's what's changed: For years, PR's impact was largely invisible. So companies kept cutting. It felt like they made a good decision, but it was really a false equivalence. Now, with AI, we can see what's actually happening. We can measure the patterns. We can prove that PR isn't a soft spend."
"The business-to-business (B2B) buying journey still happens the way it always has, with the typical buying team having 4,000-plus digital and human interactions throughout their research. The difference now is in where these touchpoints happen. More and more of them are happening through AI, and AI is reshaping the way B2B buyers conduct research. Your prospects are asking AI tools that value credibility and knowledge. AI tools pull from earned media. They pull from brand mentions. They pull from the credibility infrastructure you've built."
A founder cut their public relations budget to save $5,000 monthly, eliminating PR from the marketing mix. Initially leads continued from website and ads, but lead quality declined within months. Removing PR removed the credibility infrastructure that supported other channels. Earned media historically produced invisible value, but AI now surfaces and measures that value by using earned media and brand mentions when answering buyer queries. B2B buying teams conduct thousands of digital and human interactions, and AI-driven touchpoints increasingly rely on credibility signals from earned media. PR therefore functions as measurable infrastructure, not discretionary soft spend.
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