Earned media is any publicity a brand receives without direct payment. For example, positive mentions can be made online- media platforms, social media, reviews, newspapers, recommendations, or blog posts.
Earned media is critical to successful brand strategy and is more powerful than ever in the age of AI. Companies can now leverage its benefits to elevate their branding. By blending human creativity with AI-powered tools, companies can foster genuine customer relationships, build loyalty and trust, and ensure long-term success.
Being featured with relevant content in reputable publications is more important than ever, as these sources often rank highly on Google and will answer many of the questions people ask.
AI-based Public Relations and Search Engines
Given the escalating reliance on AI-powered tools for information retrieval, earned media and PR assume a critical role in the AI era. Search engines, voice assistants, and other AI tools are fast becoming the primary sources of information, making it essential for brands to be featured in relevant content.
OpenAI recently launched its search engine, SearchGPT. It is set to revolutionize the search landscape, marking a significant shift in the dynamics of search tools. This change underscores brands’ adaptability to the evolving search environment, instilling confidence in their ability to stay ahead in the age of AI.
Earned media is a cornerstone of brand building, significantly shaping a brand’s identity and reputation.
When brands receive favourable coverage in trusted publications or mentions from influential voices, they influence the information AI systems to prioritize and amplify. This boosts a brand’s visibility and reputation. Investing in earned media and PR enhances credibility and trust, making it crucial for brands to be seen as authoritative sources as AI systems become key information gatekeepers. Positive media coverage, favourable reviews, and endorsements from key opinion leaders or industry experts build this credibility.
Advantages of earned media in the age of AI
- More efficient analysis: AI tools can analyze large amounts of data in real time and extract relevant information.
- More precise targeting: By analysing user data, companies can more precisely target their messages to specific target groups.
- Automation of processes: Routine tasks such as social media monitoring can be automated, leaving more time for strategic tasks.
- Personalized communication: AI enables a personalized approach to each customer, increasing marketing measures’ effectiveness.
Developing an appropriate “earned media” strategy is crucial, and AI plays an essential role. Here are the reasons
- Sentiment analysis: AI can analyse sentiment on social media and help you identify positive and negative comments.
- Chatbots: Chatbots can answer customer enquiries automatically and thus increase customer satisfaction.
- Personalisation: AI enables a personalised approach to your customers, increasing effective communication.
- Predictive models: AI-based models can predict trends and help you to act proactively.
A successful earned media strategy requires a combination of creative content, solid relationships and the use of AI tools. By consistently implementing these tips, you can increase brand awareness, strengthen customer loyalty, and achieve long-term success.