Earned media outpaces bought media

1. Earned media is more important than ever — Gartner

2. Aleve teams up with HGTV stars

3. 60-second close: Organic media outpaces paid advertisements

1. Earned media is more important than ever — Gartner

• Earned media drives 84% of AI citations. Muck Rack analyzed more than 25 million links cited by ChatGPT, Claude, and Gemini, finding that these models overwhelmingly rely on earned media sources.
  
  
• Gartner, the firm that advises Fortune 500 companies on where to invest, predicts that public relations and earned media budgets will double by 2027.
  
  
• Executives must pay attention to the dramatic rise in the need for earned media or be left behind.

2. Aleve teams up with HGTV stars

• Aleve, a Bayer brand, partnered with HGTV stars Dave and Jenny Marrs and a network of home improvement influencers for a “Project DIY” campaign. The collaboration featured stories of home improvement projects and positioned Aleve as an integral part of the process.
  
  
• The campaign demonstrates the power of creator-infused storytelling for home services brands.
  
  
• Home services and construction companies can take note of how lifestyle relevance can produce earned media opportunities.

3. 60-second close: Organic media outpaces paid advertisements

• Whether you’re launching a collaborative campaign or planning your engagement strategy, earned/organic media will beat out paid advertising every time.
  
  
• A strategy that ignores earned media will fall behind in the new era of AI searching.
  
  
• To grow your earned media presence, your strategy must include masterful, integrated PR. That’s where Axia Public Relations comes in. Ask me how we can assist you.

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