Strategize now to secure future wins

Audio: Listen to this article.

1. AI is shaping brand visibility through media coverage

Up to 95% of AI citations come from earned media (like news articles, analyst reports, and expert quotes), according to data from Muck Rack’s “Generative Pulse.” This makes PR the door to AI discovery.
Generative engine optimization is stomping SEO in visibility and marketing. Much like SEO, GEO is about delivering refined, authoritative answers from credible brands. Thus, earned media is the future of PR in the age of AI search.
Generative AI aims to provide the most credible answers, meaning communications professionals should emphasize credible media as AI drives the PR resurgence.

Taylor Swift's announcement of her new album, “The Life of a Showgirl,” and her fondness for the color orange sparked a wave of themed marketing from brands like FedEx, Shake Shack, Olive Garden, and Google.
As brands rushed to align with Swift's marketing genius, the pop star gave a nod to LASIK following a recent surgery. The LASIK X account jumped on the fortuitous name drop.
Even a casual mention can be an earned media jackpot, sparking a viral moment. This underscores the tremendous PR value of authentic alignment and riding a cultural wave when the moment strikes.

As AI and earned media drive PR's visibility resurgence, brands need to balance speed with strategy, leveraging cultural trends while presenting credible media in times of crisis.
Taylor Swift's brand buzz and LASIK’s viral shoutout demonstrate how authentic alignment can ignite fireworks. Still, controversies, such as those Cracker Barrel and American Eagle made, can trigger backlash just as quickly.
Axia’s team can formulate tailored PR strategies that help you remain visible and influential with earned media. Just ask me how we can help.