For the better part of two decades, marketing budgets have steadily tilted toward paid and owned channels. The rise of digital platforms promised precision targeting, fast results, and easy attribution an- d in many cases, they delivered.
But now that we’re well into the era of AI-driven search, a quieter but significant shift is underway: earned media is becoming more important than ever.
Why Earned Media Matters More in the Age of AI
When someone searches for your brand today - whether it’s a prospective client, investor, journalist or policymaker - the results they see are no longer driven just by Google’s keyword algorithms or your paid media strategy. Increasingly, they’re shaped by AI-powered tools that synthesize data from across the web to generate answers. Just look at what shows up first on any Google search.
These AI models are trained to prioritize trustworthy, third-party sources. That means a quote in a national newspaper, a bylined article in a respected trade outlet, or a credible mention in a news story can now directly influence how your brand shows up in search, discovery, and recommendation tools powered by AI – and it will show up for longer than ever before.
Put simply: what others say about your brand has always been important – but it's becoming much more powerful than what you say about yourself.
The New Rules for Earning Attention
At the same time, it’s harder than ever to secure earned media. Newsrooms are shrinking. Journalists are under pressure, stretched and stressed. Most reporters are sifting through hundreds of (too often irrelevant) pitches and press releases each day, trying to find what’s truly newsworthy. They have less time for interviews and explanations. And the bar for coverage has risen significantly.
“Good enough” won’t cut it. Something that worked in 2021 isn’t guaranteed to land today. In some cases, something that would have landed in January may not get the time of day in June, either.
Stories need to be hyper timely, relevant and distinctive. They need to contribute something new to a fast-moving conversation - something that’s not already available in every other press release or LinkedIn post. And if the news of the day is undeniable, you’re going to have a tough time getting attention no matter how perfect your pitch is.
The challenge is real. But so is the opportunity.
The brands that win in this new environment will be those that understand earned media isn’t just a communications tactic - it’s a strategic driver of visibility, credibility, and differentiation.
How to Maximize This Moment
In many cases, senior brand, comms and marketing leaders - especially those controlling budgets and shaping strategy – need to reframe their thinking to take advantage of this shift:
Lead with insight, not promotion. Today’s best coverage doesn’t come from announcements - it comes from ideas. Make your experts visible even before you pitch them out. Have a point of view that goes beyond your product or P&L. Comment on industry shifts. Be useful, not self-congratulatory or self-promotional. That’s what journalists (and AI models) reward.
Use earned as a launchpad for paid and owned. Earned coverage shouldn’t live in a silo. When you land a media story or a quote in a top-tier publication, amplify it across as many relevant channels as possible (with attribution!). Share it in newsletters. Turn it into video. Use it in digital ads. Let it inform your owned content strategy. It adds instant credibility and keeps your messaging aligned.
Reinvest in the ecosystem you rely on. This may be the most overlooked part: if you want to be seen in credible news outlets, help sustain them. That could mean partnering on thought leadership programs, exploring smart sponsorships, or directing ad dollars to reputable media brands. Supporting the media ecosystem helps ensure there are still strong outlets to earn coverage in - and it builds goodwill along the way.
A Wake-Up Call for Budget Decision-Makers
The resurgence of earned media is also a wake-up call for those who’ve shifted marketing spend almost entirely toward the digital giants. If your brand still values coverage in The Financial Post, the Calgary Herald, CTV or important vertical publications, then it’s time to start investing in the very institutions you want to be seen in.
Remember – most of the dollars that you’ve been funneling to Facebook and Google used to help support top-tier journalism in The Globe and Mail, BNN or other traditional media channels. Not only does that support the integrity and independence of journalism - it creates a healthier media environment for your stories to land, be seen, and be shared.
Earned media isn’t just back - it’s indispensable. Smart brands will treat it as a core part of their strategy, not an afterthought – and they’ll support as such, too.
