Why Earned and Owned Media Matter More Than Ever in the Age of AI Search

Press coverage and an organisation's own content have always been the backbone of international reputation, and their importance has grown even further as AI transforms how information is found and shared. The Muckrack 2025 State of PR report confirms this. AI-driven search, whether powering Google or the latest generative engines, relies on trustworthy, authoritative, and regularly updated content. That’s where strong earned media (press coverage, thought leadership, trusted third-party mentions) and robust owned media (your own website, blogs, and resource hubs) come into play:

• Earned media delivers the credibility and authority AI looks for when ranking organisations in search and answer boxes. More than 89% of links cited by AI are earned media.

• Journalism and earned media are essential drivers. More than 95% of links cited by AI are non-paid coverage, of which 27% are related to journalistic content and outlet authority.

• Owned media, especially well-maintained and frequently updated, provides control and resilience, regardless of how algorithms change.

The PESO model (Paid, Earned, Shared, Owned) has guided my strategy for years. As AI advances, I am placing even greater emphasis on crafting credible stories for media outlets and maintaining robust online presences for international clients. Well-written releases, thought leadership articles, and in-depth, on-brand resources do more than build visibility; they sustain it, especially as AI becomes more discerning about which voices to amplify.

For companies looking to expand overseas, that combination delivers a competitive edge not just in local markets, but across borders and digital channels.

Ready to future-proof your international reputation? Let's discuss how strategic media relations and content can drive your global growth, now and in the era of AI. Please book a slot with me here.