The Number PR Has Been Waiting For

If you work in PR or communications, here's a number worth committing to memory: 95% of links cited by AI tools come from earned media.

Not paid. Not owned. Earned.

Gartner is forecasting that PR budgets will double by 2027, and this is a significant part of the reason.

As AI becomes the default starting point for research and brand discovery, the coverage your team secures today is directly shaping how, and whether, your organisation appears in those results.

This is what Generative Engine Optimisation (GEO) looks like in practice.

Quality journalism and credible third-party placements are the signals AI models use to determine authority.

A feature in a respected trade publication isn't just reach.

It's an input into what AI recommends tomorrow.For communications leaders, the strategic implication is clear: earned media now serves a dual purpose.

It builds reputation in the traditional sense and it builds discoverability in AI environments.

The data to make this case internally has never been stronger. The question is whether we use it.

Source: Muck Rack's report on AI brand visibility)https://lnkd.in/gT59dFRh