Earned media
37
MENTIONS
8
EPISODES
8
PODCASTS
Search complete. 37 mentions across 8 episodes found for "Earned media".
Sep 28, 2026
Doug SimonGUEST
But one piece that we looked at was compared the results of our media tours.
Doug SimonGUEST
From before we were doing the May I Powered first quarter last year to since we launched this at the end of October at the PRSA International Conference for the first quarter of this year, we found a 13% increase in earned media per project.
Doug SimonGUEST
Wow.
Sherry GoldmanHOST
Which is great.
Sherry GoldmanHOST
And earned media is what AI is sourcing, too.
Sherry GoldmanHOST
So, you know, it's kind of full circle.
Doug SimonGUEST
Yep.
5 MINS LATER
Doug SimonGUEST
One key point that was sort of a result from what we're seeing is in being discovered, there's not just one magic answer.
SamanthaGUEST
So I think the s- the study, if I recall, cited, I think it was 61% of owned media being cited by LLMs, while only I think it was 44% of things like content and owned, owned media- Had would be pulled in by LLMs.
SamanthaGUEST
So I think that's a really great example of where earned media, it does still have that value for LLMs.
SamanthaGUEST
And in terms of links, this is where I think, like, the conversation about links and brand mentions gets really interesting, is, like, I remember a time where back i- back in day when-
Sara KavanaghHOST
[laughs]
Stephen WaddingtonGUEST
It's really, really exciting for public relations and marketing practitioners at the moment because we've realised...
Stephen WaddingtonGUEST
We recognised about a year ago that large language models were forming responses based on the earned media perspective.
Stephen WaddingtonGUEST
So the earned and the owned media perspective.
Stephen WaddingtonGUEST
Now, you know, there's a lot of work being done to try and understand and benchmark exactly how different perspectives of large language models arise with different answers.
Stephen WaddingtonGUEST
It looks like in this instance that that's not going to happen because the PR industry seems to have got ahead of itself.
Stephen WaddingtonGUEST
is building the skills and has recognised the opportunity.
Stephen WaddingtonGUEST
And also because of that earned media perspective, the clients are looking to PR teams and commerce teams to help understand how LLMs site.
Stephen WaddingtonGUEST
So the early indications are really positive and the opportunity is significant.
Gab FerreeGUEST
No one ever taught us how to do this and no one ever made this a priority in our education.
Gab FerreeGUEST
In school, we were taught how to use AP style and how to think about the media at large, but we were never taught about how earned attention and earned media drives visibility and awareness that achieves business goals.
Gab FerreeGUEST
And in our first agency jobs, we were taught how to do a media list and how to write a pitch and how to reach out to journalists.
Gab FerreeGUEST
But we were never taught, you need to have this many clients in order to pay for your salary.
14 MINS LATER
Max ForsythHOST
It really helps others discover the show.
Max ForsythHOST
Let's pivot a bit and let's talk about, yeah, you know, so the slightly higher EQ work.
Max ForsythHOST
So you recently wrote that comms needs to move from earned media to earned attention.
Max ForsythHOST
What do you mean by that?
Javier BoixHOST
A couple more questions, Brian, and I will let you go.
Javier BoixHOST
One is you mentioned earlier that media relations was one of your fortes, and we are witnessing the renaissance of earned media.
Javier BoixHOST
So what are your thoughts on that? Because now we are seeing an explosion of head of media relations, head of earned media, right, all based on LLM positioning, GEO, et cetera.
Javier BoixHOST
Your thoughts on that?
Brian BesanceneyGUEST
It reminds me of my kids find records to be fascinating, right? So now like the younger kids, Zoomers, whatever we're calling this teenage generation, a lot of them have record players because they're kind of cool and funky and it's like what's old is new again.
Brian BesanceneyGUEST
In my mind, that's been consistent throughout.
Brian BesanceneyGUEST
And when you think about the different stakeholders and the way different stakeholders consume information, You can say, you know, hey, look, for millennials and younger, you know, all the action is shifted over to the digital space.
Brian BesanceneyGUEST
And that may be true, but you know who really cares about earned media? Your investors, your board members, your senior most executives, the subset of people that still care, they've always cared about earned media is still really, really important.
Ben LewisGUEST
from.
Ben LewisGUEST
Look, when you think about it, I mean, this is the difference between good earned media and advertising, right? Somebody opens a publication, they go onto a website and they see an ad.
Ben LewisGUEST
They know what it is.
Ben LewisGUEST
This is somebody who's buying the space, right? But when you appear in a journalist's story as an expert, it's third-party validation of who you are as a professional, right? You didn't buy that time, right? This journalist thought enough of you, your expertise, your credibility, your knowledge, your experience to use your comments to help educate the public.
speaker_0NARRATOR
A
Gini DietrichHOST
report landed
speaker_0NARRATOR
in my inbox a couple of weeks ago with the headline that
Gini DietrichHOST
let's just say was clearly designed to get my attention.
Gini DietrichHOST
Yours too, of course, but it really caught my attention, especially because I didn't know anything about the report before that moment.
Gini DietrichHOST
DS Simon surveyed 168 brand and agency PR executives about AI discoverability and published the results as...
Gini DietrichHOST
Earned media in the AI era disrupting the Peso model.
Gini DietrichHOST
I read every page because when someone tells you your framework is being disrupted and you didn't know about it, you definitely want to know why or how.
Itır EraslanHOST
And then if you want to get features in a publication, then you would need to do editorial coverage.
Melissa ConnerGUEST
There's still a huge opportunity on the earned media side.
Melissa ConnerGUEST
That is why we still exist.
Melissa ConnerGUEST
You know, there's there's ultimately still so much out there that is solely earned.
6 MINS LATER
Itır EraslanHOST
Okay, I'm looking for this type of foundation, not too heavy and so on.
Itır EraslanHOST
And it was listing me and it was even listing me the type of like, you should go and buy number three because it matches to your skin, that level of foundation.
Itır EraslanHOST
And I know that at JVC you have been writing about earned media visibility influencing Chachapiti and perplexity search and Google search even.
Itır EraslanHOST
How does it change your PR strategy or what do you do for that?