How Earned Media And AI Can Future-Proof Your Brand's Reputation

"Reputation is critical in today's business environment. Businesses that are proactive in creating and growing their brand have a leg up on the road to success. In the modern, AI-infused world, a solid brand reputation strategy, whether for the company or its executives, is crucial. For years, many marketing budgets favored digital advertising, de-emphasizing traditional earned media's prominence as a marketing strategy. The rise of AI means that strategy is no longer as effective as it was."

"People are increasingly relying on AI summaries of search results rather than looking at the results themselves. This means one of the best opportunities to grow visibility and reputation today is to align your marketing strategy with AI-generated search summaries. To do that, it's important to understand what information AI considers credible enough to use in its summaries. Studies show as much as 94% of the links AI uses for its search results are to non-paid sources, a quarter of which-the largest segment-are journalistic."

Reputation is critical in today’s business environment, and proactive brand building gives businesses a competitive advantage. A solid brand reputation strategy for companies and executives is essential in an AI-infused world. Marketing budgets that prioritized digital advertising reduced emphasis on traditional earned media, but AI has changed the effectiveness of that approach. People increasingly rely on AI-generated summaries of search results, creating an opportunity to align marketing with those summaries. Studies indicate up to 94% of links used by AI are non-paid, with journalistic sources as the largest segment. Businesses must earn placement in earned news to increase visibility, protect reputation, and mitigate negative press.

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