Managing brand and reputation in this new AI-driven world is no longer “business as usual,” it’s a profound recalibration of how information is discovered and consumed.
Earned media is king again, but it needs a content queen. Google’s AI Overviews and tools like ChatGPT and Gemini are replacing traditional search results, synthesizing, and summarizing information rather than linking out.
The SEO playbook is being rewritten for Generative Engine Optimization (GEO). If you don’t design content for citation and integration into these models, it risks becoming invisible.
THE COMEBACK OF EARNED MEDIA
For years, owned channels and direct-to-consumer communication grew. But in the AI era, the pendulum swings back to earned media. Why? AI models find ‘truth’ in credible, third-party validation.
New research from Muck Rack’s “Generative Pulse” study, analyzing over 1,000,000 links from AI responses, offers compelling evidence:
- More than 95% of links cited by AI are from non-paid coverage. Of those, 27% are journalistic content.
- When queries imply recency (e.g., “What are the most innovative products in restaurant tech?”), journalism accounts for nearly half (49%) of cited links.
- AI systems prioritize fresh content, especially for topical, opinion-based, or event-driven queries.
- Outlet authority matters: High-domain authority outlets like Reuters, Fast Company, Axios, and Bloomberg are frequently cited.
Earning strategic mentions and quotes in top-tier outlets isn’t just about brand visibility; it’s about embedding your expertise directly into the AI’s knowledge base to influence AI-generated answers.
THE CONTENT QUEEN: YOUR INTEGRATED STRATEGY IMPERATIVE
If earned media is king, then robust, AI-optimized owned content is its indispensable queen. Traditional newsrooms face immense pressure, leading to fewer in-depth, high-impact earned coverage opportunities.
Communications leaders must balance the rigor of traditional media with the authenticity and engagement of independent voices, while strengthening their direct storytelling channels. Owned content fuels the AI ecosystem, providing direct, unfiltered context that LLMs easily ingest and attribute.
Here’s how this integrated strategy comes to life:
- Engineer for LLM readability: AI models reward precision: Structure content with clear, concise summaries, consistent terminology, and verifiable data. Use explicit questions and answers, bulleted lists, clear subheading, and integrate verifiable data, statistics, and sources
- Invest in AI-citable formats: The future isn’t just text, though text is essential for GEO. Ensure all podcasts, webinars, and videos have accurate, keyword-rich transcripts, and detailed show notes. Provide underlying data for charts and graphs in structured formats.
- Strategic distribution: It’s not just about traffic; it’s about citations and summary inclusion. Prioritize high-authority, trusted channels known to be heavily scraped or licensed by LLMs, including news wires (AP, Reuters), industry analyst reports (Gartner), reputable encyclopedic sites (Wikipedia), and platforms like LinkedIn, which Google’s AI Overviews link to frequently. Cross-publish on platforms like Reddit, Medium, and Substack to further optimize.
OPTIMIZE YOUR BRAND’S PRESENCE: HOW LLMS SOURCE COMPANY INFORMATION
When an LLM is prompted about a company, its products, or leadership, it draws from authoritative, well-structured sources. Your communications strategy must hyper-focus on seeding accurate, compelling narratives in environments where LLMs are trained and sourced.
For company-specific information, they primarily look for high-quality, high-authority, and well-structured data:
- Curated datasets and encyclopedic knowledge: Wikipedia is a primary source for data validation and general knowledge due to its extensive coverage, collaborative editing, and structured, foundational facts.
- Major news and media outlets: Tier 1 wire services and major news organizations (e.g., The New York Times and The Wall Street Journal) are frequently scraped and licensed by LLMs as they add recency and have formal writing styles and high Domain Authority (DA).
- Established industry-specific publications and journals: These offer expert insights and formal analysis. Trade press is vital.
- High-quality corporate websites and official brand pages: Crucial for direct product/service information, official statements, and corporate facts.
To optimize your company’s presence for LLMs, consider these strategies:
- Structural clarity: Ensure your website and public documents are structured with clear headings, consistent terminology, and verifiable data.
- Amplify executive voices: Our research shows a CEO’s reputation directly influences brand trust. Articulate executive perspectives in ways LLMs can attribute, integrate, and share in places they scrape.
- Earn strategic mentions and quotes: Shift focus from mentions to earning direct quotes or factual inclusions in high-authority news articles and industry reports. Many LLMs prioritize diverse, multi-source citations. A concise, quotable statement from an expert in a reputable publication is gold.
- Double check foundational reference points: Ensure a well-sourced, accurate Wikipedia entry or other reference page about your company, founders, or products.
- Proactive monitoring and correction: LLMs are still prone to “hallucinations.” Regularly audit how your company is described and implement a rapid response protocol to correct AI-generated misinformation.
The dynamic AI environment demands communicators understand what LLMs read, and how they interpret and synthesize brand information. By using intentional content structure, distribution, and third-party validation, you can ensure your company’s narrative is accurately and effectively represented in the AI era.
THE FULL SPECTRUM OF INFLUENCE: BEYOND GEO
AI is no longer an emerging trend; it’s an operational reality. Those who balance traditional earned media’s rigor with owned content’s authenticity will not only navigate this complex new media world but also help define it.
GEO is a powerful, but not exclusive, lever for influence. While indispensable, it’s not a “magic wand.” Many audiences don’t primarily use generative AI tools for information discovery, preferring channels like newsletters, direct social media, in-depth podcasts, and YouTube. Human-curated content sources like paywalled Substacks are also not extensively scraped or licensed by large language models.
A modern communications program understands this broader ecosystem and includes a holistic strategy that integrates GEO while doubling down on direct-to-audience engagement. By embracing this approach, you ensure your brand’s message resonates authentically, building trust and influence across all channels where stakeholders seek information.
Tyler Perry is co-CEO of Mission North.
