In the age of artificial intelligence, managing a brand's narrative requires a renewed approach. Traditionally, earned media has been considered fundamental to building trust, with recent surveys indicating that 40-60% of the population trusts this type of content the most.

The risk of organic PR only

However, relying solely on organic PR carries significant risks, especially with the increasing spread of artificial intelligence systems. These systems, when generating answers, do not distinguish between earned and paid content. This represents a wake-up call for communication professionals, who need to revise their strategies.

PR strategies in the AI era

The main advantage of earned media lies in its ability to generate trust. But in a context where artificial intelligence processes information without making qualitative distinctions between sources, it becomes essential to integrate organic PR with other forms of communication, to ensure more effective control over the brand's narrative.