Media relations has always been challenging. It’s about creating the perfect storm that includes:
• A relevant, “outside-in” news moment• Compelling data that points to broader economic trends• Trust with reporters and outlets—journalists can’t cut corners, so they must trust you• A publicist who preps the writer with the right background and asks what they need to succeed• A spokesperson who’s quotable, credible, and available—with the right expertise and title (Sales or Marketing rarely work for business stories)• Quality photos, images, and graphics• Third-party validators who can speak beyond the company line• Time—both to pitch and for the reporter to pitch their editor• And, of course, real news
We’re in a moment when brands want earned media more than ever. They see its impact on AI-driven search rankings and understand that earned coverage is the highest-value content.
Yet I often hear: “We value media relations more than ever,” followed by a last-minute request or a small budget. You’re not just paying for a week of pitching—you’re paying for decades of expertise and trusted relationships built through countless coffees, calls, and late-night deadlines.
With AI startups flooding the market and credibility under pressure, brands must work harder to earn coverage. That starts with strong owned content—articles, videos, and regular thought leadership posts. Reporters now check LinkedIn pages and even type brand names into ChatGPT. If they don’t see rich, credible content, they move on.
Many outlets, like Business Insider, are asking journalists to use AI to draft initial copy. So when they must choose between two companies—one with deep digital presence and one without—they’ll choose the established, visible brand every time.
For enterprise companies, it’s worth investing in relationships with your clients’ PR teams. When a client agrees to a case study or interview about your tool, it’s a win for everyone. For example, when I contributed to Vogue Business on how retailers use AI, the piece became exponentially stronger with a quote from Swarovski’s CIO—far more compelling than just a vendor perspective.
How are you evolving your earned media strategy to meet this moment?