Arun Sudhaman wrote a typically insightful note on Monday on the future of the PR industry. He believes that our growth depends on advisory work with the C-suite, a broader geographic offer that is not so America-dependent and Artificial Intelligence to enable us to work faster and more efficiently.
What Arun has missed in his analysis is the opportunity in Earned Media. Generative AI search or GEO (Generative Engine Optimization) is gradually replacing Search Engine Optimized content. Gartner predicts brands' organic search traffic will drop 50 percent in three years as consumers shift to Large Language Models (LLM). What feeds GEO? High quality earned media results. In short, you cannot buy it, you must earn it.
The question is how to generate earned media in a world where mainstream media is shrinking before our eyes. The answer is a 360-degree approach to earned. The best stimulus to GEO results is still a story in The Wall Street Journal, Financial Times, The New York Times and their equivalents in key global markets (Handelsblatt, Le Monde, The Times). Search results increasingly include broadcast stories from CNN, FOX, NBC, ABC and comparable outlets outside of America. There are combined earned/paid opportunities in Forbes and FORTUNE which yield top results in GEO search. Owned media channels will also see a rejuvenation of relevance as LLMs will continue to be thirsty for training data that can easily be ingested.
There is also a fundamental opportunity for PR firms. WPP and Publicis are buying influencer firms and incorporating them into a media buying engine as another opportunity for their flywheel of paid advertising. I reject this as a misapprehension of human behavior. We are creatures of habit and convenience, agreed. But we also want spontaneity, cultural connection and trusted reviews and recommendations.
Our Chief Creative Officer, Judy John, correctly observes that Culture is Media and Media is Culture. Our real competition is for the attention of the consumer. Consumers are actively seeking validation for their beliefs and values through Creators. This shift is influencing more than just how people consume entertainment; it’s also reshaping how they access news and information. According to Pew, 40 percent of young adults aged 18–29 now get their news from Creators.
PR has the unique ability to harness brand and reputation, considering the risks as well as the opportunities. Brands must understand that their supply chains, employment practices, clinical trials, pricing and marketing tactics are part of purchase consideration. Third parties can make counter arguments against social memes that can catch fire, like Red Bull containing animal blood is key to its stimulating effect. The basis of our work is truth, speedily and effectively communicated.
The market is moving our way. Advertising budgets are already shifting to creators—Unilever, under CEO Fernando Fernandez, plans to allocate half its media spend to social and boost influencer marketing twentyfold. OpenAI’s experiment with integration into shopping and commerce could further reduce advertising’s role while amplifying earned influence. ChatGPT is signaling a move to purchase recommendations with direct links, potentially positioning earned and creator endorsements as key drivers of buying decisions.
Edelman and other PR firms are going to make the most of the GEO opportunity. Earned media—stories people choose to talk about, share, or search for—has always conveyed more credibility than paid placements or polished brand content. But now, it’s becoming the primary filter. I love U.S. Hockey Coach Herb Brooks’ quote before the 1980 game against the heavily favored Russians in the Olympics. “Great moments are born from great opportunity. And that’s what you have here tonight…that’s what you’ve earned tonight.”
Richard Edelman is CEO.
