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Yahoo
23-07-2025
- Business
- Yahoo
Muck Rack Study: Generative AI Relies Heavily on Earned Media and Journalism
More than 95% of Cited Links in AI Responses Come from Non-Paid Sources, Of Which 85% are Earned Media; 27% are Journalistic Miami, July 23, 2025 (GLOBE NEWSWIRE) -- In a groundbreaking study analyzing millions of AI-cited links from hundreds of thousands of prompts, Muck Rack, the leading provider of the award-winning PR software, has revealed how generative AI prioritizes which sources to cite, and why this shift is critical for communicators looking to shape brand perception, influence buyers, and lead in the future of marketing. The research, titled 'What is AI Reading?' set out to answer a fundamental question: Does media coverage materially affect what AI says? The answer, unequivocally, is yes. 'This study is an eye-opener for PR and communications teams aiming to understand how media mentions influence AI-generated content,' said Greg Galant, cofounder and CEO of Muck Rack. 'Until now, we've had theories and early signals—but now we've got solid evidence that earned media directly influences AI-generated output. This changes the stakes for PR. The way businesses are represented by AI now ties directly to the media coverage they earn.' Study Findings Citations actively influence AI output: Controlled prompt testing showed that when citations are enabled, LLM (large language models like OpenAI's ChatGPT and Google Gemini) outputs meaningfully change. Earned media doesn't just show up—it affects what is said. This proves that cited content is not decorative. It materially grounds outputs in real-time, dynamic inputs. Earned media is a foundational input: More than 95% of citations come from unpaid media sources and 85% of those come from earned sources, while another quarter are from journalistic sources. Half of total AI responses included at least one earned media citation. These figures highlight the critical role that earned media strategies play in GEO (Generative Engine Optimization) and AIO (Artificial Intelligence Optimization) Determines Whether a Brand is CitedThree key variables drive citation inclusion: Recency: Particularly in OpenAI models, fresh content–especially on topical, opinion-based, or event-driven queries–is prioritized. Query framing: Advice-seeking or opinion-based prompts trigger more dynamic citations, while encyclopedic queries tend to fall back on older, static training data. Outlet authority: High-domain authority outlets such as Reuters, Axios, Financial Times, AP, TIME, Forbes, NPR and CNN are frequently cited—but even among these, performance varies. In addition, more niche sites, such as Good Housekeeping and Investopedia, are also frequently referenced. Strategic Implications for Communications Teams Communications strategies must evolve to account for this new layer of visibility: New KPIs: Success now includes whether your brand is cited in AI responses—not just traditional media placements or backlinks. New tactics: PR teams should prioritize high-authority outlets and align publishing cadence with the recency preferences of generative AI models. As AI increasingly mediates how information is accessed and consumed, it's clear that PR strategy must expand beyond human readers to include algorithmic interpreters. The study confirms what many in the industry have suspected: the stories you place—and where and when you place them—can now shape AI understanding at added, 'Generative AI is reshaping itself at an unprecedented pace, with new patterns emerging constantly, so the brands that thrive will be those that proactively track their position and adapt in real time to stay ahead.' To access the full report, visit MethodologyThis study explores how modern generative AI systems cite sources in response to realistic user prompts. The objective was to quantify and characterize the nature of AI-generated citations across different use cases and vendor models. This includes their frequency, source types, and the prominence of earned and owned media. To accomplish this, Generative Pulse and Muck Rack constructed a large, diverse prompt set and executed it across several web-enabled language models, followed by systematic analysis of the responses and the cited links. The prompts span all industries and subject matter. Sometimes they specifically mention companies by name, sometimes they do not. The following specific models were used to execute hundreds of thousands of queries, during the month of July 2025:Chat GPT (both '4o' and '4o-mini'), Gemini ('flash' and 'pro') and Claude ('sonnet' and 'haiku'). # # # About Generative Pulse Generative Pulse is a tool that helps PR and communications teams monitor and define how their brands appear in AI-generated search results. Built around the concept of Generative Engine Optimization (GEO), it reveals which journalists, outlets, and sources influence large language models like ChatGPT—so teams can shape brand visibility in the age of AI. Integrated into Muck Rack's PR platform and backed by a $180M Series A financing, Generative Pulse gives comms professionals the insights and tools to lead in an AI-native search landscape. Learn more at About Muck Rack Muck Rack is the leading provider of award-winning PR software built for how brands and agencies work. The only public relations software powered by intuitive technology and the most accurate, comprehensive data provided by journalists themselves, Muck Rack combines media database, monitoring and reporting for seamless team collaboration, pitching and measurement. Purpose-built for communications and public relations, Muck Rack helps more than 5,000 companies worldwide analyze and report on the impact of their media relations. Thousands of journalists use Muck Rack's free tools to showcase their portfolios, analyze news about any topic and measure the impact of their stories. Learn more at We're Hiring! CONTACT: Linda Zebian VP of Communications, Muck Rack linda@
Forbes
15-07-2025
- Business
- Forbes
3 PR Moves To Make You Irreplaceable In Your Industry
Danielle Sabrina is a celebrity publicist and CEO of Society22 PR, an award-winning hybrid digital PR agency based in Los Angeles and NYC. Paid ads might spike your metrics overnight, but the moment you stop spending, it's like flipping a switch. Visibility disappears overnight. Public relations builds momentum that compounds over time. It nudges reporters to repeat your insights, convinces algorithms to rank you higher and, most importantly, hardens buyer trust so whatever happens in the future doesn't erase the momentum you've built today. But where do you start? With these three PR moves: 1. Claim The Expert Seat In Your Niche Relevance starts the moment third parties describe your company in the same way you do. That consistent story doesn't happen accidentally; it's the product of a steady drip of earned media. When reporters cite you as a source who clarifies a confusing trend or punctures hype with up-to-date data, prospects arrive already convinced that you know the ins and outs—and competitors have to explain why they should be heard instead, which is very challenging. If you're moving fast—and you often are—credibility becomes your insurance policy when things inevitably go wrong. Code will break, shipments will lag, and a former employee will air a grievance. And when that headline hits, you cannot backdate trust. You either have a press trail that shows the market you solve real problems, or you scramble to establish one under duress. For founders who want to plan for the inevitable, invest early. Volunteer proprietary data to journalists, supply pithy quotes on tight deadlines, and make yourself available when a story is still forming. Every mention is another tile in a mosaic that eventually makes you an industry authority. 2. Be Consistent Nothing erodes authority faster than whiplash messaging. One week, your website highlights cost savings; the next, your CEO's podcast celebrates premium service. This inconsistency creates immediate distrust among your audiences. Potential buyers—especially other founders—notice that tiny wobble and begin to wonder which version of your company will show up after the invoice clears. This erosion of trust isn't limited to customers. If your story changes every quarter, reporters will stop listening. Inconsistency isn't just confusing—it signals you can't be trusted. Create a message spine that anyone in the company can recite by heart: the problem you eliminate, the stakes of inaction, the proof you deliver and the future you're building. It should fit on a single page, live in every pitch deck and underpin every social media post. This way, the messaging remains the same when the marketing team riffs on it for a webinar and the product team tweaks it for release notes. You know your messaging is effective when you hear investors and analysts echoing your own phrasing. This is when simple brand awareness solidifies into true memorability—a valuable asset that compounds over time. 3. Create Signature Content You build trust when people outside your company can point to proof, not just promises. That could be from an annual benchmark, a proprietary framework or a methodology deck—anything that proves you do the work and don't just talk about it. Choose a flagship format that only your firm could produce. Let's say you're a cybersecurity startup. You might want to collate breach statistics across your client base and publish a quarterly risk index. Or if you're a logistics founder, you could release a 'state of supply chains' playbook drawn from millions of routing miles. The key here is repetition: Release on a predictable cadence so journalists and customers mark their calendars accordingly. Each edition becomes a news peg; coverage drives fresh traffic to the asset, and that traffic feeds the next round of interviews. Soon, the report is cited in investor memos and analyst notes—proof that your fingerprint sits on every serious conversation in the field. Signature content further provides you with reach that is independent of your marketing spend. Unlike paid ads, which disappear when a budget is cut, a respected benchmark report continues to generate backlinks and podcast invites long after its release, all at no extra cost. Such an asset also equips your sales team for success. They will enter discovery calls with a document the prospect already knows and trusts. Ultimately, close rates will rise not because you shout louder, but because the market itself decides you are a teacher worth learning from. Build Authority, Not Just Buzz Most brands are stuck chasing attention. The ones that win? They invest in authority—because that's what drives long-term growth. You can achieve this through consistently engaging with the press, maintaining a uniform messaging across all platforms and creating definitive content that only you can produce. However, this requires commitment. It means making time for media interviews and ensuring your core content is released on time. When you do this, you fundamentally make your business independent of paid ads just to be seen and heard. Market shifts, budget changes and noisy competitors will matter less because you will have built real, verifiable trust that's more valuable. That's what makes a founder and their business both impossible to ignore and difficult to replace in the market. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Associated Press
14-07-2025
- Business
- Associated Press
New Data from SimpleTraffic Shows How to Get Backlinks That Boost Rankings
A recent analysis highlights how earned media, especially press release backlinks, is driving consistent SEO improvements in 2025. has released new data showing that businesses using earned media strategies—particularly press releases—achieved up to a 30% improvement in keyword rankings over a 60-day period. The study is based on anonymized performance data from a sample of traffic clients that combined SimpleTraffic's direct traffic solution with backlink strategies. The findings confirm what many in the SEO space have observed anecdotally: quality backlinks from news outlets outperform traditional link-building methods like guest posts, cold outreach, and blog comments. 'In today's search environment, it's not just about getting backlinks—it's about getting the right kind,' said Trevor Johnson from SimpleTraffic. 'We found that backlinks placed in editorial content, especially those syndicated through media networks, consistently led to faster and more stable ranking gains.' The report highlights Brand Push, a public relations agency specializing in earned media for SEO, as a platform many SimpleTraffic users turned to for press release writing and distribution. These services enabled businesses to gain access to trusted publications that Google and AI-powered search tools favor. Backlinks created through press releases were often picked up by multiple domains, increasing overall referring domain count and signaling authority to search engines. Additionally, these mentions were more likely to appear in Google AI Overviews, ChatGPT summaries, and Perplexity answers—giving brands even more visibility beyond standard SERPs. Businesses that combined direct traffic solutions with earned media support—such as partnering with a trusted PR agency to secure editorial coverage—saw the most consistent and sustained improvements. According to the report, many companies opted for platforms like Brand Push to handle this process, citing its ease of use and wide media reach as key advantages. For companies exploring how to get backlinks in 2025, SimpleTraffic's analysis underscores that press release distribution remains one of the most effective and scalable strategies—particularly when supported by targeted referral traffic and SEO-aware content. About Simple Traffic Simple Traffic is a platform that delivers targeted, bot-free web traffic to help businesses grow their online presence. By combining smart traffic distribution with SEO-friendly referral sources, SimpleTraffic supports thousands of websites across multiple industries. Media Contact Company Name: Simple Traffic Contact Person: Trevor Email: Send Email Country: United States Website: Source: Brand Push
Entrepreneur
05-06-2025
- Business
- Entrepreneur
Your Competitors Are Winning with PR — You Just Don't See It Yet
While PR might not generate immediate clicks or sales, it builds something far more enduring. Opinions expressed by Entrepreneur contributors are their own. The pursuit of a return on investment drives nearly every strategic business decision. However, when it comes to PR campaigns, short-term ROI proves notoriously tricky to measure. This does not mean that PR's ROI is immeasurable, and it certainly does not mean PR is not worth the investment. Unlike advertising, PR is rooted in earned — not paid — exposure. It's about building credibility, shaping perception and creating longterm visibility. That's also what makes measuring its return on investment (ROI) uniquely complex. A single feature in a respected publication can have a far longer-lasting impact than a paid advertisement. While advertising aims to maximize exposure through financial investment, PR builds trust through third-party validation. Consumers often view ads with skepticism, but earned media offers credibility that money can't buy. Related: The 5 Answers You Need Before Hiring a PR Agency How PR influences sales PR doesn't drive immediate sales in the same way that direct-response ads do. Its influence is subtle, cumulative and embedded in every stage of the sales funnel. Effective PR efforts — press releases, media outreach, thought leadership — are often a customer's first point of contact with a brand. These touchpoints shape perception and plant the seeds of trust. Case studies, customer success stories and founder features help potential buyers evaluate the brand before a sales rep even enters the picture. And while sales teams close deals, PR often lays the groundwork. It establishes brand awareness, communicates core values and nurtures longterm loyalty. Even post-purchase, PR plays a role — supporting customer retention and encouraging advocacy through ongoing storytelling. Key metrics for measuring PR ROI To quantify PR's impact, brands must look beyond immediate conversions. Here are some useful ways to assess ROI: Media mentions : Track how often your brand is featured in online, print or broadcast media. More mentions generally signal growing visibility. : Track how often your brand is featured in online, print or broadcast media. More mentions generally signal growing visibility. Reach and impressions : Use tools to estimate the size of the audience exposed to each media placement. : Use tools to estimate the size of the audience exposed to each media placement. Share of voice : Compare your media presence with competitors to gauge relative influence. : Compare your media presence with competitors to gauge relative influence. Website traffic : Monitor spikes in site visits following major press coverage. : Monitor spikes in site visits following major press coverage. Engagement metrics : Dwell time, social shares, and comments can reflect how well your messaging is resonating. : Dwell time, social shares, and comments can reflect how well your messaging is resonating. Lead attribution : Track leads coming through PR-driven sources like press releases, interviews, or speaking events. : Track leads coming through PR-driven sources like press releases, interviews, or speaking events. Sentiment analysis : Use media monitoring tools to understand how people feel about your brand across channels. : Use media monitoring tools to understand how people feel about your brand across channels. Conversion tracking: Connect PR-generated traffic to outcomes like demo requests, purchases, or sign-ups using analytics and CRM tools. Tools to support measurement Today's media monitoring platforms allow publicists to track earned media mentions, sentiment and overall reach. Social listening tools offer real-time insight into trends and audience perception. Web analytics reveal where visitors come from, what content they engage with, and how they convert. CRM systems tie PR-generated leads back to revenue. Combined, these tools help paint a fuller picture of how PR efforts move the needle. 4 PR Campaigns That Prove ROI 1. Airbnb — "Live There" Designed to promote local, authentic experiences over traditional tourism, this campaign leveraged user-generated content and social media. The results? A 9% boost in brand awareness, 15% increase in social media engagement, and a 20% spike in booking conversions. 2. Dove — "Real Beauty" Challenging conventional beauty standards, Dove featured diverse women to reflect real-world audiences. The campaign grew sales by $2.5 to $4 billion over ten years and made Dove bars the top-selling soap in the U.S. 3. Red Bull — Extreme Branding Red Bull aligned itself with extreme sports through high-impact content like documentaries and events. Its most iconic moment? The Felix Baumgartner space jump. The brand now holds 75% of the U.S. energy drink market, a direct result of its PR-powered brand storytelling. 4. IHOP — "IHOb" Stunt Temporarily rebranding as the International House of Burgers sparked a media frenzy. The result: burger sales quadrupled, 20,000 news articles were published, and 36 billion social media impressions were generated. Related: 3 Metrics That Matter When Measuring the Success of Your PR Campaigns The long game of PR Yes, PR ROI can be measured — but it requires patience, the right tools and a broader definition of impact. While PR may not deliver instant clicks or purchases, it builds something even more valuable: brand equity, trust and long-term influence. So, before dismissing PR as intangible, ask yourself: What is the value of credibility? If your answer is "priceless," then PR is not an expense — it's an investment.
Zawya
28-05-2025
- Business
- Zawya
Current Global MENAT continues growth trajectory and enhances offering with new agency hires
Dubai, UAE: Current Global MENAT, part of Middle East Communications Network (MCN), has made five new appointments in the last two months following several major client wins and continued development of its capabilities. Nick Watkins, former ARN News Editor and contributor to The National and Gulf News, joins as Senior Editor charged with leading the agency's storytelling capabilities and earned media engagement strategies. Mohammad Al Sayed joins as Account Director from Gambit Communications, while Aya Khaddam comes in as Senior Associate from Brazen MENA. Murdoch University graduate and MEPRA 'Outstanding Student Campaign' winner Aastha Kurup has been appointed Junior Associate. Sohailla Ossama begins as Account Coordinator based in Egypt to support the agency's client account teams. Peter Jacob, Managing Director, Current Global MENAT said, 'Since we started Current Global less than three years ago, we made a commitment to do things differently, built on a common-sense and human-first approach to how we think, act and deliver.' Current Global works with some of the region's most loved brands including Dubai Tourism, New Balance, Global Village, Roxy Cinemas, Kraft Heinz, Bentley, Bugatti and GymNation. ' As part of our vision to define what an earned-first agency in the Middle East looks like, we want to do continue to so what others are unwilling or unable. Moving away from the spray and play media dispatches. Leaving egos outside the room to deliver cut-through earned-first and integrated ideas. Freeing our junior teams from an over burden of reporting, whilst also providing them with vital team management experience. We want to provide the best place to work and be true and equal partners to our clients,' continued Jacob. Recently named PRWeek's Middle East Agency of the Year and winner of Best Middle East Bampaign at both the PRWeek and EMEA SABRE award for the second year running, Current Global MENAT combines the reach, ambition, and mindset of a big agency, with the attitude, speed, and passion of a smaller one. In the last 12 months the team has won over 35 industry awards and has recently been recognised as a Great Place to Work® in the Middle East for 2024–2025 and Best Mental Health Support in PR.
