Earned media has always been hailed as the holy grail of PR due to its unparalleled ability to build trust. Most recent surveys state that 40%–60% of the population still trusts organic content the most, depending on the country. However, I see significant business risks in relying on organic PR only, especially now that various AI systems are on the rise. Robots don’t distinguish between earned and paid content when using it to generate answers. And that’s a wake-up call for us all to revise our PR strategies. The potential dangers of earned-only PR strategies The primary advantage of earned media,…
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