A surprising shift has emerged as AI reshapes how we discover and consume information. The value of quality journalism and earned media is not diminishing—it's dramatically increasing.
Whether it’s this Brookings Institution report warning that AI systems could "malfunction, degrade, and potentially even collapse" without access to high-quality journalism, or The New Yorker's exploration of AI's impact on news, or recent testimony that searches on Safari declined for the first time ever as users pivot to AI tools—they all point to the same conclusion. As Ben Smith wrote in a revealing Semafor article that explored this trend: “The best way to get your client’s message into the output of ChatGPT, Claude, Gemini, and the rest is by talking to journalists.”
This emerging reality has become even more pressing with the Wall Street Journal's recent reporting that consumers using traditional search engines are now greeted by AI-generated summaries that reduce clicks to brand websites. As the WSJ's Patrick Coffee reports, there’s a real concern that websites could soon serve primarily as data sources for AI platforms, not destinations for humans.
These changes validate what has been Treble's north star philosophy since our founding: that authentic earned media is the most powerful vehicle for technology brands seeking to build credibility, visibility, and influence. As the information landscape transforms, our approach isn't becoming obsolete—it's becoming more essential than ever.
The AI Revelation: Earned Media Still Matters—Perhaps More Than Ever
What's particularly striking is how this revelation represents a significant reversal from recent years, when some brands believed they could bypass traditional media entirely. The Semafor article points out that even as consumers say, "I'm not going to trust earned media—I'm going to trust the internet," the large language models (LLMs) powering today's AI tools are predominantly sourcing their information from authoritative publications, including specialized trade journals and local news outlets.
This insight reinforces Treble's steadfast commitment to earned media as our primary focus. As we've previously stated, "While other agencies have become more generalists, attempting to weave in a variety of marketing services, Treble has doubled down on earned media."
Traditional SEO metrics are under fire in this new landscape. As Forrester's Nikhil Lai noted in the WSJ, "SEO teams have been caught flat-footed. Traffic and ranking and average position and click-through rate…none of those metrics make sense going forward." Instead, as AI assumes a larger role in search, teams will need to focus more on how AI-generated summaries align with how they want their brands to be perceived.
The Three Pillars of Influence in the AI Era
The Semafor article points to research revealing that AI platforms like ChatGPT, Claude, and Gemini rely heavily on three primary sources when formulating responses about brands:
- Authoritative journalism: Including specialized industry publications that Treble has always prioritized
- Research reports: From respected analyst firms like Gartner
- Company's own websites: Which reinforces the importance of robust owned content strategies
This aligns perfectly with Treble's three-pronged approach to earned media relations:
- Corporate News and Announcements: Developing attention-grabbing stories around new products, services, and company initiatives
- Trendjacking: Providing timely analysis and expert commentary on breaking news
- Strategic Content: Creating targeted thought leadership pieces that establish authority in key publications
A Commitment to Earned Media Excellence
The emergence of AI as a primary information source doesn't change our fundamental approach; it validates it. By continuing to focus on quality earned media coverage while adapting to the nuances of how AI processes and presents information, we remain positioned as the premier earned media B2B technology public relations agency.
For technology companies seeking to build their reputation in human and AI-mediated conversations, the path forward is clear: authentic, strategic earned media remains the most powerful tool in their communications arsenal—and Treble stands ready to deliver.
Interested in discussing how Treble can help your company navigate earned media strategies in the AI era? Contact us at newbiz@treblepr.com.