In times of AI, why does your brand need PR?
In a world where consumers spend more and more time online, and where algorithms shape what we read, watch and buy, it might seem that traditional PR is losing relevance. Yet, new research from Muck Rack shows something very different. Their study found that 89% of the links cited by AI tools come from earned media, meaning news articles, customer reviews and social media mentions. In other words, what others write about your brand determines what AI knows about you.
Why this matters
The research by Muck Rack, titled “What Is AI Reading?”, analysed over one million links referenced by AI tools. The result was striking: nearly nine out of ten citations came from earned media. This teaches us that PR no longer only shapes human perception, but also machine perception.
For brands, this means that being featured in trusted publications and online conversations directly influences how you appear in AI-generated answers, summaries and recommendations. Visibility in credible media has become a form of algorithmic reputation.
How Covered helps you stay visible and credible
At Covered, we know how to translate your brand story into meaningful media presence. Our team connects brands in the fields of art, design and architecture with the journalists, editors and influencers who can amplify their voice both online and offline.
Public Relations
We create strategic PR plans that align with your marketing and business goals.
We write compelling press releases and build press kits that are available for journalists at any time.
We develop brand-specific media calendars and pitch lists to ensure your stories appear at the right moment.
We pitch your brand one-on-one to key journalists and editors to secure thoughtful and relevant coverage.
We create partnerships with like-minded brands to spark new editorial conversations.
We organise immersive launch events that allow journalists and influencers to experience your brand firsthand.
Influencer Relations
We carefully select influencers who reflect your brand values and aesthetic.
We manage outreach, contracting and deliverables to ensure a smooth collaboration.
We monitor content and results to make sure visuals, captions and messaging stay aligned.
We build long-term relationships that grow into authentic brand advocacy.
Because we understand how quickly stories spread and how deeply they shape perception, we always work in a personal, proactive and flexible way. For our clients, we are not just an agency, we are an extension of their team.
The bigger picture
As AI continues to define how information is found and shared, earned media becomes your brand’s digital DNA. It is what search engines, journalists and AI tools use to understand who you are. That is why PR is no longer only about visibility. It is about credibility, discoverability and long-term brand equity. At Covered, we make sure your story is told by the right voices, in the right places, so that whether a journalist, a potential client or an AI model looks you up, they find a narrative that truly reflects your brand.
Let’s make sure your brand is part of the conversation. Contact our team to plan a meeting and discover what Covered can do for you.
