Archives for October 2026

AI search is changing how prospective buyers, consumers and business people discover and evaluate companies. When a decision-maker asks an AI engine for a vendor shortlist of businesses to consider, a service or product comparison or a brand recommendation, the answer is influenced less by what your brand says about itself and more by what credible third-party sources have previously said about it. For business owners, this makes earned media a practical digital visibility asset, not merely a public relations outcome.

Generative engine optimization (GEO) is the process of improving how a brand appears in AI-generated search results and recommendations. At the core of these AI platforms are large language models (LLMs), which process and synthesize information from media outlets and other online sources across the web to generate answers to users’ questions and prompts. Understanding how GEO and LLMs influence what AI platforms cite can help companies build the external credibility needed to become part of those results.

Why does earned media now decide whether AI cites your brand?

The first question a potential customer or client asks about your industry or product or service category may never reach your website. More and more, consumers or buyers start with an AI prompt instead of a search bar. They open the top-producing AI resources, ChatGPT, Google Gemini or Google’s AI Overviews, Microsoft Copilot, Perplexity or Claude and ask directly: Which brands (or businesses or products or services) should I consider? What business manufactures have the best product for my type of project? What PR firm has the best digital marketing services in my industry?

The AI engine replies with a short, pre-filtered recommendation— a handful of names or insights based upon citation content pulled from many online sources. Yours should be one of them anytime a customer or prospect uses AI to search for solutions your company can provide to them.

This shift applies on both sides of the market. A homeowner asking an AI platform which composite decking resists humidity and a commercial specifier shortlisting suppliers for a mixed-use project are seeking different prompted responses.

Consumers researching the most advantages products to buy, businesses vetting resources, editors and reporters checking who the credible voices are in a pool of professional entries are all examples of questions being asked within ChatGPT, Claude and other AI platforms.

All of these searchers (possible customers or leads for your business) now receive AI-provided results neatly and narratively assembled before your brand ever enters the conversation.

This is where earned media stops being a brand-awareness line item and becomes infrastructure for your business and website to be cited via AI. Third-party editorial coverage is the raw material these tools are built to trust, which makes public relations a direct input to AI discoverability rather than a parallel discipline. You can delve into this aspect more as we covered the fundamentals of generative engine optimization in our GEO vs. SEO explainer blog.

Where AI Answers Actually Come From

Most marketing leaders assume AI engines evaluate brands the way search engines rank pages. They don’t. They retrieve sources that they judge reliable, then synthesize an answer from them— and the research on which media earn AI citations is striking.

• 84% of AI citations come from earned media. Muck Rack’s May 2026 analysis of 25 million cited links across ChatGPT, Claude and Gemini, spanning 17 industries, found 84% of cited sources fell within its earned-media taxonomy. Journalism alone contributed 27%.
• Press releases distributed by wire account for 0.21% of citations. BuzzStream’s January 2026 research shows the traditional wire playbook is effectively invisible to AI search platforms. This is not to say that wire releases have little benefit. They do offer benefits, but perhaps not for AI.

Notwithstanding, read those two numbers together, and the conclusion is hard to avoid. Earned media and AI search are now linked at the source level: The coverage journalists and editors choose to publish is the evidence AI platforms draw from when searchers ask who to trust.

Why Third-Party Sources Outweigh Your Own Website

AI search encodes the same bias journalists and analysts have always applied: Independent verification beats self-description. A claim on a brand’s website is marketing. The same claim reported by an independent editor or other third-party becomes citable evidence. Three source types matter most, and each contributes a different kind of authority.

News and Business Media

Coverage in established news and business outlets builds broad, domain-level authority. It establishes that a brand exists and matters beyond its own channels— the baseline signal engines look for before recommending anyone or anything to people searching for products or services through AI platforms.

Trade Publications

For category-specific questions, topical authority often outweighs name recognition. A building products manufacturer quoted in the leading construction trades, or a horticulture brand featured in grower and garden media, stands a better chance of surfacing when prospective clients ask category questions than a competitor chasing general press.

Expert Commentary and Quotes

Quotes and commentary attach an executive’s expertise to the brand itself. Clear earned media attribution — “according to Jane Doe, Director, at ABC Company”— creates the machine-readable link between the insight and the organization behind it. Notably, announcements sometimes get cited; expert perspective and thought leadership nearly always do. The same expert-source strategy that earns media coverage through newsjacking and piggybacking now earns AI citations as well.

Guide to Building AI-Ready Credibility

Consistent AI search visibility is not the product of one lucky placement. Like reactive PR, it is an operational discipline— a repeatable sequence a business or brand can run deliberately. This is digital PR with a sharper purpose: building the editorial and earned evidence base before it recommends people, businesses, services or products to those who ask prompt-style questions.

1. Audit — Run your brand and your top audience questions through the major AI engines. Record whether the brand is mentioned, what information is cited and which competitors appear instead. Ask us how this can be done incognito or via our software strategies.
2. Map — Identify the publications and platforms AI already cite for your category, with emphasis on the vertical trades that – and your competitors who – hold topical authority. We use this information as a key baseline from which to grow, evolve, rank and be cited for our clients.
3. Position — Build an expert-source program: quotable executives, prepared perspectives, media-trained leadership teams, contributed articles and commentary, not product announcements alone.
4. Place and Structure — Secure media mentions and coverage that leads with the insight, pairs claims with specific data and attributes clearly, so readers and AI models alike connect the expertise to the brand. This is precisely how Eberly & Collard Public Relations develops and executes citable content for our clients.
5. Reinforce and Measure — Amplify media placements across owned channels and follow-up coverage to build the pattern of independent mentions that engines reward, and track AI citation share alongside traditional coverage metrics.

Transparently, a media placement creates citation eligibility, not certainty. Which sources an AI engine selects varies by question, platform and time. Brands that build broad, consistent evidence bases win over the long run; no single article guarantees a spot in the LLM answer.

 

The Mistakes That Keep Companies Invisible

The flip side of the playbook is just as instructive. These are the consequential habits that keep credible companies invisible to searchers:

• Relying on press releases, self-published thought-leadership content and wire distribution as the whole earned media While these hold extreme value for any media relations program, combining synergistic owned content tells your story and earns the independent citations AI weighs.
• Optimizing only the brand’s own website while ignoring the independent layers of external online content sites where nearly all citations originate. AI search presence also requires external references that confirm your expertise beyond your own domain.
• Treating a media placement as finished the day it publishes. A published article is a starting point, not an end-all-be-all result. Without amplification across your own channels, follow-up outreach that builds on the coverage, and measurement of what the placement produced, the signal fades — and there is always more to do after a placement has been published.

The Compounding Advantage

Public relations and AI visibility now move, work and jive together, and the advantage compounds. Coverage earned today keeps informing AI responses tomorrow; brands that build the third-party evidence base early become the name that is the default, while competitors who wait will have a citation mountain to climb when working to catch up and be included or cited.

The strategic amalgamation of professional media relations, earned media coverage and citation-fueled AI platforms is the work of seasoned digital public relations specialists.

Eberly & Collard Public Relations builds the earned media programs that place businesses in the sources AI engines cite as well as manages copy and content that feed the AI platforms; so, when your potential customers or clients ask AI platforms who to trust, your brand or business name and prepublished content are part of the answer.

Visit our website to connect with us today.

A crisis can happen to an organization of any size, from startups and nonprofits to global enterprises and public agencies. What changes is not whether risk exists, but how prepared an organization is to respond when an unexpected event threatens its operations, people, trust or brand reputation.

Today, social media and digital news platforms mean information spreads almost instantly. Customers, investors, employees and the media often expect immediate communication, which is why organizations need to be prepared with key soundbites and clear, consistent messaging from the very first hours of an incident. Yet only 49% of U.S. businesses have a formal crisis communication plan prepared. The remaining 51% may be left scrambling to determine what to say, who should say it and how information should be shared when time is of the essence.

What is Crisis Communication?

Crisis communication is the process of planning, delivering and managing information before, during and after an organizational crisis. It helps organizations keep employees, customers, stakeholders and the media informed while supporting business continuity and protecting trust.

A crisis communication plan provides the framework for that response, with defined roles, procedures and resources in place before they are needed.

What Is a Crisis Communication Plan?

A crisis communication plan is a documented guide for communicating during a disruptive event. It establishes who communicates, what information is shared, which audiences should receive it, what channels should be used and how messaging is reviewed and approved.

The goal is not to prevent every crisis or eliminate bad news. Instead, it is to communicate accurately, quickly and consistently, reducing confusion, limiting misinformation and demonstrating accountability.

Common crisis communication examples include:

• Product recalls or safety incidents
• Data breaches, ransomware or information technology (IT) outages
• Lawsuits, investigations or regulatory action
• Workplace incidents involving employee safety or misconduct
• Supply chain disruptions that affect customers
• Social media backlash, misinformation, or reputational attacks
• Executive transitions under difficult circumstances

Why Every Business Need a Crisis Communication Plan

Understanding the importance of crisis communication is essential for organizations of every size. A well-developed crisis communication plan helps businesses respond quickly and consistently when an unexpected event threatens operations, people or brand reputation. It can:

• Protect Brand Reputation: Public perception is often shaped by an organization’s response, not just by the crisis itself. A thoughtful, timely response can demonstrate leadership, empathy and a commitment to resolving the issue, while a delayed or uncoordinated response can magnify reputational damage.
• Enable Faster Decision Making: Without a plan, executives and communications or public relations teams may be left trying to determine responsibilities, approval processes and messaging while a crisis is already unfolding. That can lead to delays, conflicting statements and unnecessary confusion. A strong crisis communication plan establishes responsibilities and approval procedures in advance, allowing the response team to make decisions more efficiently when minutes matter.
• Build Trust: Transparent, timely communication can reassure employees, customers and other stakeholders during an uncertain situation. Sharing verified facts, acknowledging the impact of an incident and establishing expectations for future updates can help demonstrate that an organization is taking the situation seriously.
• Minimize Business Disruption: Strong crisis communications can help preserve customer confidence, employee engagement and business continuity while reducing confusion. Clear internal messaging can help prevent rumors and ensure employees know where to direct questions, while clear external messaging can help maintain important relationships and stabilize customer expectations during a disruption.

 

Key Elements of a Crisis Communication Plan

A Defined Response Team: Identify a cross-functional crisis response team and establish who is responsible for decisions, approvals and execution. Depending on the organization and the nature of the crisis, the team may include:

• Executive leadership
• Communications or public relations
• Human resources (HR)
• Legal
• Operations
• IT (when applicable)

Most importantly, clearly assign responsibilities and approval authority so the team can move quickly with aligned messaging.

Messaging Templates & Media-trained Spokespeople: Prepare adaptable messaging templates that address what happened, what is known, what the organization is doing, how affected people are being supported and when additional updates will be shared. Designate approved spokespersons and provide professional media training so they can answer difficult questions clearly and empathetically, avoid speculation and stay focused on verified information.

Holding statements are another important resource. These brief, factual messages can acknowledge that an incident has occurred while allowing the organization time to gather and verify additional information. A strong holding statement should avoid speculation and establish when or where stakeholders can expect additional updates.

Communication Procedures: Effective crisis communications should address both internal and external audiences. Whenever possible, employees should hear from leadership before learning about an incident through social media or a journalist’s inquiry. Give employees clear guidance and a designated contact for questions.

Identify external audiences, such as customers, partners, investors, regulators, community stakeholders and the media. Choose channels based on the audience and situation, including email, website updates, social media, press releases, customer support scripts or direct outreach.

Monitoring & Resources: Every plan should include practical resources that enable fast action, including:

• A current contact list of all team members, stakeholders and media members
• A media monitoring tool to track how the organization is being discussed across platforms
• Ongoing tracking of public sentiment to spot misinformation, escalation and emerging risks

How to Create a Crisis Communication Plan: Essential Response Steps

If the question is how to create a crisis communication plan, the process starts with preparing for a coordinated response before a crisis happens. While every organization should tailor its plan to its unique risks, the following steps provide a practical framework for building and executing an effective crisis communication plan.

1. Assemble the leadership team and activate the crisis response process. Bring together the appropriate members of the response team and confirm who is leading the response.
2. Gather and verify the facts. Determine what is known, what remains unknown and what is still being investigated. Avoid communicating unverified information.
3. Enlist the designated spokesperson. Activate the pre-identified spokesperson and align internal talking points before communicating externally.
4. Pause scheduled marketing activities when appropriate. Email campaigns, social media posts and advertisements may need to be paused temporarily to avoid appearing insensitive or disconnected from the situation.
5. Communicate internally. Provide employees with clear, verified information and guidance on how to handle questions or direct inquiries.
6. Issue a holding statement. A timely statement can acknowledge the situation, communicate what is known and establish expectations for future updates while additional facts are being verified.
7. Monitor media and public conversation. Track relevant brand mentions, media coverage and social media activity, and address significant misinformation with verified information when appropriate.
8. Engage experienced PR professionals when needed. Crisis communications professionals can provide guidance on message discipline, media relations, stakeholder communications and response strategy during high-pressure situations.

These steps are a general approach to handling a crisis, and a full-fledged crisis communication plan should include a comprehensive program with all steps and tactics that will be needed in specific detail. Consider this information a starting point: developing an inherent crisis communication plan typically requires multiple internal and PR agency sessions to scope out risks, build realistic scenarios, and ensure the plan is comprehensive.

Common Crisis Communication Mistakes to Avoid

Saying “No Comment”: In many crisis situations, saying “no comment” can make an organization seem evasive. If facts are still being verified, use a holding statement instead, such as: “We are aware of the situation and are working to verify the facts. We will share additional information through our official channels when it is available.”

Speculating: Communicating unverified information can create additional confusion and may damage credibility. Crisis communications should distinguish clearly between confirmed facts, information that is still being investigated and information that cannot yet be shared.

Using Inconsistent Messaging: When multiple people communicate different versions of events, confusion can spread quickly. A designated spokesperson, centralized approval process and shared talking points can help ensure that internal and external communications remain aligned.

Ignoring Social Media: Silence on social media does not necessarily mean a conversation has stopped. In some cases, it can allow misinformation or speculation to spread without correction. Monitoring relevant conversations allows organizations to understand how an issue is developing and determine when a response may be necessary.

Becoming Defensive: A defensive response can escalate an already difficult situation. Crisis communications should remain focused on verified facts, accountability and solutions. When appropriate, acknowledging the impact on affected individuals or stakeholders can also demonstrate empathy and reinforce the organization’s commitment to addressing the issue.

Preparation Is the Best Protection

Every organization faces different risks, so every crisis communication plan should reflect its real workflows, audiences and communication channels. Plans should be tested and updated as teams, operations and risks change. An experienced crisis communications agency can help organizations prepare through risk planning, message development, media training and strategic response support.

Eberly & Collard Public Relations (ECPR) helps businesses prepare for potential crises with strategic planning, messaging development, spokesperson training and communications support. A crisis communication plan is more than a document; it is an investment in business resilience, stakeholder trust and long-term brand reputation.

Knowing how to create a crisis communication plan is only the first step. The real value comes from having a customized, tested plan and action team ready when it matters most.

Contact ECPR to learn more.