Are PR Teams Doing Earned Media Wrong in the AI Era?

Are PR Teams Doing Earned Media Wrong in the AI Era?

Spin Sucks’ article argues that PR teams may be overlooking publications AI engines cite when they build media lists around reach, authority, and prestige. Featured analyzed more than 22,000 AI citations across more than 400 generative engine optimization (GEO) audits; the article reports that approximately 34% came from websites with a domain authority below 40, while 76% of cited domains appeared exactly once. The article does not recommend abandoning Tier 1 media or pitching every niche publication. Instead, Brett Farmiloe recommends auditing which sources AI engines cite in an industry, then measuring whether specific efforts work. The article also reports Farmiloe’s claim that human-written HARO pitches are three times more successful than AI-written pitches, and connects that difference to firsthand experience and original insight. The practical argument is that earned media may help people discover a brand through AI answers as well as through publications directly. But citations vary across engines, and visibility tools can estimate what customers ask rather than reflect their actual queries. The article therefore recommends manual spot-checks and asking customers how they heard about a company. It leaves open how much a citation contributes to customer discovery or business outcomes, and argues that uncertainty is not a reason for PR teams to sit out measurement and.

Publication: e21fb955-e1bd-4586-80a6-955ae76ec826

attribution — pass: Statistics are attributed to Featured's analysis. The pitch claim and audit recommendation are attributed to Brett Farmiloe. The broader argument is attributed to the Spin Sucks article. Small repair: Farmiloe could be identified as Featured's CEO, which the source states.

Gini Dietrich and Brett Farmiloe, CEO of Featured, the company behind Help A Reporter Out (HARO), recently discussed that very question.

summary — uncertain: The final sentence is truncated: 'to sit out measurement and.' It also narrows the source's point, which is not to let uncertainty make teams wait on AI visibility generally. Repair: end with 'uncertainty is not a reason to wait.' Several central terms are not explained in plain language: domain authority, Tier 1 media, earned media, HARO and GEO. Without them, a general reader cannot readily see why a low domain authority score is notable.

But uncertainty isn’t a reason to wait.

date — pass: The originalPublished value of 2026-10-15 comes from the publisher page and matches the feed entry. No earlier publication is indicated.

support — pass: The figures for 34% below DA 40, 76% appearing once, and the 3x pitch success rate are all source-stated. The source supports the points that citations vary across engines and that tools estimate prompts. It also recommends spot-checks and asking customers. The question and limitations correctly flag the unestablished link between citations and business outcomes without asserting a benefit.

A niche publication may have limited reach compared with national media. But if AI engines use their content to answer relevant customer questions, it can become another pathway for potential customers to discover a brand.

media — pass: The selected media is the verified direct link to the original Spin Sucks article. It is the most direct way to access the source.