Earned media is becoming a primary trust signal for both humans and AI systems, and the brands that win will be the ones that pair a sharp, differentiated story with disciplined, audience-first PR.
Leaders should:
– Clarify a specific ICP instead of trying to “be everywhere for everyone.”
– Build a story that highlights how your approach is different, and why you do what you do.
– Map that story to the actual channels and formats your ICP already consumes.
– Treat PR as an experiment: test audiences, outlets, and angles, then adjust.
– Use AI to accelerate research, formatting, and ideation—not to replace human storytelling.
– Put infrastructure in place (brand, website, capacity, intake process) before turning up earned visibility.
– Measure success with a blend of qualitative feedback, relationship momentum, and selective hard metrics.
Story-Led Earned Media: A 6-Step PR Operating System
1. Start With the Audience, Not the Outlet
Most founders start PR by asking, “How do we get into X publication?” The better question is, “Who exactly do we need to reach—clients and referral partners—and where do they already pay attention?” Define age, role, geography, and behavior, then separate direct buyers from power-referrers so your PR work serves both.
2. Build a Differentiated, Human Story
Media doesn’t care that you exist; they care why you’re different and why it matters. Pull together three threads: how your approach diverges from competitors, the personal experiences that led you to this work, and any philanthropic or community commitments that show values in action. This becomes a narrative spine you can adapt for TV, print, podcasts, and speaking.
3. Match Message to Channel Consumption
A great story in the wrong format is invisible. If your ICP is in their twenties or thirties, you emphasize podcasts, social video, and YouTube; if they’re in their forties and fifties, you emphasize TV, local and national news, and print or digital publications they trust. Let media consumption habits—not your personal preferences—dictate the PR mix.
4. Run PR as a Continuous Experiment
Initial ICP assumptions are often wrong. Treat every pitch, appearance, and placement as a test: which angles get responses, which hosts want you back, which audiences turn into referrals or leads? Use that feedback to refine both story and outlet choices; PR becomes a live R&D lab for market resonance.
5. Use AI as a Strategic Accelerator, Not a Ghostwriter
AI can outline articles, surface trending topics, draft subject lines, and help maintain brand voice across assets. What it cannot do is intuit nuance, build trust with reporters, or carry a heartfelt conversation on air. Use it the way Barrie’s team does—as a speed tool for research and structure—while keeping human judgment at the center of all pitches and narratives.
6. Build the Capacity to Capture and Convert Attention
PR only works if your business is ready for an influx of interest. Before investing heavily, make sure you have foundational branding, a functioning website, clear offers, and internal capacity to handle new inquiries. PR partners best with organizations that have infrastructure, time, and an open mindset for collaboration and long-term relationship building.
AI-Accelerated PR vs. Traditional-Only Approaches
Approach | Traditional-Only PR | AI-Accelerated PR | Hybrid Relationship-Driven PR |
|---|---|---|---|
Core Strength | Runs on human relationships and manual media research | Speed in research, topic discovery, and content outlining | Combines deep human storytelling with AI-enhanced efficiency |
Key Limitation | Slow, harder to scale research and ideation; dependent on static media lists | Risks generic, “AI-scented” pitches that lack nuance and heart | Must be disciplined to avoid over-automation that dilutes authenticity |
Role of Storytelling | Often strong but time-consuming to develop and adapt across channels | Can outline stories but struggles to capture lived experience and emotional nuance | Humans own the story and interviews; AI supports formatting, versioning, and testing |
Best Use Case | Established brands with entrenched media networks and low urgency | Teams needing speed for ideation, research, and light drafting under resource constraints | Growth-minded small and mid-size brands seeking earned media that feeds SEO, GEO, and referrals |
Strategic Questions Leaders Are Asking About PR Right Now
How do I know if my company is actually ready for PR?
You’re ready when two boxes are checked: you have basic brand infrastructure (site, logo, clear offers, contact process) and you can handle more demand without breaking operations. If either is missing, fix that first—PR amplifies whatever exists, including bottlenecks and confusion.
What if I don’t think I have a compelling story?
You do; you’re just too close to it. Start with three prompts: how your approach to the work differs from peers on your block, what personal experiences pushed you to start this business, and where you’re giving back in ways tied to your mission. Those elements, framed properly, become the storyline that makes media and audiences care.
Should small businesses even bother with PR if they can’t afford a firm?
Yes, but with focus. For solopreneurs and small shops, that means defining a crisp ICP, crafting a short positioning narrative, and targeting 1–2 media types where those people are already paying attention—often podcasts and niche publications. You may not replicate a full agency program, but you can emulate the discipline behind it.
How can I measure PR success when the numbers are fuzzy?
Blend quantitative snapshots with qualitative signals. Tools like CoverageBook and Podchaser can show reach, engagement, and listens, but pay equal attention to reporter feedback, repeat booking requests, hosts becoming referrers, and the quality of conversations your appearances spark. Those qualitative cues often foreshadow pipeline impact before it shows up in CRM data.
Where does AI make the biggest impact in PR without hurting authenticity?
Use it in the background: researching outlets, surfacing trends, structuring long-form pieces, and drafting initial subject line options. Keep humans in charge of pitch crafting, tailoring to each journalist or host, media prep, and live delivery. That division of labor protects the human connection while reclaiming hours every week.
Author: Emanuel Rose, Senior Marketing Executive, Strategic eMarketing
Contact: https://www.linkedin.com/in/emanuelrose
Last updated:
– CoverageBook and similar tools for aggregating earned media analytics (traffic, engagement, estimated reach).
– Podchaser data for podcast audience size and episode performance.
– Practitioner observation: resurgence in demand for earned media as AI search and generative engines lean on high-authority, editorially-vetted sources.
– Barrie Cohen’s cross-industry case work in healthcare, finance, and professional services as evidence that story-led PR travels across verticals.
About Strategic eMarketing
Strategic eMarketing builds performance-focused, human-centered marketing systems for growth-minded organizations that want measurable results from authentic, story-driven outreach.
https://strategicemarketing.com/about
https://www.linkedin.com/company/strategic-emarketing
https://podcasts.apple.com/us/podcast/marketing-in-the-age-of-ai
https://open.spotify.com/show/marketing-in-the-age-of-ai
https://www.youtube.com/@EmanuelRose
Guest Spotlight
Guest: Barrie Cohen
LinkedIn: https://www.linkedin.com/in/barrie-cohenpr/
Company: Barrie Cohen Public Relations (BCPR)
Email: barrie@barriecohen.com
Bio:
Barrie Cohen is the Founder and CEO of Barrie Cohen Public Relations (BCPR), a boutique PR firm dedicated to transforming brands through personalized, strategic communication. With almost a decade of experience in public relations, Barrie has built a reputation for her hands-on, relationship-driven approach, ensuring that each client receives customized strategies designed to elevate their visibility and impact.
Since launching BCPR in 2017, Barrie has worked with clients across healthcare, nonprofit, finance, and other sectors, securing high-profile media placements in top-tier publications, television segments, and digital platforms. Her expertise in media relations, brand positioning, and storytelling has positioned clients as thought leaders and fueled meaningful business growth. Barrie also mentors the next generation of PR professionals through speaking and teaching in the US, Canada, and the UK, with a focus on media strategy, personal branding, and the evolving PR landscape.
Episode: Marketing in the Age of AI — Public Relations, Earned Media, and Human Storytelling with Barrie Cohen (recorded November 19th, 2025, 3:00 PM PST / 4:00 PM MST)
About the Host
Emanuel Rose is a senior marketing executive and author of “Authentic Marketing in the Age of AI,” specializing in helping brands blend data, technology, and human storytelling to win trust and market share. Connect with Emanuel on LinkedIn: https://www.linkedin.com/in/emanuelrose
From Insight to Action: Turn Your Story Into Earned Authority
The next move is simple: document your ICP, write a one-page version of your origin and differentiation story, and map three outlets or podcast verticals your audience already trusts. Use AI to help you outline and tighten, then start small with targeted pitches and track what actually resonates.
As you see which conversations turn into relationships and referrals, refine the narrative and double down on the channels that reward your effort—your PR program will grow from there, step by step.