Why your brand needs to be talked about (by someone other than you)
Traditional media coverage remains crucial for brand trust in the AI era as third-party credibility shapes visibility.
Is AI making traditional media coverage irrelevant?
That was the question a founder asked me on a recent call. And if they were wondering that, chances are, you might be too.
It’s a fair question. With so much content now being generated by AI (some good, some forgettable), you might be thinking: “Why bother trying to get journalists to write about us, when we can publish our own blog or use LinkedIn posts to tell our story?”
I get it. It’s faster, cheaper, and more controllable. But here’s the catch: what you say about yourself is no longer enough. Not in 2025.
Let me explain.
People trust what others say about you more than what you say about yourself
This isn’t new, but it’s more relevant today than ever.
With all the AI-generated content flooding our feeds, people are becoming more sceptical. A recent study from Camphouse found that 92 per cent of consumers trust independent news stories and expert commentary more than ads or self-promotion.
Why? Because these stories are seen as more objective. When your startup is featured in a respected publication, or when a journalist decides to write about what you’re building, it signals credibility in a way that a sponsored post or branded video simply can’t.
And the numbers back it up. A Nielsen study reported that independent editorial coverage is 88 per cent more effective at boosting a brand’s credibility than content created by the brand alone.
So while your own channels are important, they can’t replace the power of someone else putting a spotlight on your work, especially someone your audience already trusts.
AI tools are trained to surface trusted sources, not marketing copy
Here’s something many founders don’t realise: AI tools like ChatGPT, Gemini, and Google Search are increasingly trained on content from authoritative sources.
This means independent news articles, expert interviews, and published opinion pieces carry a lot more weight in how your company shows up in AI-generated summaries, search results, or chatbot recommendations.
In contrast, most ad copy or self-published content (like blogs or sponsored articles) don’t get the same visibility or influence.
If you’re investing in your company’s future visibility, with both human customers and AI platforms, you want your story to live in places that these systems respect. Which often means credible publications and well-researched stories, not just SEO hacks or LinkedIn thought pieces.
What does this mean for startups?
If you’re a founder, you already know how tough it is to stand out in a sea of brands and chatter.
You can have a great product, a strong pitch deck, and loyal early adopters but if no one outside your bubble is talking about you, growth gets harder. Fundraising gets harder. Recruiting gets harder.
Getting others to talk about you, whether that’s a journalist, a trusted industry voice, or a recognised news outlet, helps open doors. It creates trust before you even enter the room.
And in a world where AI is shaping what people see, read, and believe, that trust might just be your most valuable currency.
Final thoughts
The next time you’re thinking about how to raise awareness, don’t just ask: “What should we post?” Also ask: “Who else is talking about us and why should they care?”
So, back to the question I was asked: “Is AI making traditional media coverage irrelevant?”
Not at all. In fact, it’s doing the opposite.
AI is accelerating the value of credible third-party stories. It’s filtering out the fluff and surfacing what’s been said about you in places that matter. And it’s rewarding brands that are seen as trusted, not just loud.
If you’re building a brand worth talking about, now’s the time to make sure others are talking about it for the right reasons, in the right places.
If you’re curious about how to do that, the right PR partner can help guide the way.
Article written by Meilin Wong and originally published on e27.