A study from MuckRack found that generative AI tools like ChatGPT and Gemini heavily draw on earned media—news articles, interviews, and expert commentary—when generating responses.
Not just occasionally.
Over 85% of their citations come from these sources, and half of all AI answers include at least one.
That’s a big deal, especially if you’re in life sciences, biotech, or healthcare.
It means your media coverage strategy shouldn’t just be about reaching people. It’s that your strategy should be focused on shaping what AI says about your company, your science, and your leadership. Whether someone’s asking a chatbot about a new therapy or researching your pipeline, there’s a good chance AI is quoting the press.
This shifts how we think about PR.
It’s not just about visibility in traditional channels—it’s about being part of the data AI uses to inform the world. Timely, credible, expert-driven coverage is now a strategic asset in how your brand shows up in AI-generated content.
Here are four tips to consider. Keep in mind that these tips don’t reflect a significant change from traditional media strategies but it’s important to focus on how to optimize them for the AI world.
Prioritize Earned Media in Authoritative Outlets. AI models lean heavily on credible journalism so the following points remain the same from traditional media strategies:
- Pitch stories to outlets with strong domain authority (e.g., STAT, Nature, Forbes Health, Endpoints News).
- Focus on getting quoted by subject-matter experts or featured in interviews.
- Avoid fluff—AI favors substance over spin.
Why it matters: The study found that 85% of AI citations come from earned media. If your company isn’t showing up in reputable sources, you’re invisible to the algorithms.
Keep It Fresh and Timely: AI tools prioritize recent content when generating responses. To stay relevant, another traditional PR imperative:
- Maintain a steady cadence of newsworthy updates—clinical trial milestones, partnerships, regulatory wins.
- Refresh your messaging regularly across channels.
Why it matters: AI models are trained to favor newer sources. Stale content gets buried.
Lean Into Thought Leadership: AI loves expert-driven, opinionated content. So:
- Publish op-eds, white papers, or commentary in respected publications.
- Position your executives as go-to voices on emerging issues—AI in diagnostics, CRISPR ethics, digital therapeutics, etc.
- Don’t shy away from bold takes (as long as they’re backed by data).
Why it matters: AI tends to surface content that reflects strong, informed perspectives—especially when it’s tied to current events or debates.
Optimize for Discoverability—Not Just SEO: Traditional SEO still matters, but AI search is more context-driven. To boost visibility:
- Use clear, jargon-free language that aligns with how real people ask questions.
- Include citations and links to reputable sources in your own content.
- Make sure your brand is mentioned in articles that answer common queries (e.g., “What are the latest advances in mRNA vaccines?”).
Why it matters: AI doesn’t just look for keywords—it looks for relevance, clarity, and credibility.
Keep in mind: In this new landscape, your next investor, partner, or patient might not be searching Google. They might be talking to an algorithm. The good news for publicists is that these tips are what some of us have been recommending for years, when we focused on prestige media and search engines; there’s just a new twist in terms of also targeting AI and chatbots.
Here’s the full study if you want to dig in: MuckRack: What is AI Reading?
