Spending money on PR but seeing little return? The problem may not be PR itself, but how the strategy is built. Here’s why brands waste their PR budgets and how to fix it.

For more than a decade, marketing budgets have been dominated by paid tactics. These include glossy native ads, advertorials, and influencer campaigns. The aim was simple: get brands in front of audiences through placements that looked like earned media. But Generative AI has flipped the script. AI Search Is Built on Earned Media Muck Rack’s Generative Pulse 2025 report analysed over one million real user prompts into top AI tools like ChatGPT, Gemini, and Claude. The results are a wake-up...