Earned Media Was Never Optional — AI Just Made It Obvious

The phrase, “What’s old is new again,” has plenty of applications. Usually when I invoke it around media relations, it suggests a story that might still have a moment in the sun if it’s pitched to the right outlet at the right time.

Lately, AI & LLMs have also made what was once considered old new again. And now we’re talking about media relations work writ large.

As Tyler Perry wrote for Fast Company, “Earned media is king again.” The topic permeates conferences, as colleges and universities that ignored their earned media strategy recognize it actually matters a lot. 

It’s understandable why they might have thought otherwise. Dwindling institutional resources made prioritizing owned channels the safer play. You controlled the message from start to finish. You controlled when and how you communicated to your audiences. 

Developing long-standing relationships with journalists, on the other hand, is time-consuming. The frustration of lackluster placements when a team has to demonstrate value isn’t an option.

So why do LLMs place so much emphasis and value on major news and media outlets? A simple answer: Credibility.

It’s one thing for your website or social media channel to say, “Look at this great thing we’re doing.” It’s another for members of the national media to take notice.

The same goes for institutional audiences. Admissions prospects, alumni, parents, students, faculty, and staff know the institution controls its channels.

Outside coverage, though, is a whole different outcome. It can affect enrollment figures for the next incoming class. It can help recruit and retain faculty and staff. It can lay the groundwork for conversations during fundraising campaigns. Media coverage in a known outlet tends to produce a lasting ripple effect.

Trend and impact stories about students, about faculty, about the institution—they’re all  valuable. Op-eds by leaders and faculty that share a new insight or development, interviews where true expertise is exhibited, commentaries on breaking news—when these outcomes appear in the right outlets, the buzz is immediate, and the recurring value is only beginning. 

AI and LLMs are helping us recognize: what’s old is new again. Today’s media hits are yesterday’s drumbeats.  Let’s start beating that drum today.

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About the Author
Jeff Canning is Vice President & Media Strategist at Mackey Strategies. With 15 years of experience and trusted relationships across the national media landscape, he helps colleges and universities build credibility, elevate their reputations, and make the most of every opportunity to share their stories.