Why Media Relations Matters Even More in the Age of AI
By Jennifer Regen Bisbee, APR, Fellow PRSA
February 2026
Just as I thought I was witnessing the near-death of legacy media, a huge reprieve arrives. As AI reshapes how information is found, ranked and trusted, earned media has become one of the strongest drivers of authority — not only with human audiences but also increasingly with AI search engines, recommendation systems and knowledge models.
In an environment where anyone can publish content, third-party validation is now the premium currency of credibility.
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Jennifer Regen Bisbee, APR, Fellow PRSA
Jennifer Regen Bisbee, APR, Fellow PRSA, is founder, president and chief consultant of Bisbee and Company, Inc.
