As organic search dwindles, strategic PR is your most powerful tool for staying visible.
Organic search traffic is projected to drop by at least 50% in just two years.1 What does that mean for architecture, design, contract building and homeware brands? It’s time to take a serious look at your GEO strategy.
Increasingly, consumers are turning to AI to decide how and where they spend their money, with nearly 60% already doing so.2
So, what is GEO? Generative Engine Optimization is the practice of shaping the answers AI generates, “hacking” AI’s direct response by building visibility with the credible sources it trusts most. And where do LLM platforms like OpenAI and Gemini get their information? From earned media.
When a chatbot pulls sources, more than 85% of cited links are earned media coverage.3 These references are credible, high-quality media. It’s organic exposure and third-party recognition, including press coverage that can’t be bought, but can be gained through a comprehensive earned media strategy.
Here’s how engaging a public relations firm can help your brand level up in the age of AI.
AI-driven search results heavily favor journalism from the past 30 days.4 Partnering with a PR firm ensures consistent, repeat visibility through well-rounded campaigns that keep you top of mind across key sources. More on that soon.
While owned media can play a role, AI platforms rely on third-party sources to validate any claims you may make on your website or social channels.5
That’s what makes organic placements in digital publications so valuable, and why a proactive media relations strategy is essential. It shapes the narrative AI tools generate about your brand by driving stories from the sources they trust most.
So, if The Strategist and Better Homes & Gardens both feature your fixtures in recent “best lighting sconces” round-ups, you’re more likely to surface in AI recommendations. But if your PR team also secures an interview with The New York Times, you can also get spotlighted for brand values like ethical onshore manufacturing or a commitment to quality.
While owned media can play a role, AI platforms rely on third-party sources to validate any claims you may make on your website or social channels.5
That’s what makes organic placements in digital publications so valuable, and why a proactive media relations strategy is essential. It shapes the narrative AI tools generate about your brand by driving stories from the sources they trust most.
So, if The Strategist and Better Homes & Gardens both feature your fixtures in recent “best lighting sconces” round-ups, you’re more likely to surface in AI recommendations. But if your PR team also secures an interview with The New York Times, you can also get spotlighted for brand values like ethical onshore manufacturing or a commitment to quality.
While owned media can play a role, AI platforms rely on third-party sources to validate any claims you may make on your website or social channels.5
That’s what makes organic placements in digital publications so valuable, and why a proactive media relations strategy is essential. It shapes the narrative AI tools generate about your brand by driving stories from the sources they trust most.
So, if The Strategist and Better Homes & Gardens both feature your fixtures in recent “best lighting sconces” round-ups, you’re more likely to surface in AI recommendations. But if your PR team also secures an interview with The New York Times, you can also get spotlighted for brand values like ethical onshore manufacturing or a commitment to quality.
With an overwhelming volume of digital content to sift through, AI engines prioritize sources that are proven to be credible and well-optimized for quick search.6
Frequently cited, authoritative outlets like The Associated Press and Forbes are often referenced for their established trust, while B2B trade publications play a critical role in more technical or niche topic queries.
A strong PR strategy balances both by targeting top-tier titles for broad visibility while securing placements in specialized outlets where deeper expertise shines. This dual approach increases your chances of showing up wherever AI is pulling answers, whether for mainstream exposure or highly specific industry insights.
Generative AI platforms follow the grade-school principle we learned early on—cite credible, well-established sources. They’re trained to filter out overtly promotional content, so visibility today depends on a consistent, well-balanced earned media that builds real authority.
As AI becomes a more prominent discovery tool, design and architecture PR metrics are evolving alongside it. UpSpring’s multidimensional KPIs track coverage in relation to how LLMs are surfacing your brand:
In the age of AI, the time to invest in PR is now. As AI shapes discovery, modern media relations strategies are intentionally driving the coverage chatbots already cite. In a pay-to-play landscape, earned media is the competitive advantage that can’t be bought.
[1] Gartner Predicts 50% of Consumers Will Significantly Limit Their Interactions with Social Media by 2025, 2023
[2] Nearly 60% Use AI to Shop — Here’s What That Means for Brands and Buyers, 2025
[3] & [4] What is AI reading? Takeaways from a report on AI brand visibility, 2025
[5] Earned Media Is Becoming the New Currency of A.I.-Driven Discovery, 2025
[6] Muck Rack Study: Generative AI Relies Heavily on Earned Media and Journalism, 2025
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