New research shows that over 80% of AI citations come from earned media, with fresh content and specialist outlets playing a critical role. PR is no longer just about visibility. It is shaping how companies are represented in AI-generated answers.

As agentic AI drives a new wave of cybersecurity innovation, it is also creating more noise. Companies that break through are not the loudest. They are the clearest, with messaging that is credible, precise, and easy to understand across media and AI-driven platforms.

Earned media is playing a new role in how companies are discovered. As AI platforms reshape search and buyer behavior, PR is becoming a critical driver of visibility, credibility, and how your brand is represented online.