The New Reality of Earned Media

November 7, 2025

The New Reality of Earned Media

Earned media is no longer just about landing a ‘PR hit; today, it’s about earning trust, feeding AI search, and working with journalists who operate at the intersection of editorial, commerce and data. The UK media landscape has shifted fast, and the PR approach you relied on before will no longer deliver competitive visibility.

Five major changes reshaping UK media & PR

1. Affiliate commerce is driving consumer coverage

‍Traditional press office output won’t perform without commercial understanding. Editorial shopping verticals are prioritising trackable, monetised links — including The Guardian’s The Filter, The Independent’s IndyBest and The Telegraph’s Recommended. If your product doesn’t meet affiliate requirements or supply tracking links, coverage becomes harder, regardless of quality.

2. AI summaries are pushing earned editorial further down-page

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Independent UK analysis shows AI Overviews can cut publisher CTR by ~48% on desktop and ~38% on mobile. This is where Generative Engine Optimisation (GEO) becomes essential. AI favours trustworthy, expert-led, unique quotes and data. DTC brands now need GEO-ready assets for visibility across AI-powered search results.

3. Data-driven research is now essential for coverage

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Journalists are demanding owned data and consumer insight to satisfy GEO signals. Proprietary trend reports, category analysis and original research now earn more space than product-only pitches. Layering research with third-party commentary, listicles, and brand quotes delivers maximum media value and thought-leader positioning.

4. Spokespeople need third-party credibility

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Journalists increasingly prioritise independent experts like clinicians, academics, and analysts over brand side voices. PR has shifted towards credibility by association and unique quotes and specialist endorsement matter more than ever.

5. Media relationships must reflect commercial context

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Many consumer desks now operate hybrid editorial + e-commerce models with upfront affiliate disclosures. To earn placement, PR activity must align sampling, tracking links and promotional calendars while respecting independent editorial standards.

How to maximise PR performance in 2026

Remodel your press office with commercial thinking:

Supply trackable affiliate links with every earned placement
Build an expert comment roster - brand-side and third-party
Frame your PR roadmap around data, not just product
Host workshops to mine internal insights and customer trends
Commission research with campaignable assets and expert context

What success looks like for DTC PR

Modern DTC PR is Performance PR, where editorial trust, affiliate performance and AI visibility intersect. Brands that deliver:

Verifiable data
Credible third-party expertise
GEO-ready assets

will continue to earn top-tier attention, even as SERP clicks become more competitive.

The future isn’t less PR, it’s smarter PR. PR that’s data-literate, AI-fluent, commerce-compatible and measured not just in clippings, but:

Citations
Qualified traffic
Credible mentions
Attributed revenue

Here are the top UK media that expect PR teams to be affiliate + editorial savvy.

The Guardian — The Filter
The Independent — IndyBest
The Telegraph — Recommended
The Sun — Sun Selects
Evening Standard — ES Best
Good Housekeeping UK — Tried & Tested
GQ UK — GQ Recommends
Men’s Health UK — Tested & Approved
Women’s Health UK — WH Picks
Cosmopolitan UK — Cosmo Recommends

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Is your brand using Performance PR or is it stuck in 2025? To improve your affiliate-compatible, AI-visible PR footprint drop us a line and let’s see how performance PR can scale your brand in 2026.

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