Tag: crisis communications

Earned media fuels AI and SEO

Posted on by Bridget

For years, media coverage was judged in headlines and column inches. A story in the AFR or Bloomberg meant credibility, influence and reputation. Those benefits remain powerful. But today, earned media has a new role: it is the fuel that determines whether your organisation is even found online.

Search engines and generative AI platforms such as ChatGPT, Perplexity and Genisys are now the default gateways to information. Investors, advisers, policymakers and journalists no longer start with your website — they start with Google or AI. Which means the challenge is no longer just telling a good story. It’s making sure your story is discoverable.

The SEO payoff: how earned media boosts Google rankings

Google’s search algorithm rewards authority and trusted backlinks. A white paper sitting only on a corporate site may never climb search rankings. But once the same analysis is cited by trusted media, SEO visibility jumps. The reputational halo of third-party coverage is matched by backlinks that push your content up the search ladder. In other words: earned media builds trust, SEO ensures it’s found.

The AI shift: why generative AI trusts earned media

Generative AI has raised the stakes. Unlike search engines, AI relies on vast datasets that favour content repeatedly cited and independently validated. A CEO quoted in Reuters is far more likely to appear in a ChatGPT sector summary than the same insights buried in a blog post.

That makes earned media the bridge into AI visibility. Without it, even the smartest content strategy risks invisibility in the very channels where audiences are looking first.

From media headlines to measurable SEO and business results

At Honner, we see this shift every day. One asset manager client published research on retirement income that barely moved the dial on their website. After we secured AFR and trade coverage, backlinks pushed their SEO rankings up, AI platforms began referencing the insights, and adviser enquiries quickly followed. The same content, but amplified through earned media, became a driver of visibility and business leads.

Integrating PR, SEO and digital strategy for AI visibility

The message is clear: PR, SEO and digital can’t sit in silos. Together they power a continuous growth loop: insights drive coverage, coverage drives authority, authority drives SEO, and AI turns visibility into new audiences and opportunities.

The bottom line? Earned media is no longer just about reputation. It is the engine of digital discovery — and the entry ticket to relevance in the age of search and AI.

When a crisis hits, will you be ready?

Posted on by Bridget

In nearly four decades as a journalist and PR professional, I’ve seen crises of every kind. From governance failures to tech meltdowns, but recent events show that even the most established organisations are not immune.  Reputation is among the most fragile currency an organisation holds. It can take decades to build, yet can collapse in hours. 

When a crisis hits – a system outage, cyberattack, or leadership controversy – stakeholders want one thing: for you to handle it. That means addressing the issue and keeping people informed along the way. 

Without a clear plan, communication stalls, messages conflict and trust unravels in real time.

Why recent events are a wake-up call

Take recent telecommunications failures: system upgrades or technical glitches that block access to emergency hotlines; millions of users cut off; regulatory scrutiny; media and public backlash.  

The technical fault matters – but the bigger failure comes when people are left in the dark. Organisations that act quickly, speak plainly and keep stakeholders updated recover trust far faster than those that delay, deflect, or stay silent.  

The best way to act quickly is the be prepared. Do you have a crisis playbook at hand? 

The three biggest mistakes in crisis communication
  1. Waiting too long to speak: Silence creates a vacuum that critics and social media will gladly fill – with a 24×7 global conversation adding to the pressure
  2. Sounding defensive or evasive: Minimising the issue or blaming others only fuels outrage
  3. Forgetting humanity: Legalistic statements may protect liability but alienate staff, clients and the public
Why you need a clear crisis management plan

Too often, organisations focus inward on containment while clients, regulators and the public wait for answers. A crisis communications playbook demonstrates preparedness, ensuring you can respond quickly, clearly and credibly, and on the channels your audiences actually use: social media platforms like LinkedIn, X and Instagram, mainstream media and direct client communications. 

A well-prepared plan gives leaders the structure to: 

  • Escalate quickly so decisions don’t bottleneck 
  • Communicate early and consistently across all audiences 
  • Show empathy and accountability  
  • Meet regulatory obligations for timely, transparent updates 
  • Run simulations so your team knows exactly what to do under pressure 

 

Because when the spotlight is on you, there’s no time to figure it out as you go. 

The bottom line

Crisis management requires calm, lateral thinking, and swift, informed decisions. Above all, it demands preparation.  

At Honner, we partner with clients across banking, wealth, asset management, insurance and fintech to design crisis strategies and playbooks, run simulations and provide trusted counsel when it matters most.  

Because when the fire comes, you want your leadership and values to shine through — not your failings. 

Is your organisation crisis-ready? For a confidential discussion on protecting your reputation and building resilience, contact the Honner team today.