Sarah Evan’s insightful LinkedIn post on the future of PR…
Sarah Evans | /prsarahevans
The Future of PR Isn’t Paid, Earned, Shared, and Owned, Introducing: R.O.S.E.
Sarah Evans
Partner and Head of PR at Zen Media, AI in Communications Thought Leader, Professional Moderator and Tech Host
July 24, 2025
Why communications leaders need a new model for visibility in the AI era
We’ve spent the last two decades aligning PR and communications strategy around a model that was built for a very different world.
But visibility today is not determined by placement alone. It’s shaped by how discoverable you are in an AI-first ecosystem—by who cites you, how your expertise is structured, and whether machines can verify your credibility.
This shift breaks the old model. And it’s why I’m introducing a new one.
Why the Old PR Model No Longer Works
The “paid, earned, shared, owned” PESO (from Gini Dietrick) framework once helped teams organize media efforts into discrete channels. But AI doesn’t see those categories as equal—or even relevant.
NOTE: Don't discredit PESO, it has it's place and what I share here could be irrelevent tomorrow. I'm okay calling myself out later if this doesn't
Today, AI determines visibility based on:
Authority signals (like editorial vetting, third-party validation, and citations)
Content structure (FAQ formats, schema, metadata, conversational flow)
Source credibility (is this content trusted enough to be cited in an answer?)
In short:
You can’t buy your way into AI results. You have to earn your way in, and structure it properly.
Proof of the Shift
AI-generated answers (from ChatGPT, Google AI Overviews, Perplexity, Claude, etc.) overwhelmingly cite journalism, expert content, and official sources.
Paid media has zero influence on AI rankings.
Conversational interfaces now favor clear, structured responses—not branded storytelling.
This demands a new model. I have the V1 framework guide available, just message me and I'll send it to you.
Introducing ROSE: The Framework for AI-Era PR
ROSE = Responsive · Owned · Social · Engine
Unlike traditional models, ROSE reflects how modern visibility is actually earned, and how authority is processed by AI.
🟥 Responsive (Highest Impact)
Earned media evolved for an AI-first world
Includes: PR coverage, interviews, podcast appearances, bylines, speaking
Why it matters: Most cited content in AI results comes from editorially-vetted, expert-driven sources
Tactics: expert commentary, data-led stories, journalist relationships, live appearances
🟨 Owned (High Impact)
Structured content that signals authority
Includes: Websites, blogs, whitepapers, resource hubs
Why it matters: Owned content supports long-tail discovery and is the foundation for amplification
Tactics: executive POVs, FAQ hubs, long-form explainers, thought leadership series
🟩 Social (Medium Impact)
Community validation and reach
Includes: Reddit, Quora, LinkedIn comments, niche communities
Why it matters: Some social platforms feed AI training and trust models
Tactics: strategic engagement, industry commentary, post amplification, earned shares
🟪 Engine (Emerging Impact)
Technical readiness for AI discovery
Includes: All structural and backend elements
Why it matters: Search engines (and AI) rely on markup, clarity, and crawlability to understand and surface content
Tactics: schema, metadata, conversational format, AEO (Answer Engine Optimization), voice search readiness
Why This Hierarchy Matters
AI doesn’t treat all sources equally. Here’s what current AI models prioritize when surfacing content:
Editorial media (fact-checked, independent, trusted)
Government and educational sources (high authority)
Aggregator and forum content (curated, community-validated)
Owned brand content (least trusted unless structured and cited)
The takeaway?
Responsive media is more valuable than ever—but it must be discoverable, structured, and supported by technical foundations.
The SOFT Foundation: How Content Gets Discovered by AI
To make any content discoverable and AI-citable, apply SOFT principles:
Structured: Use headers, FAQs, bullet lists, clear hierarchies
Optimized: Write with natural prompts and question-answer formats
Formatted: Include schema markup, semantic HTML, alt text, meta descriptions
Technical: Ensure crawlability, fast page speed, and mobile readiness
These principles apply to every category in the ROSE model—from a media quote to a blog post.
How to Use ROSE in Your PR Strategy
Check out this reactive mapping tool to see everything that R.O.S.E. includes [bookmark it for now]
This comprehensive chart breaks down all four ROSE categories with specific tactics you can implement immediately. Here's what you'll find when you explore it:
🔴 RESPONSIVE (Red) - The largest section reflecting its priority
Traditional Media Relations
Expert Positioning
Thought Leadership
Influencer Relations (Scroll through 25+ specific tactics like "expert commentary," "research reports," "podcast appearances")
🟡 OWNED (Orange) - Your content foundation
Website & Blog
Long-form Content
Multimedia Content
Communication Channels (20+ tactics from "FAQ pages" to "white papers" to "executive communications")
🟢 SOCIAL (Green) - Community authority building
Professional Communities
Brand Social Channels
Community Building
Engagement Tactics (18+ tactics covering everything from "Reddit communities" to "employee advocacy")
🟣 ENGINE (Purple) - The emerging AI optimization category
Technical SEO
AI-First Content
Generative Search
Platform Optimization (15+ tactics including "schema markup," "GEO optimization," "ChatGPT optimization")
💡 How to use this: Scroll through each section to see all available tactics. Use it for campaign planning, team training, client presentations, and strategic audits. Each tactic is clickable and color-coded for easy reference.
Save this chart, share it with your team, and start planning campaigns that actually work in an AI-first world.
For Campaign Planning
Lead with Responsive: What expert POV are we adding to the conversation?
Support with Owned: What do we control that can reinforce this authority?
Amplify through Social: How are we entering the right conversations?
Optimize for Engine: Is our content actually discoverable by AI?
What Comes Next for Communications Leaders
If you lead a PR or communications team, this is the moment to evolve your playbook.
You are no longer just pitching stories—you’re building strategic discoverability.
For Agencies
Audit every client strategy through ROSE
Eliminate reliance on pay-for-placement or vanity metrics
Train teams on AI discovery principles and AEO
For In-House Teams
Map current efforts to the ROSE framework
Identify gaps in earned authority and structured content
Invest in discoverability infrastructure now
For the Industry
Paid doesn’t earn trust. Structured authority does.
Visibility isn’t about distribution. It’s about being the best source.
The AI era doesn’t change the value of PR. It changes how we deliver it.
This isn’t about trends. It’s about relevance.
The companies winning in AI-driven visibility aren’t spending more—they’re structuring better, responding faster, and building unshakeable authority.
If you’re still optimizing for the old model, you’re not just behind—you’re becoming invisible.
The future of PR is Responsive. Owned. Social. Engineered.
