Links from media are among the most valuable, because they come from websites with high trustworthiness and natural traffic. They cannot be obtained by asking, nor by paying for an unlabelled article – media respond to a topic that will interest their readers. Three approaches work: original data and surveys that give a journalist something to write about, expert commentary on a current event from a specific person at the company, and responding to journalists' enquiries when they are looking for a source. A press release without any news typically goes unnoticed. You need to reckon with the fact that some media outlets will not add the link, or will mark it as paid, which reduces its value, but a mention of the brand still brings benefit even without a link – especially in building the entity and visibility in language models.
See also: Unlinked mentions, Original data as a citation magnet, Digital PR for AI Visibility.
