Trevor Young

Why Earned Media Matters More Than Ever AI, fake experts and misinformation are reshaping the communications landscape. In this episode of The Experts Podcast, Nic Hayes speaks with leading PR strategist Trevor Young about the growing challenge of establishing trust and credibility in an increasingly artificial world. The Rise of Fake Experts Media outlets are receiving pitches featuring fake experts, AI-generated profiles and highly convincing images. For journalists, identifying genuine expertise is becoming harder. Trevor says legitimate experts must ensure they are visible, verifiable and easy for the media to assess. “It’s up to the experts who want to be in the media to make sure they can be found and that they are genuine.” Can AI Really Do Your PR? AI can support research, planning and content creation, but Trevor and Nic question claims that it can replace the judgement, relationships and strategic thinking behind effective PR. Communication is human. It requires personality, credibility and an understanding of the audience that cannot be produced with a single prompt. Be Visible and Verifiable Journalists, clients and AI search tools are increasingly checking the digital footprint of potential experts. Trevor explains why professionals need credible proof of their experience across owned media, including websites, articles, podcasts and social platforms. Expertise is no longer enough. It must also be discoverable. Earned Media Has Its Sexy Back In a world saturated with paid and AI-generated content, earned media has become even more valuable. Independent media coverage provides third-party credibility and creates the trusted online signals that influence audiences, journalists and AI search results. “Earned media is that credible, curated, specialist tier of media. It’s where the real engagement happens.” Broadway and Off-Broadway Media Trevor compares major national outlets to Broadway and smaller, specialist platforms to Off-Broadway. While the big stage remains attractive, niche publications, podcasts and industry media can deliver stronger engagement with highly relevant audiences. Both have an important role in building authority and reputation. This is a sharp and timely conversation about authenticity, discoverability and why genuine expertise remains the most valuable communication asset of all.