Why Is Earning Attention the New B2B Currency in the AI Era?

AIM B2B CEO Robert Heldt recently published a piece for the International Public Relations Association (IPRA) about the importance of Earned Attention in the modern B2B landscape. With more than a decade of experience guiding global brands through the complexities of the Japanese market, Robert advocates for a human-first approach to corporate communications.

In the rapidly evolving digital landscape, the old PR and marketing playbook is fading. For years, businesses operated under the simple model of buying attention to get a customer. However, as content explodes and audiences actively seek out information that truly matters to them, companies are being forced to shift their strategy from buying attention to earning it.

This isn’t just a tactical change, it is a fundamental mindset shift from a one-way broadcast to an interactive dialogue. Instead of asking what we want to say, effective brands are now asking what their audience wants to hear and how they want us to say it.

What Are the 3 Stages of Earning Attention?

According to Ross Rowbury of Nomura Holdings, earning attention is a disciplined process involving three critical stages:

• Grab Attention: First capture the audience with a creative approach
• Maintain Attention: Prove relevance through deep audience research
• Embed the Narrative: Solidify the brand’s narrative through storytelling that resonates on a deeper level

Authenticity is the most important quality a brand can have in this process. It requires transparency, social validation and community engagement rather than just polished paid media.

Why Is Third-Party Validation Critical?

A core component of this strategy is refined stakeholder management. Rather than a brand broadcasting its own greatness, it should tell stories about customer experiences or what users love about its services. This approach focuses on sourcing and curating social validation to solidify a narrative, which is a significant departure from traditional advertising.

To craft stories that are compelling enough to be shared by third parties, brands should utilize the nine elements of news: Timeliness, Proximity, Impact, Prominence, Conflict, Oddity, Emotion, Currency and Usefulness.

How Important Is the Human Element in an AI World?

While buying ads is transactional and easy, Earning Attention is difficult because it is built on trust. In a digital age, the most valuable attention comes from authentic human voices—specifically senior leaders, employees and customers.

Executive presence on platforms such as LinkedIn is highly underutilized but powerful. For instance, a former CEO’s content at Hitachi Industrial Equipment Systems performed two to three times better than the official company page. People do business with people, not logos, making these human connections vital for credibility.

How Does AI Impact Brand Discoverability?

The rise of AI and generative search has made Earning Attention even more critical. AI models and Large Language Models (LLMs) such as ChatGPT and Gemini rely heavily on high-quality, third-party sources (such as trusted media coverage) to generate responses.

Brands with strong earned media are more likely to surface in AI-generated answers. This makes discoverability just as important as reputation. Companies must now monitor how AI cites their brand to ensure messaging aligns with their values.

How Should B2B Brands Measure Success?

In this new environment, success is measured differently. Beyond traditional media hits, brands should focus on:

• Social Engagement: The volume of mentions and community interaction.
• LLM Visibility: Monitoring mentions within AI models to detect reputational risks and gain insights.
• Comprehensive Data: Using platforms to track news, social media and LLM data together.

FAQ

Summary

Ultimately, a brand is built over time through continuous dialogue. As algorithms evolve to prioritize trust and relevance, earning attention is no longer optional—it is the currency of the future.

To explore the full details of this strategy, read the original article here: https://www.ipra.org/news/itle/itl-657-earning-attention-the-new-b2b-currency/