Key Takeaways
- SearchTides and Needle formed a preferred partnership that pairs earned media expertise with AI visibility strategy to help clients show up in generative search answers.
- The partnership targets an ownership gap, as Muck Rack’s 2026 State of PR report finds nearly a third of PR pros say no one at their organization owns generative engine optimization.
SearchTides, the AI visibility consultancy, and Needle, a boutique communications agency, have announced a preferred partnership that positions their clients to win in the era of AI-driven discovery.
While communications teams understand the growing importance of their work for AI visibility, many are still unsure how to optimize their content and materials for generative search, or even who should own that strategy. According to Muck Rack’s 2026 State of PR report, nearly a third of PR professionals say no one at their organization currently owns generative engine optimization. That disconnect creates a clear opportunity for communications and AEO teams to work more closely together.
SearchTides and Needle are partnering to close that gap, combining Needle’s track record of securing high-quality earned media with SearchTides’ technical expertise in generative search. SearchTides clients will gain preferred access to Needle’s earned media expertise, with select engagements fully integrating media relations into their AI Visibility programs.
How Earned Media Strengthens AI Visibility for SearchTides and Needle Clients
Needle clients, in turn, gain access to SearchTides’ AI Visibility capabilities, helping them understand how they appear across generative search and extend the value of earned coverage into AI-driven discovery.
“AI assistants have made it easier than ever for people to make decisions, but that also means brands need a real strategy for how they show up in those answers,” said Drew Schweppe, CEO of SearchTides, in a statement “Earned media is one of the clearest signals AI systems rely on to decide who’s part of the conversation, and Needle’s ability to consistently secure that kind of coverage made them the obvious partner as we help clients keep pace with the fastest rate of change this industry has seen.”
About SearchTides and Needle: AI Visibility Meets Earned Media Expertise
SearchTides helps brands earn prominent placement in generative search results. Founded in 2013, the agency works with brands including FanDuel, CreditNinja, Incode, melin, and Flash Furniture across financial services, SaaS, health, furniture, and e-commerce. Rather than treating AI visibility as an SEO exercise, SearchTides scores brands across six layers and 48 metrics—from crawler access to independent corroboration—to determine whether AI systems recommend a brand with confidence or hedge.
Needle is the communications agency that designs creative programs and tailored campaigns that move the needle for high-growth companies and investment firms. Specializing in B2B tech, their clients include startups operating and funds investing across AI infrastructure, applied AI, biotech, climatetech, design, fintech, healthtech, and beyond.
“We’ve always prioritized quality storytelling and thoughtful strategy over volume,” said Tess Pawlisch, Founder and CEO of Needle. “In today’s media landscape, meaningful attention is harder to earn, which makes it even more important to maximize the value of every opportunity we land and every message we put into the world. SearchTides is helping us do exactly that, and we’ve already seen firsthand how their expertise extends the impact of our work.”
