How people discover information online is changing at speed. Instead of typing keywords into Google and scrolling through endless results, users are turning to AI tools like ChatGPT, Google’s AI Overviews and Perplexity for instant answers.
Public relations is presented with a new opportunity. While the industry got left behind with SEO, there’s now a chance to lead in a new field: generative engine optimisation, or GEO.
Here’s why it matters for your brand and why media relations teams are best placed to take control.
What is GEO?
‘Zero-click searches’ are becoming the new norm, and increasingly we’re all asking large language models (LLMs) direct questions and receiving detailed answers. Thus, traditional search traffic is declining. To stay visible, brands must get cited and referenced within AI-generated responses. That’s GEO in action.
And it’s not a distant trend. Research from SEMrush suggests AI search visitors could outnumber traditional search visitors by 2028. Even more striking: a visitor referred via an LLM is 4.4 times more valuable than one from organic search. (source)
Why? Because by the time someone clicks through from an AI response, they’ve already read detailed context about your brand. They may be further along the buying journey, or in a PR context, forming a positive perception.
Why PR needs to lead on GEO
Here’s the exciting part: GEO plays to PR’s existing strengths.
Recent research published by Muck Rack, which analysed over one million links cited by AI tools, shows that 95% of sources cited in LLM responses are unpaid and nine in ten are drawn from earned media coverage. Articles from trusted media brands are fuelling the majority of AI citations. (source)
Why? Because journalism demonstrates expertise, authority and trustworthiness, the very qualities AI tools are trained to prioritise when delivering answers.
The numbers speak for themselves. Data analysing ChatGPT responses about global brands states:
- Editorial media is cited in 65% of answers about trust (source)
- It appeared in 72% of answers about value for money (source)
In other words, journalists produce the content that AI systems draw on. At the same time, media relations professionals play a vital role in shaping those stories, ensuring accuracy and amplifying brand presence in trusted outlets.
The platforms AI systems trust
Each AI system will draw on different sources, yet there are some patterns:
- Traditional media still dominates, as quality journalism provides the authoritative backbone LLMs depend on.
- Reddit is gaining ground fast: Since OpenAI’s partnership in May 2024, Reddit content in ChatGPT responses has increased. Authentic user discussions are gold dust for AI training. (source)
- Quora leads in Google’s AI Overviews: Its Q&A format mirrors how people interact with AI tools, making it one of the most-cited sources. (source)
- Business websites matter more than expected: Half of all links in ChatGPT responses point to business or service websites, showing that owned content is still critical. (source)
What this means for your brand
If SEO was about climbing rankings, GEO is about getting into the answer.
That requires a shift in mindset, from driving traffic to earning citations and accurate representation in AI-generated responses.
To succeed:
- Focus on quality over quantity. Create in-depth content that demonstrates expertise, authority and trust.
- Structure content clearly. With headers, bullet points and concise phrasing that makes it easy for AI systems to reference.
- Keep messaging consistent. AI pulls from multiple sources, so misaligned narratives risk confusing both the technology and your customers.
The PR advantage
PR teams are already equipped to lead GEO because they know how to:
- Create narratives that resonate with journalists (and target audiences), identifying what’s interesting
- Build relationships with the media outlets AI tools cite most
- Balance authority with accessibility in content creation
- Manage brand reputation across channels
The technical side of GEO overlaps with SEO, but the storytelling and relationship-building are pure PR territory.
Getting started with GEO
Audit your AI visibility: Track how often your brand appears in LLM responses and how it’s portrayed. Monitor direct mentions as well as the broader context.
Review your content strategy: Ensure your website is crawlable, well-structured and answers the questions your audience asks AI tools. Think comparison guides, FAQs and detailed product information.
Integrate GEO into media relations: When pitching stories or offering quotes, consider how that coverage may feed into AI responses months or years later. Clear, quotable insights will work twice — once in the media, again in AI outputs.
Don’t get left behind
AI is reshaping how people research and engage with brands. Those who adapt now will secure visibility while others are still figuring out what GEO means.
PR has always been about trust, credibility and narrative control. In the age of AI search, those skills are more valuable than ever.
Ready to future-proof your brand?
The Think Tank is a leading B2B marketing and PR agency with over 30 years’ experience building and maintaining brand reputations. Our integrated approach combines PR expertise with digital knowledge to help you navigate the evolving media landscape.
