PR's Role in GEO

Generative Engine Optimization (GEO) seeks the same ends as SEO: to support a brand identity and drive traffic to its website. However, the pathway to that website travels through AI-generated answers: AI Overviews in Google, and Copilot in Microsoft Bing.

The strategy to land in these answers is not as simple as adjusting keywords or using longer keyword phrases. The vehicles we use to disseminate and share information like media relations, product announcements, social media, and content placement are relatively the same, but the fact-finding process undergirding the strategic plan is entirely different. There is also structure to think about. Large Language Models (LLMs) need content that they can understand and use in their answers. That’s a public relations capability and getting it right is central to effective GEO.

Earned media is critical, but press releases matter more than ever. Analysts on a recent MuckRack Generative Pulse study, What Is Ai Reading, prompted AI search millions of times to learn how marketing and PR vehicles (like press releases and earned media hits) were showing up in AI search. Overall, they determined that earned media is still king, but press releases are being cited 5X more now than they were earlier this year. Language models value trusted wires like Businesswire, PR Newswire, and GlobeNewswire, so the first takeaway is that if you aren’t using those wires, start. Furthermore, make some changes in the type of content and it is formatted.

Press releases need facts, active voice, and structure. To make those press releases more valuable, use more statistics, action verbs, bullet points, and objective sentences. Get rid of fluff and terms like “market leading” and “cutting edge.” Not only do they not mean anything unless there are numbers to back them up, they might actually harm the campaign.

Core to this is how language models synthesize information. Some “recency” data comes from the information stated in press releases like those covering product launches, new data reports, and similar news. Earned media reporting on that news is more important than press releases, but not everything from press releases make it into news articles. Press releases have the advantage of being directly from the source, which is clearly an authority on that information. That information is also accessible and properly formatted properly, and timely.

Articles in Industry trades can be nearly as important as those in Top Tier media. The reason for this is that AI search responds to the reputation and authority of the top tier media outlets. Domain authority doesn’t factor in the same way as it used to.

Dailies and national news outlets cover a broad range of news. They may be noted for their authority but the breadth of content covered there can’t compare to the depth and expertise of most industry trades. Language models need both sources. They synthesize the deeper information they need from the trades or .edu sites and Wikipedia — typically richer, more analytical sources — and the news outlets and press releases for timely news.

For PR practice, this means pitching the right stories to a mix of outlets. We’ve all gotten stars in our eyes by landing in the New York Times or the Wall Street Journal. Those are excellent wins, but do not discount the value of being in Education Week, District Administration, Chronicle of Higher Ed, or whichever trade is a trusted source on your topic.

When pitching stories, choose oft-cited journalists and build a long-term relationship with them. The Generative Pulse report explains that LLMs seem to have sources – both individual journalists and outlets – that they cite more often. According to their data, Nature, CNBC, Yahoo Finance, The Verge, Reuters, Axios, CNET, NerdWallet, Forbes, and Financial Times make a good starting point. Also of note is that half of the citations in AI search answers came from data published within the last 12 months. That means that refreshing data is critical.

Journalists who are pitched most often are not the same ones cited in AI search results. This is the disconnect between some PR efforts and what the data show. The upshot is that PR can be effective in influencing AI search when the PR strategy is a focused plan, not a spray-and-pray approach of sending press releases to the broadest possible list. Instead, be narrow, be specific, and build relationships with respected outlets and journalists.

There are limited cases where a broad distribution of news might be necessary so use the wire for that. Don’t send out press releases to hundreds and hundreds of media hoping that the bigger list might land a few journalists who will cover it. Our firm’s best PR wins are with media we have invested time in getting to know and we pitch accordingly. Knowing who gets cited most often by AI search answers around your products can help you pick journalists to put on your “A” list. ​ Then, pitch off-cycle and don’t let your only communication with them be an announcement. Instead, be a source. Feed target journalists relevant information even if it isn’t about your company and product.

Overall, the pillars of the PR plan should align with the GEO strategy. If you are looking to better understand GEO and the growing role of public relations in developing and executing strategy, try this short course Fundamentals of Generative Engine Optimization from MuckRack Academy. It expands on some of the points presented in this article and it explains the research process to develop a GEO strategy. Asking AI search questions like “What is the top reading curriculum based in the Science of Reading?” will show which sources were cited in the answer, which is valuable intelligence in deciding which outlets and journalists that should be in your target media list.

In Part 2 of this series, I’ll walk through examples of queries and how that translates into the information to build that target media list.

For more information on this topic, see Tactical Guide to PR GEO from MuckRack.

See the LinkedIn version on PR in EdTech here.

I’m the founder and CEO of Pando Public Relations. If you liked this issue of PR Tips, subscribe here. New issues publish on Thursdays, alternating between articles with practical advice on the PR profession and PR in EdTech Tips.