Mastering PR for the ChatGPT age with GEO

How does a brand effectively optimise its PR and content strategy for LLMs? It’s one of the hottest questions in the PR sector today, giving way to a new term: Generative Engine Optimisation, or GEO.

Large Language Models like ChatGPT and Google’s AI-powered search function have prompted brands to totally rethink their approach to content creation as these models reshape how it is both discovered and consumed.

Many professionals in this space have noted their move from SEO to GEO, but it isn’t quite as clear cut as that. Whereas traditional SEO focuses on ensuring content is optimised for keyword-driven search engines, GEO is about refining brand positioning and expert commentary that appeal to LLMs. These LLMs then surface results to the user.

It doesn’t mean that SEO no longer matters - it does, and it is still a valuable area to focus on. But GEO has brought in a new era, influencing the way PR materials and content are structured so they are both recognised as authoritative by LLMs. 

Optimising a PR strategy for LLM models is about ensuring that PR and content outputs retain a brand’s core message but contain clear and understandable messages that can be interpreted and surfaced by AI engines.

Why do brands need to prioritise GEO?

Whereas SEO strategies focus on utilising key words to rank with search engines, generative engines like ChatGPT focus on interpreting the information they source to create coherent answers that include reference material from brands. By ensuring a PR content is optimised for generative search engines, it's more likely that a brand’s core messages are also incorporated into AI generated answers.

With that in mind, it’s fair to say that generative AI tools are distribution channels in their own right. Just as a brand would optimise keyword-focused content for search engines, this same content also needs to be optimised for generative engines. So what was once a press release or thought leadership piece for the media has now become a trusted reference within an AI response, boosting the reach of this content.

Brands need to deal with the behaviour change among consumers and their core audiences too. Research suggests that 80% of consumers rely on AI-generated summaries for at least 40% of their online searches, favouring AI search tools over manually scanning through search results. This means that brands need to optimise their PR content to be concise, with the right context, and structured in the appropriate way to better its chances of appearing in a generative AI search result.

How to optimise PR for GEO

We work with clients directly on tailored generative AI search strategies relevant to their industries. However, there are four key takeaways that are relevant to brands across the board:

1. Always structure content simply

AI engines search relevant materials for the right keywords, context, and authoritative sources in order to formulate their responses, so reducing jargon and ambiguous language will reduce the risk of confusing an LLM.

2. Be consistent with your brand message

Brands may have a burning desire to coin multiple new phrases to differentiate from competitors, but using standard industry terminology is the best way to ensure a brand and its content is closely associated with the terms and questions AI search tools are trying to respond to.

3. Update your content banks

We don’t just mean blogs on a brand’s website, but an up to date repository of materials relevant to the industry in which a brand operates. Think press kits, industry FAQs, sector fact sheets, and beyond.

4. Shape a consistent thought leadership programme

Brands work closely with PR agencies to create a steady stream of impactful thought leadership content placed with authoritative media sources. However, expert blogs and tailored whitepaper content relevant for key markets helps generative AI tools recognise a brand as a credible source. Brands should avoid gated content and whitepapers though - LLMs find it difficult to scrape information from here.

The future of search

Will generative AI search replace traditional search entirely? Time will tell. But with these tools firmly embedding themselves in everyday use, brands need to act now on formulating a comprehensive PR strategy that is primed for GEO.