Generative Engine Optimisation (GEO) is quickly becoming one of the most-talked-about developments in marketing and communications. At its core, GEO is the practice of structuring content so that AI-driven search engines such as OpenAI’s ChatGPT, Google AI Overviews and Perplexity can easily understand, reference and recommend a brand in their responses.

For decades, public relations (PR) has focused on reputation management, brand storytelling, and building strong media relationships. Those fundamentals haven’t changed. What has changed is how audiences discover, consume and act on stories.