What PR Pros Need to Know About the AI-Powered Broadcast Media Tour™
Search behavior has shifted. People type questions into large language models, get quick answers, and move on. That's why earned media now needs to be AI-optimized. As Doug Simon put it, the answer to "Do we need to optimize?" is "absolutely."
Generative engine optimization (GEO) has become a must-have for visibility. Earned media is a driver of GEO, so the content you pitch, the interviews you book, and the clips that live on station sites should be built to surface in AI-driven answers.
What sets the AI-Powered Broadcast Media Tour™ apart
It takes the traditional satellite media tour (SMT) and retools it for how people search with AI. SMTs already create strong earned coverage. The difference here is that every element is planned so LLMs can find it, parse it, and recommend it to users.
In practice, that means your spokesperson speaks directly to the questions people ask inside tools like ChatGPT. Stations also receive content packages that make posting to their sites easy-and more likely to be surfaced by AI.
How the process works
- Identify the keywords tied to your campaign and sales growth.
- Scrub the eleven top LLMs to find the top ten queries your customers and B2B prospects ask.
- Build talking points and Q&A that map to those queries for the tour interviews.
- Create additional video content with your spokesperson answering the top questions.
- Fully transcribe all content and distribute it so it's machine-readable and searchable.
The result: stations are equipped with the exact information AI systems respond to, increasing the odds your content gets posted, discovered, and cited across their digital channels.
What you get from the program
- An upfront report with the key LLM queries your audience is asking.
- Competitive intelligence showing how your organization ranks against the top 30 brands across those LLMs.
- A complete media report: broadcast airings, web placements, dates, times, and audience reach.
Pricing, explained
The rates aren't higher because AI optimization isn't a nice-to-have-it's table stakes. The platform investment makes it possible to enhance every tour without adding fees. You can reach millions and improve AI discoverability at the same time.
What this means for PR and communications teams
GEO is now part of the earned media checklist. You still need a credible spokesperson, a clear message, and real news. Add AI query mapping, transcripts, and smart distribution, and you increase the chance your story shows up where decisions start.
Quick action plan
- Start your next SMT by gathering the top questions your audience asks in LLMs.
- Prep your spokesperson with concise, quotable answers to those questions.
- Deliver transcripts and short, on-topic video clips to stations for easy posting.
- Measure GEO visibility alongside traditional reach and refine each tour.
Want to see it in practice?
Explore the "PR's Top Pros Talk" interviews for more conversations like this. Interested in taking part? Contact Doug Simon at dougs@dssimonmedia.com.
Build your team's AI search skills
If you're upskilling your PR function for GEO and LLM-driven search, browse AI courses by role here: Complete AI Training - Courses by Job.
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