HCM Expands GEO Services to Help Brands Win AI Discovery
Hannah Cranston Media (HCM) is expanding its Generative Engine Optimization (GEO) services to meet how people actually search now: through AI assistants and large language models. As ChatGPT, Claude, and Gemini become default starting points, PR teams need strategies that earn visibility inside answers, not just on result pages.
The shift is already here. More than 800 million people turn to AI for answers each week, and 94% of links cited by AI come from non-paid media. That makes earned media the signal. GEO puts PR at the center of discovery again-by making sure the stories you place are the sources AI trusts.
Why GEO Matters for PR Teams
LLMs act like high-speed researchers. They pull from credible, well-structured sources and aggregate consensus. If your brand isn't present in those sources-or your narrative is unclear-your chances of appearing in AI-generated answers drop fast.
GEO aligns PR with how large language models evaluate credibility: consistent expert signals, high-authority coverage, educational content that resolves user intent, and amplification that reinforces authority across channels.
HCM's GEO Framework
- Earned media as the anchor: Secure high-credibility coverage that defines your category narrative and answer angles AI is asked about.
- LLM-optimized educational content: Publish clear, non-promotional explainers that map to the questions people ask assistants and copilots.
- Cross-channel amplification: Syndicate and recap through owned and social (newsletters, LinkedIn, on-site briefs) to reinforce signals and keep recency fresh.
- Consistency of entities and claims: Keep names, product descriptors, and proof points uniform so models can confidently cite and connect your brand.
Proven Results
- 400% increase in website traffic for a client after educational content positioned them as the clear option when consumers turned to AI following a major study on toxins in the category leader.
- Social fitness platform featured prominently in AI-generated recommendations after strategic placements in Business Insider, New York Post, Popsugar and more were syndicated and amplified across channels, including LinkedIn newsletters.
- Celebrity-favorite wellness brand achieved top-of-mind visibility in LLM answers through timely newsjacking that placed products in tabloid coverage, fueling ongoing discovery.
- Additional top-ranking placements and conversion-focused links across the HCM client roster.
What This Means for PR and Comms
- Think "answer graph," not media list: Map the exact questions your buyers ask AI. Build stories and explainers that directly resolve those prompts.
- Lead with credibility assets: Third-party validation, data, experts, and clear claims outperform hype in AI answers.
- Time newsjacking for AI, not just social: When a story breaks, publish explainers and secure fast, credible coverage that models can cite.
- Recap and syndicate: Turn every win into a short educational post, a newsletter blurb, and an on-site resource to reinforce authority and freshness.
- Measure what AI references: Track citations and mentions in AI outputs alongside traditional PR metrics to see what's surfacing and why.
"There's a misconception that AI will replace the need for PR. The reality is the opposite: AI is powered by the stories, expertise, and credibility brands earn through media," said Hannah Cranston, CEO and Founder of Hannah Cranston Media. "If your narrative isn't clear, trusted, and widely distributed, AI has nothing meaningful to reference. Earned media isn't optional in this era-it's infrastructure for discovery."
About HCM
HCM is a PR agency for impact-driven brands across health and wellness, equity, AI solutions, and innovation. The team partners with pioneers to drive meaningful conversations while maximizing visibility across earned, owned, and AI-driven discovery channels.
For more information, visit hannahcranstonmedia.com.
Practical Next Steps
- Audit your top 50 buyer questions and compare them to current on-site content and recent coverage. Fill the gaps with concise, expert-backed explainers.
- Pitch with "answer intent" in mind. Editors favor clarity and proof; AI does too.
- Build a weekly cadence: one earned hit, one owned explainer, one social recap. Consistency compounds authority signals.
If your team is upskilling for AI-first discovery, explore role-based training resources here: Complete AI Training - Courses by Job.
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