Why GEO Success in PR Depends on Strategy, Not Just Technology

GEO and PR: The Challenge Isn’t Technical – It’s Strategic

The phrase "generative engine optimisation" (GEO) is gaining traction in PR circles, agency meetings, and team chats. Also known as AI engine optimisation or LLM (large language model) optimisation, it’s sparking curiosity—and a fair amount of scepticism—among agencies and AI experts alike.

At its core, GEO involves tuning AI models to perform better in generating content or responses that align with specific goals. However, the real hurdle isn't mastering the technology itself. Instead, the challenge lies in defining a clear strategy that guides how these tools are used effectively within PR campaigns and communications.

Why Strategy Matters More Than Tech

Many agencies jump straight into using AI tools without a solid plan, expecting the technology to deliver instant results. This often leads to inconsistent outcomes and missed opportunities. Instead, success with GEO depends on understanding your audience, setting precise objectives, and carefully crafting prompts and workflows that serve your communication goals.

Strategic use of GEO includes:

• Identifying key messages that resonate with target audiences
• Aligning AI-generated content with brand voice and values
• Integrating GEO outputs into broader campaign strategies
• Monitoring and adjusting based on performance data

Addressing Skepticism in the Industry

Scepticism is natural when new tools emerge, especially in a field rooted in human creativity and relationships. Questions around authenticity, control, and quality arise frequently. The best way to address these concerns is through transparent experimentation, training, and sharing learnings within teams.

Agencies that invest time in developing strategic frameworks around GEO will find these tools complement rather than replace the creative and strategic work that defines successful PR.

Getting Started with GEO

If you’re curious about integrating GEO into your PR workflow, start small. Experiment with specific tasks like drafting press releases or generating media pitches, then evaluate the impact. Focus on crafting clear prompts and setting parameters that help AI outputs fit your strategy.

For those looking to deepen their understanding and skills in AI tools for communications, online training platforms offer practical courses that cover prompt engineering, automation, and AI tool management. These resources can help teams build confidence and competence quickly.

Explore relevant courses here: Complete AI Training - Latest AI Courses

Final Thoughts

The technology behind GEO is impressive but straightforward to adopt. The real test for PR professionals is how they embed this technology into strategies that deliver clear value and strong results. Focusing on strategic clarity will help you turn AI’s potential into meaningful outcomes for your campaigns and clients.