GEO (Generative Engine Optimisation): A Guide for PR and Communications Practitioners

Introductory

Summary

Generative AI tools such as ChatGPT, Perplexity, and Google’s AI Overviews are rapidly changing how people discover information online. With so much speculation about how these systems work—and what, if anything, can be done to influence them—it can be difficult for communications professionals to know what’s signal and what’s noise.

This webinar will cut through the hype, focusing on what we actually know about how AI search draws on and cites content, and what practical steps PR and comms professionals can take today to ensure their organisations and clients are visible in this new environment.

Trainer: Andrew Bruce Smith

How attendees will benefit

This session provides a clear, evidence-based overview of how generative engines handle queries, select sources, and present results. Attendees will gain a practical understanding of which PR activities (such as media coverage, citations, and structured content) can realistically affect visibility—and which common myths to avoid.

Who should attend

This PRCA workshop is designed for those with PR and communications experience, from account executives upwards, who want to better understand how AI search impacts brand visibility.

What attendees will learn

• How generative engines differ from traditional search engines in behaviour, optimisation targets, and presentation.
• Which PR tactics (e.g. media mentions, authoritative third-party coverage, structured information) have measurable influence on AI-generated answers.
• The traps to avoid when considering “AI SEO” claims and unsubstantiated quick fixes.
• A roadmap for aligning PR, content, and digital strategies with AI-driven discovery.

Delegate instructions

No pre-work is required for this course.