GEO for PR agencies: win where earned media matters most.
Generative Engine Optimisation is the fastest growing marketing channel, and PR agencies are the sleeping giants. This half-day session shows your team how to lead GEO strategy and delivery for clients, getting their brands cited by ChatGPT, Claude, Gemini and Perplexity, and building a real edge over the creative and media agencies chasing the same brief.
PR agencies are the sleeping giants in GEO.
Generative Engine Optimisation (GEO) for PR agencies is the practice of getting client brands understood, trusted and cited by AI models such as ChatGPT, Claude, Gemini and Perplexity. Because LLMs prefer to cite earned media, the credible coverage PR agencies are uniquely placed to secure, PR agencies have a natural advantage in GEO.
GEO is the fastest growing marketing channel, and PR agencies have the opportunity to lead adoption and implementation of GEO strategy for their clients. Right now, most agencies are ignoring that opportunity.
The majority of businesses are asking the same question: how do I get started with GEO, so my brand is more discoverable in LLMs? And the majority of them are looking in the wrong place.
Unlike traditional SEO, GEO is not about keyword optimisation and technical wizardry. It is about the fundamentals of Brand, Content and Media, all integrated, connected, and constantly optimised for the customer purchasing in the age of AI.
When it comes to Media, that incorporates owned, paid and earned. Earned media has always been the hardest to unlock for businesses, and it is earned media that LLMs prefer to cite in response to customer prompts. Why? Because earned content is deemed the most credible, authoritative and trustworthy when it comes to serving the most accurate and relevant answers to LLM users.
And for that reason it is PR agencies that are the sleeping giants in GEO. Agencies that can implement a GEO methodology for media planning and delivery will have a significant edge over their competitors.
Ambitious agencies have the opportunity to solve GEO holistically for clients by expanding their footprint into all forms of Brand, Content and Media, even if some of it is outsourced. They start from a better position than creative or media agencies, because they can solve the hardest part of the equation: securing content in earned publications.
In this module we show PR agencies what it takes to win in GEO. We start with the basics, move on to how GEO analytics platforms modernise media planning, then get on to what the future PR agency could look like.
Everyone is chasing GEO. Only one type of agency already owns the hard part.
LLMs cite the sources they trust most, and earned coverage in credible publications is exactly what they reach for when answering a buyer's prompt. That is your day job.
Starting from owned and paid
Strong on assets, channels and budget deployment, but the citation layer sits in publications they do not have relationships with. The hardest part of GEO is the part they have to buy in.
Starting from earned
You already secure coverage in the authoritative titles AI models lean on. Add the GEO methodology around it and you can solve Brand, Content and Media as one connected system for the client.
The agenda.
Three segments and one clear path: from GEO fundamentals, to a live analytics platform driving client media plans, to the shape of the agency that delivers it all.
Intro to GEO, LLMs and the AI era of customer buying
Theory 1 hourWhere this has come from, and why it changes the brief your clients hand you.
- Why LLMs have burst onto the scene
- GEO acronym and jargon 101, so nobody is nodding along in the dark
- How buying journeys are changing, and what that means for vendors
- GEO vs SEO: the similarities and the differences
How to use a GEO analytics platform for media planning
Practical 1 hourHands on the wheel. We build a client campaign and turn what it tells us into a plan.
- How to build a GEO campaign for clients
- Converting citation insights into client media plans
- How to navigate a GEO platform and use it for measurement
The future PR agency for the AI era of customer buying
Theory & discussion 1 hourThe honest conversation about what your agency becomes next, and what it costs to get there.
- The missing pieces of the jigsaw to solve GEO end to end for clients
- The pros and cons of change: should we stick or twist?
Whole agency teams, because GEO is a team sport.
GEO cuts across strategy, client service, media planning and content. Everyone who touches a client plan should be in the room and speaking the same language by lunchtime.
Three things your agency did not have this morning.
A GEO story you can sell
A clear, credible account of GEO and the AI era of customer buying that your team can take into a client meeting or a pitch without hedging.
A working media-planning method
Hands-on time in a GEO analytics platform, building a campaign and converting citation insight straight into a client media plan.
A view of the future agency
An honest map of the missing pieces needed to solve GEO end to end for clients, and what sticking or twisting means for your P&L.
GEO for PR agencies, answered.
The questions agency leaders, account teams and media planners ask us most before they book.
What is GEO and why should a PR agency care?
Why are PR agencies better placed than creative or media agencies?
Do we need existing SEO or technical knowledge?
Who should attend?
How long is it and how much does it cost?
What will we walk away able to do?
How is this different from the Intro to GEO module?
The GEO checklist for PR agencies: our top 10.
Ten elements of a successful GEO strategy for PR agencies, and the things that actually move a client brand into AI-generated answers. We go far deeper on the day.
- Own the earned-media advantageSecure client coverage in the authoritative publications LLMs cite most. This is your core strength, so lead with it.
- Answer the question firstLead each page with a clear, self-contained answer so models can lift a clean citation without hunting for it.
- Structure content for machinesLogical headings, concise paragraphs and clean semantic HTML that AI models can parse without guessing.
- Build entity authorityConsistent brand, founder and product entities across the web, including Wikipedia and Wikidata.
- Publish original data and expert quotesProprietary stats and named commentary are magnets for AI citation, and exactly what PR is built to place.
- Integrate Brand, Content and MediaOwned, paid and earned working as one connected, constantly optimised system rather than three separate workstreams.
- Add structured dataFAQ, Article, Organisation and Product schema so engines understand context and credibility.
- Track citations, not just rankingsMeasure where and how clients appear inside AI answers, prompt by prompt, and report on it.
- Keep content fresh and factually consistentModels favour current, accurate, non-contradictory sources. Contradiction is how a brand gets quietly dropped.
- Turn measurement into media plansConvert citation insight straight into the client's next campaign, so GEO becomes a retained service and not a one-off audit.
Book your agency's half-day on GEO.
A 10-minute intro call first. Tell us about your client base and we will tailor the session to the accounts, sectors and pitches in front of you.