Generative search is changing the rules of visibility — and it’s putting a spotlight on public relations.
Writing for PR Daily, Evan Zall discusses how AI no longer delivers a list of links; it delivers answers — built from trusted, high-quality sources. That makes earned media more than brand exposure. It makes it part of the knowledge layer AI systems pull from.
To succeed in this environment, companies need to think beyond SEO. They need GEO — generative engine optimization — a strategy that aligns media, messaging, and authority with how information gets interpreted by AI.
That’s why PR is critical. It builds the trust infrastructure machines look for. It drives credibility, reach, and relevance at scale. And it ensures your voice doesn’t just reach people — it reaches the platforms they rely on.
Check out the full article here:
How PR is quietly powering the future of generative search
