On Thursday, February 19, Joe Stabb, PhD, APR, presented to the PRSA Volunteer Chapter how key generative engine optimization (GEO) is for the public relations sector as AI continues to change the rules of digital visibility.
Stabb explained that GEO is a relatively new concept within public relations. It is the practice of optimizing digital content so it can be searched, discovered, interpreted, and cited by AI search engines such as Chat GPT, Gemini or Co-Pilot.
GEO should not be confused with the popular term, SEO, search engine optimization, which is focused on search rankings.
Most search platforms (Google, Edge, Yahoo) are providing AI overviews to answer questions asked, and many studies are showing more people are looking at that response and not scroll down to the list of websites below. Indicating how important it is to have AI citing and using content you are creating.
Stabb outlined key tactics to improve GEO in clear, structured stages and explained how AI-driven search engines evaluate and decide which content to deliver to users. He emphasized that AI favors well-known publishers and credible sources, which is why practitioners should prioritize pitching respected journalists and reputable news outlets as reliable third-party endorsements can significantly strengthen GEO performance.
Stabb provided attendees with clear examples and guidance on writing content that AI can easily discover and prioritize. Having concise, FAQ style documents, with consistent structured paragraphs and subheadings. He also provided data to attendees explaining that including statistics, sources and quotations boosts AI visibility by 30-40%.
Stabb suggested that all practitioners start to check GEO in their media monitoring, especially to check and correct any AI ‘hallucinations’ scenarios when AI can get information incorrect.
Stabb closed by underscoring that GEO is becoming a core public relations competency. Teams that pair credible media placements with clear, structured, well‑sourced content are more likely to earn AI citations and visibility. He urged practitioners to add GEO checks to media monitoring, flag and correct AI “hallucinations,” and build repeatable workflows for FAQs, subheads, statistics, sources and quotes. The takeaway is clear: optimize how AI finds, interprets and credits your work, and your audience will find you more often.
To learn more about generative engine optimization (GEO) and how it can benefit your organization, check out
Joe Stabb's six-part LinkedIn series. New posts published every Monday for six weeks.