The GEO playbook for PR

Governing brand reputation in an AI world

Public relations has always shaped what is known, believed and repeated about organisations. What has changed is the mechanism through which that knowledge now travels.

This playbook starts from a deliberately conservative position. It assumes that the only sustainable way to influence AI-mediated visibility is to strengthen the upstream record PR already owns: credibility, evidence, narrative clarity and disciplined governance. AI outputs are treated as downstream signals, not the battleground itself, acknowledging that AI systems introduce distortion, bias and lag, but that brands can only ethically govern the conditions from which those outputs are formed.