Optimising Reputation: GEO, LLMs, and the New Rules of Crisis PR

The rise of large language models (LLMs) means PRs must rethink the way they address crisis communications, especially in the long term. But ‘Generative Engine Optimisation’ (GEO) also presents new opportunities for getting the crisis narrative in front of stakeholders. As search engines such as Google expand AI generated summaries to users’ queries as opposed to just the usual list of links, research demonstrates it is time to remember PR professionals’ core strengths of media relations and content creation.

Let’s start with the data. PR software provider Muck Rack’s Generative Pulse 2025 Report contains an analysis of more than a million links from AI responses. It’s essential reading for any PRO and crisis communicator. Muck Rack looked at responses generated by versions of the three main LLMs – ChatGPT, Gemini and Claude – and found:

• 27% of links cited by these AI systems came from journalistic sources, rising to nearly a half (49%) when a prompt includes a level of recency (particularly in the last 12 months)
• Trusted media sources vary according to AI platform, but they tend to be national titles or specialist trade sites
• Corporate blogs and content carry around the same weight of influence, especially when seeking opinions, advice, facts or step-by-step instructions
• Sources also vary by sector, and even Wikipedia was found to be a key source for all three AI platforms for various sectors

In addition to Muck Rack’s research, Forbes reports that two-thirds (66%) of people and 78% of organisations use AI regularly, while 54% of people use AI to make consumer decisions.

In short, the organisations you represent must feature in the sources that generative AI platforms are reading to present information back to the public. That means it’s essential for organisations to:

1. gain coverage in a broad range of media, especially those that have allowed generative AI models to learn from their content. For example, OpenAI, the creator of ChatGPT, has several deals in place with publishers
2. continue to create useful, engaging content on their own websites and build up their authority
3. continue to create press releases and use social media, because LLMs learn from a vast body of sources

What does GEO mean for crisis communications professionals?

Crisis communications professionals who defend the reputation of organisations and individuals must understand how LLMs work compared to search engines*. Potential customers and investors may well take to LLMs to ask if an organisation or company is trustworthy or what it does. 

Content must therefore be aimed at training an LLM to answer a question. So, Q&As, how-to content, biographies, and explainers are crucial.

Content must therefore be aimed at training an LLM to answer a question. So, Q&As, how-to content, biographies, and explainers are crucial. I would start with an audit or experiment by setting up a set of questions, even some uncomfortable ones, around your clients or organisation and entering them into a range of LLMs to see what comes back. An audit will give you an idea of the type of challenges you face.

I wrote this piece just days after the Astronomer CEO/Coldplay affair scandal. By the time of writing, Astronomer had released its famous video featuring Gwyneth Paltrow in response. I wanted to see if one of the side benefits beyond the instant PR and social media value was some positive GEO.

You can try this yourself to see what you get, but I asked ChatGPT, ‘What can you tell me about the tech company Astronomer in less than 250 words?’ The first two paragraphs were facts about the company’s product and market performance from Astronomer’s own content and Wall Street Journal (WSJ). The third para focussed on the Coldplay kiss cam incident (again, WSJ), while the fourth described its response with Paltrow (Business Insider). The final concluding paragraph summarising the above from the company’s own content, followed by some news sources.

Recency clearly informed that response, and it was a general request. When I followed up with a question about why I should use Astronomer at my business, I got a five-point summary focussed solely on the product and with no mention of the scandal.

This is just a quick example, but to understand fully how GEO works, I recommend reading Darryl Sparey’s primer on GEO for PR. It really is comprehensive. It’s also worth experimenting with monitoring tools for LLMs, and Semrush has put together a list. You can always set up a custom GPT, for example, to monitor daily mentions of any individuals or organisations.

It’s worth noting that search engines such as Google now include AI summaries, which reduce the need for the user to click, thus cutting click-through traffic to websites.

*It’s worth noting that search engines such as Google now include AI summaries, which reduce the need for the user to click, thus cutting click-through traffic to websites.

There is huge potential for mis/disinformation on LLMs

Another potential issue is mis/disinformation. While fake news travels fastest on social media, a swift response countering mis/disinformation combining online media, owned media, and social media, is critical to make sure that LLMs know that it is fake and set the record straight.

LLMs may also have learned from out-of-date information, so an audit should find any inaccuracies and give you an indication of what needs addressing.

What does GEO mean for your PR and content strategy?

In the last decade and a half, crisis communications specialists have focussed on traditional and social media. One area that I’d argue that PRs missed out on was search engine optimisation (SEO). Back in 2012, I wrote a piece about PRs were missing potential search work, much of which ended up being won by digital agencies, because PRs didn’t understand the connection between their work and content and link building.

Links are no longer as relevant in search; it’s all about the authoritative brand mentions and presence. Treat LLMs as what they are – tools to be trained. Feed the sources that feed them with accurate, trustworthy, and authentic information.

Treat LLMs as what they are – tools to be trained. Feed the sources that feed them with accurate, trustworthy, and authentic information.

How does GEO impact how PR charge for consultancy?

Having established that LLMs present a whole new way of thinking and monitoring for PRs, how does that impact what we offer and how we charge for GEO activity?

GEO work will still focus on expert consultancy, content creation, media outreach, social media management, monitoring, reporting, and constant iteration. So, not much has changed, but each company will need to get trained up on how LLMs work, how to monitor, and create a GEO offering for their clients.

If anything, GEO is a shot in the arm for PR, media relations, and human-created, authentic content and contextual analysis. Recency is also key, so content and media outreach activities will need to be continual and consistent. Content and news calendars will be more relevant than ever and need to pivot towards new and emerging trends and threats.

Content and news calendars will be more relevant than ever and need to pivot towards new and emerging trends and threats.

We’ve had plenty of stories about how AI will ‘take our jobs’, and many copywriters and PROs have been impacted, but I think there’s actually an opportunity here for a return to the core PR skillset in the age of GEO. Sure, GEO brings threats, but it also brings opportunities. How will you meet the challenge?

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Author: Chris Lee is an independent PR and content consultant and copywriter. You can follow him on LinkedIn or visit his website.

Image: AI generated