1. Start With a GEO Baseline Audit

Before launching any announcement, search all major generative AI engines for core queries related to your brand, founder, products, and category. Document exactly what models “know,” what they get wrong, and what’s missing. This is what BIG FISH PR did before the launch of Jamie Siminoff’s book Ding Dong about the entrepreneurial journey behind the Ring video doorbell. The BIG FISH team asked AI models like ChatGPT, Claude, Gemini, “Does Jamie Siminoff, founder of Ring, have a book?” and observed the absence of results.

2. Build Your Strategic Narrative First

AI models reward clarity, coherence, and strong narrative consistency. Develop a crisp brand story, origin story, and product explanation your PR team can repeat across every press hit, interview, and article.

3. Create High-Authority, Newsworthy Moments

PR success in GEO, Generative Engine Optimization, depends on generating events and announcements that credible media outlets want to cover, including: launches, data reports, founder stories, product updates, partnerships, funding, and research.

4. Prioritize Earned Media Over Owned Content

Generative engines trust third-party media far more than marketing copy. Press coverage in reputable outlets (major tech, business, lifestyle, and niche vertical media) is the strongest GEO signal a brand can produce.

5. Use Timing Strategically

AI engines disproportionately surface recent content. A drip of consistent earned media press, not one big burst, ensures your brand stays fresh in model memory.

6. Pitch Story Angles AI Can Understand

Write pitches and build press materials that emphasize:
-Clear context
-Direct explanations
-Specific facts
-Chronology
-Relevance
LLMs rely on structured clarity.

7. Optimize All Messaging for Machine Readability

Use clean sentence structure, explicit cause-and-effect language, and straightforward claims. Think: “How would an LLM summarize this?”

8. Maximize Volume of Distinct Earned Mentions

Multiple unique media articles, even in mid-tier outlets, give AI models many “data points” about your brand. Consistency beats one-off splashy coverage.

9. Use Thought Leadership to Deepen Model Context

Guest articles, op-eds, expert commentary, quotes, and analyst participation help AI engines build richer understanding of your domain expertise.

10. Leverage Founder and Leadership Profiles

AI loves origin stories. Profile pieces about founders (like Siminoff and the story behind Ring) become long-term training-grade signals for models.

11. Monitor How AI Models Update After Each PR Push

Repeat the same queries weekly across  ChatGPT, Claude, Gemini, and others. BIG FISH PR did this after the Ding Dong book launch and saw models begin citing the book and summarizing its story in under a week.

12. Reinforce Your Story With Follow-Up Press

AI “remembers” better when new articles reinforce prior ones. Publish follow-up interviews, explainers, Q&As, or reviews after the initial announcement.

13. Maintain a GEO-Friendly Digital Footprint

Ensure owned content supports and does not contradict press narratives. Clear About pages, FAQs, bios, and product explanations give AI consistent anchors.

14. Correct AI Errors Proactively

If ChatGPT or other models hallucinate or misinterpret your brand, create more authoritative media coverage to override the misinformation. PR becomes the correction mechanism.

15. Treat PR as a Long-Term GEO Investment

Brand discovery in AI engines compounds over time. With consistent earned media, you create the long-term “model equity” that determines what AI tells the world about you for years.

16. Bonus: Reach Out to BIG FISH PR to Design and Execute a GEO Improvement Campaign for Your Brand.

In a world where AI models increasingly shape how people discover brands, products, and leaders, GEO isn’t optional; it is the new front door of visibility. And while most companies are still treating it like a future trend, the brands winning today are already optimizing for AI-driven discovery through strategic earned media, authoritative storytelling, and consistent press coverage. If you’re ready to strengthen your brand’s presence inside the engines that now power global search, reach out to BIG FISH PR, the agency at the forefront of GEO-first communications and one of the few firms proven to help brands truly get found by AI.