It’s time to rethink PR and SEO, not as two separate disciplines, but as interconnected drivers of visibility and influence on AI-powered search engines. AI is reshaping search, and that is contributing to credibility and visibility determining which content is discovered and delivered directly in LLM and AI Overview responses.
This shift has sparked a rise in the discussion of GEO, or Generative Engine Optimization. It’s not just a trend. It’s the new reality of how search platforms like ChatGPT, Gemini, and Claude are surfacing results. And when PR and SEO work together, your brand isn’t just visible: it’s credible.
What Is GEO and Why Does It Matter?
GEO is presenting content in a way AI-powered search can best understand it. Beyond traditional SEO factors, they consider whether a brand is trusted, cited, and consistently relevant in the media. These systems pull from a range of sources: high-authority media mentions, SEO-optimized owned content, government and academic sites, and yes, even Reddit and social posts.
The Two Sides of the Visibility Equation
PR Builds Trust
PR helps your brand be mentioned by credible sources. A strong article quote, a bylined column, or even a simple mention can all signal authority. That earned coverage creates a digital trail that can be picked up by traditional and generative search engines. The more your brand shows up in trustworthy places, the more likely it is to be considered a credible source.
SEO Drives Discoverability
While PR gets your name out there, SEO makes sure it’s found. Keyword research tells you what your audience is actually looking for. Optimized content ensures your site can compete for visibility. And when the two work together, you not only show up more, but also show up as a brand that knows what it’s talking about.
A Real-World Example
When we secured a Wilmington Health provider’s input in Parents Magazine, the win went beyond the initial placement. We repurposed the content for owned channels, optimized it for search, and highlighted it by adding to the provider’s profile on Wilmington Health’s website.
That single piece of coverage later surfaced in a ChatGPT response about pediatric care, and the website has since experienced steady growth in AI-driven search traffic. It’s a clear example of how PR and SEO can work hand-in-hand to build visibility and trust.
How to Start Connecting PR and SEO
If you’re working in healthcare, B2B, CPG, or any competitive industry, combining PR and SEO can give you a measurable advantage. Here’s how to make it happen:
- Plan together. Involve both teams from the start. Let SEO inform PR content development angles and vice versa.
- Refresh older content. Update and republish to signal relevance to AI tools and search engines.
- Repurpose earned media. Monitor for PR wins and use these as fuel for owned content, optimized for SEO.
- Monitor visibility. Use SEO tools to track when PR placements drive traffic or show up in AI search.
The Future of AI Visibility Starts Here
Strong brands don’t separate PR and SEO: They unite them. It’s not about choosing one over the other, but about combining their strengths to amplify visibility, credibility, and impact.
GEO is already shaping the future of search. Now is the time to integrate your efforts and start showing up in all the places that matter. Staying ahead of the curve in this new era of GEO can give your brand a clear, competitive edge. Contact us today to get started.
Kelsey Dixon
Associate PR Director
Kelsey is our Associate PR Director based in our Charlotte, NC office. She guides and oversees all PR strategy at Brandon, while also directly managing accounts. Her experience spans categories including B2B, retail, finance, building materials, waste and recycling, textiles and manufacturing. She and her husband share two lovable dogs, Millie and Hallie.
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