If you follow the headlines, you’ve probably seen the phrase “SEO is dead.” Many people are debating if that is true or an extreme view, but in the meantime, there is a new buzzword… GEO, which stands for Generative Engine Optimization. And here’s the exciting part, well, for us, at least: it makes PR more valuable than ever.

A recent New York Magazine Intelligencer article explained that AI tools like ChatGPT and Google Gemini are changing how people find information. Instead of clicking on links, users are getting direct answers. That means the old playbook of stuffing websites with keywords isn’t enough anymore. Here are a few reasons why PR matters in the era of AI.

Media Coverage Lives Longer

AI models pull from trusted sources like news outlets, Wikipedia, Reddit, and YouTube. When your brand earns press coverage, it doesn’t just reach readers, it gets absorbed into the data AI uses to answer questions. That’s long-term visibility you can’t buy, and one of many reasons why partnering with a public relations agency pays off.

Content Must Be Clear and Citable

AI favors structured, easy-to-quote content. Think bullet points, expert quotes, simple explanations, and original research. PR professionals are already skilled at shaping stories this way, which makes our work even more valuable.

Thought Leadership Matters More

AI rewards expertise. When your executives are quoted in articles, write bylines, or speak on panels, those insights influence both people and the machines generating answers. A strong digital marketing agency or B2B public relations agency knows how to amplify that leadership across multiple platforms.

Reputation Isn’t Just for People Anymore

PR has always shaped how humans perceive a brand. Now, it also shapes how AI “talks” about you. Every press mention, blog, and interview helps define your company’s digital reputation with both audiences.

The Bottom Line

The rise of GEO doesn’t mean SEO disappears, but it does shift the spotlight. In this new landscape, PR is at the center of discoverability. Getting coverage, sharing expertise, and creating content that’s both human-friendly and AI-friendly is the best way to stay visible.

At BoardroomPR, we believe smart storytelling builds influence. That influence extends beyond your audience and into the algorithms. Put simply: PR isn’t just keeping up with AI, it’s leading the way.

Lauren Berger

Account Director