Darryl Sparey on why GEO is PR’s Biggest Opportunity in 20 Years: PR in the Real World

Viva is all about the latest industry trends and thinking ahead. A key focus is GEO, which could be the next step in the expanding world of PR. In our PR in the Real World podcast with Darryl Sparey, MD and co-founder of Hard Numbers, who sees GEO as an unmissable opportunity that we need to grasp. The episode is packed with valuable nuggets. Here’s what you can learn.

You need to get your head around GEO – and fast: Generative Engine Optimisation, also known as GEO, is a nascent discipline, and we are all still learning. In essence, it is about optimising content so it can be understood, referenced and picked up by large language models such as Chat GPT, Claude or Gemini.

What is it about GEO that is so crucial to PR? Well, research shows that earned media, that’s editorial, drives 61 per cent of LLM responses when you ask about brands. Those figures are even higher when asked about trust (65 per cent) or value (72 per cent) of a company or brand.

Start taking advantage of GEO today: You can start to build your knowledge simply by investing time in researching GEO. We have an advantage because it’s about something PR professionals already understand: making sure the right stories about your brand are discoverable and credible.

Where do you start?

1. Audit: Probably the best place to begin to see how it can benefit your clients. Set up a system by monitoring AI outputs on how clients and competitors are represented in AI responses, analysing what sources are cited and how many times they appear in generated responses. Once you’ve done this, look at auditing content on a client’s website and other channels. That way, you can ensure it is optimised for AI. What does that look like? Well, in very simple terms, does it logically answer common questions?
2. Optimise: From that you can develop a strategy around optimising both on and off-site content for generative AI, including identifying key topics relevant to a client base. Finally engage with other professionals in the industry to share insights; by collaborating we can collectively enhance understanding in the GEO landscape.
3. Earn citations: Links are not the main deal here. What matters is being mentioned in the outlets AIs trust and cite. Media is one. If a client’s competitor is showing up repeatedly thanks to coverage in a particular trade journal or analyst report, that’s your signal: target that source.
4. Monitor regularly: AI models change fast. A monthly check-in on which outlets, mentions, and citations are driving responses will show you where you’re gaining ground — and where you’re being left behind.

Support the media: If earned media and editorial content are driving a high number of LLM responses, it is important that the PR industry supports the media.

We need to do our bit to ensure it is still around and relevant. Put simply, if the media ecosystem weakens, PR may lose its most powerful lever in GEO.

Keep learning: AI is already part of most PR professionals’ practice. If you have not done so already, think about creating an AI steering group inside your team. Think of it as a safe space for experimentation, policy-making, and knowledge-sharing. Bringing together people who are curious about testing tools, writing policies on responsible AI use, and feeding back to the wider team.

The point isn’t about perfection; it is about creating a culture where learning together matters more than getting it right the first time.