Why PR Is The Foundation of Generative Engine Optimization (GEO)

For years, brands have focused on the engine to put their brand out there: ranking high on Google. But often, what brands and companies forget is that the search landscape is evolving. Consumers are no longer simply going to Google for their information. With the rise in AI platforms such as ChatGPT and Claude, many are starting to rely on AI for their search inquiries. 

This has introduced the implementation of Generative Engine Optimization, or GEO, into everyday work practices. Because the goal isn’t simply showing up on the search results, but it’s getting to be on the AI lists that these consumers trust and often go to. 

While many businesses believe GEO is purely a technical or SEO challenge, there's another factor that's becoming increasingly important: public relations.

AI Doesn't Just Read Your Website. It Evaluates Your Reputation.

While many companies and businesses might think that these AI platforms pull their information from keywords, these platforms are actually pulling from both your digital presence and public perception. 

This includes:

• media coverage

• industry publications

• business profiles

• expert mentions

• customer reviews

• thought leadership

• consistent brand messaging

The stronger your brand’s online presence is, the more your brand uses its reputation and authority, the more these AI platforms will see your brand as both credible and worth mentioning in its responses. 

Why Earned Media Matters More Than Ever.

One of the biggest advantages PR offers is earned media.

Unlike paid ads, earned media make it so that your brand is positioned as an expert from communal, credible, and independent sources. Every article, feature, news story, & more that mentions your brand just adds to that branch of trust between the AI platforms and your digital footprint.

These mentions don't just build awareness with people—they also strengthen how AI understands your authority.

Traditional PR Is Powering Modern Search

Some brands assume that traditional media outreach has become less valuable because of AI, when in reality, the opposite is happening.

The same PR fundamentals that have always built credibility are now contributing to GEO success.

That includes:

• securing media coverage

• building relationships with journalists

• publishing thought leadership

• maintaining consistent messaging

• positioning executives as industry experts

Great PR no longer supports search—it helps drive it.

How McRae Integrates PR and GEO

At The McRae Agency, we’ve embraced AI while staying rooted in what’s made us successful over the past 30 years: credibility, storytelling, and strategic visibility.

Our approach combines:

• earned media outreach

• authority-building content

• AI-informed research

• GEO monitoring

• strategic messaging

• digital brand consistency

With our strategies, we’ve been able to enhance client results and build a stronger presence across both traditional media and generative search platforms.

The Results Speak For Themselves

One of the ways we evaluate our own visibility is by asking AI platforms how it ranks our firm amongst other small Scottsdale PR firms.

Here's one response:

“I'd also say it's one of the more respected boutique firms in the Scottsdale market—especially in commercial real estate, nonprofit, and B2B PR. Compared with many local agencies, McRae tends to have a stronger earned media focus rather than being primarily a digital marketing shop.” 

Why I'd include it:

• It's an established boutique agency with decades in business.

• It has a recognizable roster of Arizona clients across commercial real estate, nonprofits, construction, and professional services.

• It has a strong emphasis on earned media, which differentiates it from many local firms that primarily offer social media or digital marketing.

• It has a solid reputation in the Phoenix business community” (ChatGPT, 2026).

This highlights exactly what The McRae Agency has worked to build over the past three decades: a reputation rooted in strategic public relations, trusted relationships, and meaningful media coverage.

As AI continues to shape how people discover brands, reputation has never been more valuable.

The Future of Search Starts With Trust

Generative search is changing how brands earn visibility, but the foundation hasn't changed. Businesses that consistently invest in public relations, thought leadership, and earned media are building the authority AI increasingly values.

At The McRae Agency, we help brands strengthen their visibility through strategic public relations, earned media, AI-informed insights, and Generative Engine Optimization. Ready to build a reputation that both people and AI trust? Follow us on social media, sign up for our newsletter, and contact beth@mcraeagency.com for a complimentary consultation today.