Public relations has always been a critical part of a brand’s marketing strategy. The right story, told through credible third-party sources, builds awareness, trust and influence among the audiences that matter most – whether that’s consumers, restaurant operators or C-suite decision-makers. 

Now it’s doing even more: helping brands become visible in AI search.  

As more people turn to ChatGPT, Gemini, Claude and other AI search engines for recommendations instead of traditional search platforms, marketers must think beyond SEO. That’s where Generative Engine Optimization (GEO) comes in – the practice of optimizing your content so that AI-powered search engines mention, cite or recommend your brand within their generated responses.   

Unlike traditional search, where users browse multiple links, AI often delivers a single answer or source. As mentioned in one of our recent blog posts, AI search engines often drive fewer clicks but deeper engagement.  

In other words, if your brand isn’t part of that response, it’s a missed opportunity to build brand awareness and drive traffic to your website.  

What’s the secret to getting your brand mentioned in AI-generated answers? It turns out, your PR strategy has become more important than ever before.  

According to Muck Rack, 84% of links cited by AI search engines come from earned media. That’s because AI engines prioritize succinct messaging, keyword consistency and credibility of source materials – three of PR’s core objectives. Every earned media placement, executive interview, thought leadership article and company blog expands your brand’s footprint while reinforcing your expertise. 

Even traditional press releases have evolved. Today’s releases should be written not only for journalists, but also for AI engines. Clear headlines, concise messaging and structured content help AI better understand and accurately reference your brand. Optimizing content for GEO requires a thoughtful approach that balances storytelling value with AI discoverability. 

At FoodMix Marketing Communications, we help B2B and B2C food and beverage brands build the kind of earned media presence that will thrive in the AI era. In a world where AI increasingly shapes decisions, PR isn’t just a nice addition to your marketing mix – it’s a competitive advantage.

If you need help with PR, GEO and SEO to help achieve AI inclusion for your website, Contact Us today!