Sarah Salord, Company Director at GEC PR a travel, lifestyle and B2B PR agency, shares her top tips on how PR can be the secret solution for AI visibility
In the world of travel, lifestyle, and B2B sectors, the question is no longer just “How do we rank #1 on Google?” but also “How do we become the answer ChatGPT, Google Gemini and Co Pilot give their users?”
With this new era of GEO (Generative Engine Optimisation), its essential brands are creating the digital authority that AI models need. AI-driven search is changing how customer engage with a brand and at GEC PR, we ensure brands not only connect with people in authentic ways but also through trusted channels.
In our latest GEC PR newsletter, I’m sharing my top tips to help brands dominate the online conversation and show up in AI platforms for relevant search terms, leading to bookings, sales and enquiries from potential customers.
Tip 1 – AI models prioritise factual density and structured data.
Creating clean, easy to read tables filled with useful information relevant to your brand is a great way to help your website come up on AI search. For example, for one of our travel clients GEC PR pulls together relevant, travel-related research which is shared on the client website. This is followed up with a press release strategically pitched to key media contacts. When published online, the release directs readers to this particular webpage which helps the client become a trusted sited authority and drives search results.
Tip 2 – AI search is driven by association.
If someone asks for “quiet luxury skincare” or ‘best family hotel in the Maldives’, AI needs to associate your brand name with those specific terms across multiple platforms. An integrated PR campaign will create a web of mentions across various platforms including blogs, influencer reviews, and media mentions such as gift guides or hotel roundups. By generating consistent, high-quality editorial mentions, PR ensures when a trend is queried on AI platforms such as Gemini, Chat GPT or Claude, your brand is the first one added into the answer.
Tip 3 – AI models lean heavily on trusted third-party sites.
Having your brand published in high-authority websites such as major news outlets, content creators catering to a target audience and relevant podcasts will position your brand as an expert in its sector. Brands should create a strategic digital link-building PR campaign focusing on newsworthy, relevant topics published across a variety of media platforms. Using these topics to have company spokespeople quoted or interviewed as a guest expert on authoritative websites such as the BBC is also a strategic way to become the ‘Recommended’ brand in AI prompts. These Earned Media mentions are considered the ultimate trust signals by AI models.
What makes PR the secret weapon for AI visibility? AI models prioritise reputation, human-centric validation and trusted Earned Media coverage and a tailored PR strategy will cover all these and more.
Is your brand being accurately represented in the AI-driven search landscape? If you’re interested in finding out, please get in touch with Fiona and Sarah at GEC PR on info@gecpr.co.uk.
Or take our “Is Your Brand Maximising its PR Power with AI?” quiz to unlock new some AI-powered PR strategies https://maximiseprpoweriwithai.scoreapp.com.
For more information on GEC PR, visit www.gecpr.co.uk.