You saw “GEO” in the title and almost tuned out, didn’t you? Hold that thought. If you work in communications, PR, media, or journalism, this episode might just change how you think about your job.

GEO, or Generative Engine Optimization, is not another passing buzzword. It is the next major shift in how information is found, shared, and trusted. It shapes how AI tools like ChatGPT, Perplexity, and Gemini decide which stories and brands get surfaced.

In this episode, Muck Rack’s CEO and Co-Founder, Greg Gallant, joins me to explain how GEO is reshaping public relations. He walks through how Muck Rack evolved from the early social media boom to the frontlines of AI-driven communications. We dig into how data and generative tools can help communicators strengthen media relationships, measure real impact, and stay relevant in an industry that is changing fast.

We talk about:

• How PR missed the SEO wave and what GEO means for catching up
• Why journalists and AI platforms are now gatekeepers of reputation
• What Muck Rack’s new Generative Pulse feature reveals about how AI “reads” the news

If you work in PR, communications, or reputation management, this is not a someday conversation. It is happening right now.

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