In this episode of Mind the Machine Podcast, we sit down with Julie Wright, president and founder of Wright On Communications, to discuss how artificial intelligence is reshaping public relations. Julie explains the shift from traditional SEO to generative engine optimization (GEO), why “answer engines” are replacing search engines, and what this means for brands trying to be discovered online.

She shares practical strategies for building visibility in an AI-driven world, the importance of credibility and trust, and how PR professionals can adapt to zero-click searches and AI summaries. We also explore broader issues of truth, trust, and journalism in the age of large language models, and what the future holds for young professionals entering the field.

🔗 Learn more about Wright On Communications: https://wrightoncomm.com/

💼 Follow Julie Wright on LinkedIn: https://www.linkedin.com/in/julieawright

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00:00 Introduction: PR, AI, and the rise of GEO

01:11 Julie Wright on how AI is changing public relations

02:29 From transactional marketing to relational AI visibility

04:57 Generative Engine Optimization vs SEO

07:22 Zero-click searches, earned media, and AI citations

10:35 Answer engines, Perplexity, and Pro Rata AI

13:26 Truth, trust, and the risks of manipulating AI

17:09 Hallucinations, citations, and the limits of AI reliability

20:55 Fear, anxiety, and the role of relationships in PR

24:44 Building relational equity in the AI era

27:37 White paper insights: how to influence LLMs

30:59 Practical ways to raise visibility in AI platforms

34:33 Press releases, syndication, and evolving PR tools

39:55 Favorite tools, ChatGPT, and hopes for the future of AI at work

43:24 Wrapping up: PR’s future and the state of the industry