Workshop On Demand
GEO Workshop for Comms, PR & Marketing
How to Lead in GEO with New Rules and New Best Practices
AI answers are the new front door to your brand. More journalists, customers and stakeholders now turn first to ChatGPT, Gemini, Perplexity and Google AI overviews to size up your org, leaders and services. The answers they see are already shaping your reputation before anyone reaches your website.
In this interactive virtual workshop, Michael Lamp, Chief Digital & Transformation Officer at HUNTER and advisor to Ragan’s Center for AI Strategy, shows you what’s new in Generative Engine Optimization (GEO), why it’s critical now and how comms, PR and marketing teams can improve AI visibility across earned, owned, social and third-party sources.
You’ll get new ideas, live examples and practical guidance for running an AI Answer Audit, spotting citation gaps and identifying content fixes that boost discoverability, accuracy and trust. Bring your GEO questions and leave prepared to become the go-to GEO leader on your team.
You’ll Learn:
- AI Reputation: How to spot where AI answers are already shaping your reputation across brand, product, issue, executive and category searches.
- Answer Audits: How to compare what ChatGPT, Gemini, Perplexity, Microsoft Copilot/Bing and Google AI Overviews say about your org and then identify gaps, citations and inaccuracies.
- Source Signals: How to identify which earned, owned, social and third-party sources influence AI visibility, including trade media, newsroom pages, Wikipedia, Reddit, Quora, LinkedIn, YouTube and more.
- Content Fixes: How to structure newsroom content, press releases, FAQs, executive POVs, issue statements and repurposed internal comms for stronger AI discoverability.
- GEO Leadership: How to bring new ideas, sharper questions and practical next steps back to your comms, PR, digital or marketing team.
AGENDA
AI-generated answers are changing how stakeholders discover, evaluate and talk about brands. Hear why GEO is now a comms, PR, marketing and reputation priority, not just an SEO concern.
AI tools are changing what gets found, summarized and trusted across search, media and stakeholder research. This deep dive breaks down how earned media, owned content and third-party sources work together to shape brand visibility in AI answers. You’ll also see how to stand out when every competitor starts optimizing for the same prompts, platforms and playbooks. You’ll learn:
- New Rules: How GEO differs from SEO and where comms can find common ground with marketing teams that own search.
- Answer Audits: How to identify where AI-generated answers are shaping your reputation, issue perception and stakeholder trust.
- Sources and Styles: How to choose the sources that AI tools are most likely to trust and the content styles that help your brand stand out when everyone else is doing the same thing.
- Earned Authority: Steps to turn credible coverage into a long-tail AI visibility asset instead of a one-off media hit.
- Content Clarity: How to structure newsroom posts, press releases, FAQs, executive POVs, LinkedIn or YouTube content and issue pages so AI can more easily retrieve and summarize them.
See how GEO is beginning to reshape research, content planning, media relations and reputation strategy inside a global life sciences company. Our guest will share a few early lessons, real examples and surprises from her team’s work as AI changes how brands show up. You’ll hear:
- New Research Signals: Insights into audience questions, emerging priorities and content gaps uncovered through the team’s AI visibility research.
- Lessons Learned: Where clearer language, stronger formats and audience-first content are starting to make a difference—and where the team is still learning.
- Citations and Earned Media: What they’re seeing across earned coverage, LinkedIn, Reddit, YouTube and older content that still shapes AI answers.
- Reputation in Action: An example of GEO insights helping the team respond to a competitive narrative and strengthen the case for communications.
- What They’re Tracking: How the team is beginning to benchmark visibility, credibility, sentiment, citations and competitive share of voice.
This guided interactive segment shows how to test what AI tools say about your brand, issue, product, category, leader or competitor. You’ll see how to compare answers, review citations, spot missing context and identify practical fixes you can bring back to your team. You’ll explore:
- Prompt Test: How to find and then address the questions that stakeholders, journalists, customers or executives might post about your brand.
- Tool Check: How to compare answers across ChatGPT, Gemini, Perplexity, Microsoft Copilot/Bing or Google AI overviews.
- Gap Scan: How to spot outdated claims, weak citations, missing context and misinformation risks.
- Source Map: How to pinpoint which earned, owned or third-party sources are helping (or hurting) your visibility.
- Fix List: How to identify content updates your team can make to improve AI discoverability, accuracy and trust.
WHY WATCH?
Rethink Team Silos: Build agile “tiger teams” with shared workflows that align communications, social media and marketing around common business goals and audience needs.
Get More Value From Every Content Investment: Learn how to extend the lifespan and impact of your strongest content across channels, audiences and business functions.
Turn Audience Intelligence Into Action: Use social listening and reputation insights to guide content planning, strengthen messaging and identify emerging opportunities.
BONUS MATERIALS: YOUR DIGITAL TOOLKIT
Every participant receives access to a collection of resources.
- 2026 B2B Content and Marketing Trends Report
- PR and Comms Content Planning Calendar
- LinkedIn Tactical Content Marketing Plan
PRESENTERS
WHO SHOULD WATCH?
This virtual workshop is ideal for business leaders and professionals involved in:
- AI
- Corporate Communications
- Employee Engagement & Culture
- Content Strategy & Creation
- Public Affairs
- Crisis Communications
- Public Relations
- Reputation Management
- Business Leadership
- Brand Management
- Executive Communications
- Issues Management
- Marketing
- Media Relations
- Social Media
- Brand Storytelling
- Corporate Affairs
- Legal
WONDERING IF YOU SHOULD WATCH?
Here’s what past attendees are saying about Ragan and PR Daily Events!
AI is a scary world, but Ragan broke down how to face the Stephen King-like fears of horror by embracing it with safeguards and rails.
Connecting the new AI technologies with communication is crucial, this is why this session organized by Ragan is so extremely important. I appreciated the high quality level of this session and I am grateful for all the information exchanged.
I feel more prepared, confident and optimistic about experimenting with AI in communications work.
Great introduction to AI tools: which tools to invest in, how to properly utilize them, setting policies and goals around them, as well as educating leadership on AI utilization.
Highly practical and relevant for communications leaders. The real-life examples and guidance on positioning comms as a strategic enabler of AI were especially valuable.
The Center for AI Strategy brings together programming, research, and practical guidance to help communications and marketing leaders adopt AI with confidence.
Our team combines editorial leadership, operational excellence, and hands-on AI strategy experience to help members navigate adoption, governance, training, and day-to-day implementation.
[email protected] or by calling 800-878-5331.
