Why do press relations play a central role in a GEO strategy?

The “click” era is gradually giving way to the “response” era. Today, artificial intelligence no longer merely assists in content creation; it is structurally transforming the way information is discovered, processed, and consumed. For businesses, adapting to this paradigm shift has a name: GEO (Generative Engine Optimization).

While traditional search engines have accustomed us to navigating through links, answer engines (ChatGPT, Perplexity, Gemini) synthesize information for us. In this new landscape, one question becomes crucial: How can you ensure that AI selects and cites you? The answer lies in a time-tested tool that is now more powerful than ever: Press Relations (PR).

From Search to GEO: A Structural Shift in Access to Information

The shift from traditional SEO to GEO marks the end of simple information-seeking in favor of consuming an immediate summary. The figures reflect this urgency:

• Nearly 40% of French people already use generative AI tools in their daily lives (CESI x IPSOS study – “The Use of Artificial Intelligence by the French”), 
• and 20% of information requests now go through these interfaces rather than through Google (Francenum.gouv – “Generative Engine Optimization (GEO): A Guide to Improving Your SEO on AI Search Engines”).

AI is redefining online visibility for businesses. The risk to your brand: if you aren’t listed by AI search engines, you may as well not exist to some users.

SEO vs. GEO: Understanding the Shift in User Behavior

The shift from SEO to GEO represents a major evolution in the search experience.

In the traditional SEO (Search Engine Optimization) model, the user:

• enters a short search query (“Lyon press relations agency”)
• scans through several results in a list of links (SERP)
• compare the sources
• constructs his own synthesis.

Generative engines work differently. They are based on conversational logic. Queries are long and specific: “Which PR agency should a SaaS startup in France choose?” The intent is clear from the start.

AI engines then analyze a large number of sources to generate a single response, written and contextualized using a limited selection of sources and verifiable information.

This transformation is driven by advances in Large Language Models—systems capable of analyzing massive amounts of information and identifying sources deemed reliable.

For brands, the consequences are significant:

• Visibility no longer depends solely on Google rankings
• Presence within the information ecosystem has become a decisive factor
• Sources deemed credible have taken on central importance

In other words: simply having a good search engine ranking is no longer enough. You need to be recognized as a reliable source.

The Central Role of Earned Media and Press Relations in AI Engines

Artificial intelligence is, at its core, a tool for cross-referencing sources. It doesn’t “believe” your marketing messages—it synthesizes what the ecosystem says about you.

• In his article“Top Predictions to Inform 2026 Comms Strategies“ Gartner revealed that 95% of the links cited by the AI come from owned and earned media. 
• In addition, a study conducted by media.muckrack (What is AI Reading?) In 2025, it states that 25% of the links cited by AI come directly from the media coverage (news articles, interviews, opinion pieces).

In an interview (Google’s AI Search Expert: How to Get Ahead Before AI Changes Everything) An interview with Silicon Valley Girl founder Robby Stein, Vice President of Search at Google, confirms this trend. He explains that AI models rely on public, independent, and trusted sources to “understand” the world. The AI analyzes:

• Press articles and industry analyses;
• Third-party rankings and comparisons;
• Expert opinions and in-depth guides.

This is where media relations take on a new dimension: they are no longer just a tool for building human visibility, but a sign of trust for algorithms.

Oxygen helps you develop a PR strategy to position yourself as a reliable source and increase your chances of being cited by AI systems.

Strategic Leverage: How to Feed AI Systems?

AI does not “read” a brand in isolation. It reconstructs a brand’s reputation based on what the digital ecosystem says about it over time. This means that a brand regularly cited as an expert will be perceived as such, while a brand that is absent or inconsistent is unlikely to be recommended. Here, repetition and consistency matter more than a one-time spike in visibility.

To become a go-to source for AI, your PR strategy must be built around a solid body of content and a consistent narrative:

• Maintain complete consistency across your profiles: Google Business, social media, specialized directories, and your corporate website should all convey a unified message.
• Aim for mentions in authoritative media outlets and websites: This involves “feeding” the recommendation algorithm through articles in recognized media outlets, in-depth analyses on third-party websites, and user reviews on platforms like Reddit.
• Adopt a multimodal approach: With the explosion of image-based (Google Lens) and video-based searches, visual presence in the media is becoming just as crucial as text.
• Prioritize long-term consistency: GEO marks the end of the “one-shot” approach. Large language models (LLMs) build your reputation over time. Media repetition transforms your statements into “historical truth” for AI.

What This Means for Your Brand

Failing to build your media visibility today means accepting that you will gradually disappear from the news landscape tomorrow. Press relations now directly shape the way AI understands and recommends brands.

At Oxygen, we are convinced that this evolution reinforces the role of PR as a key driver of visibility. In the age of generative AI, it’s no longer just about “getting people to talk,” but about building a clear, credible, and lasting reputation—both for the public and for the artificial intelligence systems that filter information.

The nature of public relations hasn’t changed. Its impact has.

Do you want to stay ahead of the GEO revolution and position your brand as a benchmark for your target audiences and for artificial intelligence?

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