This playbook examines how generative AI is transforming visibility for professional services firms. Traditional SEO focused on rankings. Generative engine optimization (GEO) focuses on recognition and trust signals across the web. AI search platforms determine which sources are trustworthy by looking for external validation: media coverage, citations in authoritative publications, repeated presence in credible third-party sources. Firms relying solely on owned content risk being overlooked in AI-generated answers, even with strong expertise. This makes PR a visibility driver, not just a credibility play. The framework: define your expertise, create distinctive insight, distribute across owned and earned channels, reinforce consistently. Success means shifting from “What can we announce?” to “Where can we contribute?” and measuring authority (consistent presence, topical recognition) over activity (placements, impressions). The bottom line: visibility in the AI era isn’t about what you publish—it’s about who notices it.
