Generative Engine Optimization: A Strategic Shift in Crisis Communication

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Dear reader,

Communication professionals face a new challenge: ensuring critical messages reach audiences through AI-powered search.

Generative Engine Optimization (GEO) is emerging as the essential approach for crisis communicators, distinct from traditional SEO by focusing on how your content is cited within AI-generated answers rather than website rankings.

As tools like ChatGPT, Google's AI Overviews, and Perplexity increasingly mediate information flow during emergencies, mastering GEO principles ensures your authoritative content cuts through misinformation, remains visible without requiring clicks, and maintains accuracy when it matters most.

In this week’s edition of Wag The Dog, I examine why this shift demands attention from PR professionals and offer practical steps to ensure your crisis messages maintain visibility and trust in an AI-mediated world.

Also, if you’ve missed it before, check out the previous edition of Wag The Dog where I had an interview with Paul Stollery, co-founder and creative director at Hard Numbers, about their latest report, Introduction to GEO, or How to Change What ChatGPT Says About Your Brand.

Enjoy!

PS: Premium subscribers will receive a handy, practical step-by-step guide on GEO for Crisis Communication – watch your inbox, and thanks for the support!

Table of Contents

• Before we go to the main article…

• What is GEO, and how does it differ from SEO?

• The Role of GEO in Crisis Communication

• Implementing GEO in Crisis Strategy

• Limitations and Considerations

• Integrating GEO into Broader Crisis Planning

• AI is reshaping how information circulates.

• Let’s meet!

Before we go to the main article…

As artificial intelligence increasingly mediates how people access information, the task of communicating clearly in a crisis becomes more complex. Generative Engine Optimization (GEO)¹ represents a new frontier—one that could determine whether your messages are seen at critical moments.

What is GEO, and how does it differ from SEO?

GEO is a marked departure from traditional Search Engine Optimization (SEO). SEO aims to improve a website’s ranking in search results. GEO, by contrast, focuses on ensuring visibility within responses generated by AI tools such as ChatGPT, Google’s AI Overviews, and Perplexity² .

This distinction matters. SEO seeks to drive users to your site. GEO, however, makes your information more likely to be cited within AI-generated answers, often without users clicking through to the source.

This change is significant. Emerging data suggests that AI-led search could cut organic web traffic by up to 64%, as users increasingly rely on direct answers. Crisis communicators cannot afford to ignore this shift.

The Role of GEO in Crisis Communication

In emergencies, timely and reliable communication saves lives. GEO enhances your ability to deliver the right message to the right audience when they need it most.

⛉ Securing Accuracy in AI Outputs

When disaster strikes, people turn to AI tools for instant guidance. By structuring content to be machine-readable, organisations increase the odds that AI will reproduce it faithfully. For example, a public agency that optimises evacuation protocols is more likely to see those instructions featured prominently in AI-generated responses.

⛉ Reaching the Clickless Majority

In high-stress moments, people may not browse websites. They rely on summaries. GEO ensures your guidance appears in these summaries, improving reach without requiring engagement with your platform.

⛉ Reducing the Spread of Misinformation

AI models occasionally fabricate information. This can be dangerous during crises. By embedding trustworthy, structured content online, you improve the chances that authoritative answers—rather than hallucinated ones—are delivered.

⛉ Anticipating Crises with AI Tools

AI also offers predictive insights. By scanning sentiment and discussions online, AI can flag potential risks early. This gives communicators time to prepare responses before problems escalate.

Implementing GEO in Crisis Strategy

To make GEO work, some practical measures are needed.

☐ Optimise for AI Interpretation

AI favours clarity. Structure content with headings, short paragraphs and lists. Use schema markup where possible, helping machines categorise information more effectively.

☐ Provide Clear Answers to Common Questions

During emergencies, people ask straightforward questions: “Is the water safe to drink?” “Where is the nearest shelter?” Ensure your content addresses these directly. AI systems are designed to extract succinct answers.

☐ Establish a Multi-Source Presence

AI models draw from a range of inputs. Enhance your digital footprint by securing citations in:

• Credible news outlets

• Expert commentary

• Online forums

• Sector-specific publications

• Authoritative social media posts

☐ Signal Trustworthiness

Follow Google’s E-E-A-T criteria: Experience, Expertise, Authoritativeness and Trustworthiness. Back up statements with reliable data, expert quotes and frequent updates.

☐ Create Resources with Real Utility

AI will cite corporate material if it is genuinely helpful. A well-structured guide to emergency procedures or a comparison of safety responses might earn citations, even if commercially produced.

Limitations and Considerations

GEO is not a panacea.

Delays in AI Updates AI tools often use static or delayed data. During fast-moving events, live channels, texts, and social media still matter more.

Variations Across AI Models

Different AIs have different preferences:

• ChatGPT leans towards traditional sources (e.g., Wikipedia, major media)

• Google AI Overviews pulls from blogs, news and community platforms

• Perplexity prioritises expert commentary

This calls for a broad, diversified content strategy.

AI's Human Credibility Gap

People may view AI-generated advice with scepticism.³ Over-reliance on AI, or disclosure that a message was AI-authored, can weaken trust. Human oversight remains essential.

Integrating GEO into Broader Crisis Planning

GEO should complement, not replace, established communication practices:

• Prepare GEO-optimised content for anticipated crises

• Monitor AI tools for how they cite your information⁴

• Retain conventional channels for immediate alerts

• Publish distinctive content that AI cannot easily mimic

AI is reshaping how information circulates.

For crisis communicators, this means adjusting strategies. GEO represents more than just technical tinkering or the mere manipulation of data and tools. Instead, it signals a fundamental shift in how people will find your crisis and risk communication information.

Mastering GEO now could make all the difference when the next crisis unfolds. Better visibility could save time, trust, and lives.

What steps will your organisation take to prepare its crisis communication for the AI age? The time to develop your GEO strategy is now, before the next crisis strikes.

References and further reading.

1  AI Search, Generative Engine Optimization, and Your Brand. (2025). Willowtreeapps.com. https://www.willowtreeapps.com/insights/ai-search-generative-engine-optimization-and-your-brands-digital-future#:~:text=GEO%20is%20a%20strategic%20approach,across%20all%20channels%20and%20platforms

2  Gupta, P. (2025, March 10). What is Generative Engine Optimization: The Complete Guide 2025. Writesonic Blog. https://writesonic.com/blog/what-is-generative-engine-optimization-geo

3  Piller, E. (2024). Inhuman Rhetoric: Generative AI and Crisis Communication. Journal of Business and Technical Communication. https://doi.org/10.1177/10506519241280594

4  Brito, M. (2025, May). How to Measure Generative Engine Optimization. Michael Brito. https://www.britopian.com/measurement/generative-engine-optimization/

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What I am reading/testing/checking out:

• Tool: AI Disruptor - Fuse your entire archive into one AI-ready file

• Video: 11 Free No-Code OSINT Tools You Should Bookmark

• Tool: the world's first reasoning AI developer

• Guide: Crisis Communications Planning Guide - STOP Template

• Report: FERMA has released its inaugural NEXT (New EXposure Trends) Report

Let’s meet!

PS: I hope you've enjoyed this newsletter! Creating it each weekend is a labour of love that I provide for free. If you've found my writing valuable, the best way to support it is by sharing it with others. Thank you for reading!

_{Parts of this newsletter were created using AI technology to draft content. In addition, all AI-generated images include a caption stating, 'This image was created using AI'. These changes were made in line with the transparency requirements of the EU AI law for AI-generated content. Some links in this newsletter may be affiliate links, meaning I earn a small commission if you click and make a purchase; however, I only promote tools and services that I have tested, use myself, or am convinced will make a positive difference.}