Why This Guide Matters

In a crisis, every second counts — and every unanswered question risks being filled by speculation or misinformation. But today’s reality adds another layer: generative AI. When people ask ChatGPT or Google’s AI Overviews “what happened?”, the answer they receive may never reference your site, your statement, or your voice directly — but it will still shape how your organisation is perceived.

That’s where Generative Engine Optimization (GEO) comes in.

This guide introduces a strategic discipline that’s fast becoming essential for modern crisis communicators: influencing AI-generated answers during high-stakes events.

• GEO is not SEO. Traditional search engine optimisation helps you rank on Google. GEO ensures your version of the story gets surfaced inside AI-generated summaries — often the first and only response a user will see.
• GEO is now mission-critical. If your organisation isn’t mentioned in generative responses, someone else’s framing will dominate. If the AI finds inaccurate or outdated information, it will amplify it — potentially globally — within seconds.
• GEO changes the media equation. Your press release isn’t just for journalists anymore. It's now a key data input for generative AI tools. This guide shows you how to write and distribute crisis content that AI models prioritise, cite, and repeat.
• GEO demands preparation. The time to build AI trust signals is before the emergency hits. GEO readiness means having structured, factual, and authoritative content in place that can be rapidly surfaced when the AI goes looking.

This guide delivers a clear, actionable methodology to ensure your voice is present, your facts are used, and your organisation isn't misrepresented — in the AI age, that’s a reputational safeguard you can’t ignore.