Optimising for Machines: Future-Proofing Earned Media for AI Search

Chairpersons intro

Ben Smith, founder, PRmoment

How press releases should be structured for improved LLM visibility

Jamie Brader, spokesperson, Notified

• Why press releases are an important tool in PRs LLM content strategy
• Do LLMs index press releases?
• How do LLMs read news content?
• How to get AI to search your content
• The importance of structure, originality, authority and recency in LLM results

How to measure the impact of earned media on GEO results

Mary Elizabeth Germaine, partner & managing director, Global Analytics, Ketchum

• Why GEO gave PR a new measurement problem
• The principles of GEO measurement
• A guide to using AMEC's GEO Measurement Framework

PR’s GEO media list revolution

David Clare, director, Fire On The Hill

• How to analyse GEO citations for your brand
• What type of coverage gets citations in the news media
• How to develop an ecosystem of content types and coverage to influence LLMs

Close of show