How GEO is changing the PR Industry

The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand. As AI search engines reshape how people discover information, Michael and Lindsey break down what GEO is, why it's growing so fast, and what it means for the way businesses communicate online. Whether you're a marketing pro, a student, or just curious about where search is headed, this episode is packed with insights you won't want to miss. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn.  Follow Fred Cook on LinkedIn.  Find all our reports at annenberg.usc.edu/cpr. Download the 2026 Relevance Report at annenberg.usc.edu/relevance