We’ve seen our industry adapt to plenty of shifts from the rise of digital-first media to the growing importance of ESG narratives.

One of the most significant changes we’re navigating right now is the emergence of generative engine optimisation (GEO) and how content is discovered, interpreted and surfaced by AI- tools such as large language models and generative search platforms. While it’s still evolving, it’s already shaping how we think and put together PR strategies and it’s important for us to consider at all times.

For those of us working with developers, consultants, architects and contractors, this matters more than it might first appear, because traditionally, PR has focused on media relationships, coverage quality and visibility in the right titles.

While this hasn’t changed, the way our stories are being found and reused has, because increasingly AI tools are pulling from trusted, authoritative sources. Enquiries for our clients in the built environment may be around planning policy, sustainability, housing delivery, infrastructure and net zero for example, and the most important thing for us is placing our clients at the heart of those conversations, so they don’t risk being invisible when it comes to AI search.

GEO is encouraging us to think more carefully about clarity, credibility and consistency in media, which means curating messages that are not only newsworthy, but useful. Vague statements or overly promotional language don’t work well, but being clear on expertise and messaging can ensure client content lands well.

In practical terms, we’re paying closer attention to how thought leadership is structured, how spokespeople explain themselves, and how often our clients’ insights appear in top tier, relevant media. Trade media, technical commentary and long-form expert opinion is valued and ensuring this is part of all PR strategies is becoming even more important as a signal of authority.

For us, the opportunity lies in helping clients position themselves not just as newsmakers, but as trusted voices. GEO reinforces the value of PR done well – thoughtful, informed and rooted in expertise.

While the landscape will continue to change, we are here to talk to our clients about what they should be doing and when. If you’re looking at your 2026 strategy, get in touch with us for a chat on how we can help you.