GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise?

In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search.

What we discussed

• What GEO actually is – and how it differs from (or builds on) SEO
• The hype versus the reality: is GEO a genuine discipline or simply “snake oil”?
• The importance of authority, credibility, and tier 1 media coverage in shaping generative search results
• Why trade and niche publications are still crucial for visibility
• Practical steps for PR and comms professionals to get ahead, from media training to message consistency
• The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment
• How law firms and professional services balance credibility with regulatory and compliance requirements
• Where GEO may be heading over the next 12 months

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In this reflective follow-up to our FIR Interview in July with Monsignor Paul Tighe of the Vatican, Neville and guest co-host Silvia Cambié revisit some of the key themes that resonated deeply from that conversation.

With a particular focus on the wisdom of the heart – a phrase coined by the Vatican to contrast with the logic of machines – Neville and Silvia explore the ethical responsibilities communicators face in the age of artificial intelligence.

The discussion ranges from the dignity of work and the overlooked realities of outsourced labour, to the limitations of technical expertise when values and human well-being are at stake.

Silvia expands on her Strategic article focusing on precarious workers, while Neville revisits ideas shared on his blog about the Church’s unique role in advocating for inclusive, human-centred dialogue around AI.

Above all, this episode highlights how communicators are uniquely positioned to help organisations navigate the moral and societal questions AI presents – and why they must bring emotional intelligence, narrative skill, and ethical awareness to the forefront of this global conversation.
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The post FIR #480: Reflections on AI, Ethics, and the Role of Communicators appeared first on FIR Podcast Network.

Posts and videos featuring Generative Engine Optimization (GEO) hacks and formulas are flooding the web. We reported recently on one such hack focusing on press releases. But when you consider the kind of content on which the AI models rely for their answers, it may be more efficient to revert to good, old-fashioned PR and marketing.
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The post FIR #479: Hacking AI Optimization vs. Doing the Hard Work appeared first on FIR Podcast Network.