On 22 July 2026, co-CEO of Purposeful Relations Stuart Bruce joined the PRCA AI innovation group – led by Anna Wilson and Jonny Bentwood – on a panel to discuss how to measure GEO, delivering a practical guide for public relations and communications professionals.
With generative AI changing how people search for information and make decisions, the panelists discussed how it has never been more important to understand their visibility in AI answers and what visibility really means.
During the webinar, the innovation group presented the new How to measure GEO paper and shared their practical guidance on measuring generative engine optimisation in a credible, evidence led way that aligns with AMEC’s GEO Principles and Practitioner’s Guide.
Highlights of the discussion included
- How to clearly report GEO with credibility, without overclaiming.
- How to connect visibility to behaviour and outcomes.
- What communicators should and should not claim.
- How to set useful baselines.
- What to track first.
- How to move beyond vanity metrics and use GEO to support planning, organisational impact, content readiness, and reputation management.
Other panellists were: Jonny Bentwood – Chief Data and Analytics Officer – Golin, Anna Wilson Chief Digital Innovation Officer – Tangerine Communications, Sanjiv Winayak – Senior Client Director – Milk & Honey, and Alison Spray – EMEA Chief Data and Intelligence Officer – Burson.
