Generative Engine Optimization: How PR Can Boost Your Brand in AI Results

Generative AI is reshaping the discovery of brands and information. Increasingly, online search results begin with a synthesized answer — not a list of links. Do you understand where that answer comes from, and what it means for your communication strategies?

This workshop translates the shift to generative search into practical public relations (PR) guidance for health tech brands and teams. We’ll examine the AI-powered search landscape, explain why earned media and authoritative sources are critical for visibility and show which content formats are preferred by AI. Attendees will gain practical insights on how to improve visibility through proven GEO strategies.

By the end of this session, participants will be able to:

• Understand AI-driven shifts in visibility: how generative engines are changing how people search and what that means for startups seeking credibility and reach.
• Identify what generative engines tend to cite, and why earned media matters: participants can list dominant source types and selection factors (recency, outlet authority, niche fit, etc.).
• Apply PR-ready content patterns engines reuse: participants can apply GEO strategies to improve inclusion in AI summaries and boost visibility.

Agenda (CT)

9:00am | Doors open

9:30am | Workshop begins

10:30am | Workshop concludes + networking* begins

11:00am | Program concludes

*Join us for an in-person networking reception to connect with fellow innovators, PR and media relations experts and the MATTER team.

ABOUT THE SPEAKERS

Mary Erangey

Senior Vice President, Public Communications Inc.

Mary Erangey is a senior communications strategist who helps healthcare innovators, associations and providers build visibility, credibility and trust through brand storytelling, thought leadership and media strategy. A credentialed facilitator, she has led workshops on crisis planning, messaging and brand transformation for organizations ranging from Fortune 100 companies to early-stage startups. As a member of PCI’s AI Task Force, Mary also advises on how emerging AI tools are reshaping communications and creating new opportunities for innovators to stand out.

Jared Allread

AI Task Force Leader, Public Communications Inc.

Jared Allread leads the AI Task Force at PCI, focusing on integrating generative AI technology to improve client services and streamline agency operations. He trains team members on the effective use of AI tools and leads the implementation of comprehensive AI policies emphasizing responsible usage. Jared is a resource for employees and clients, advising on AI technologies and their thoughtful, ethical implementation. He has also led workshops with PR agencies and other clients in the U.S. and Nigeria, sharing his expertise in leveraging AI to drive innovative communication solutions and boost operational efficiency.

Isabella Saxton

Media Relations Associate, Public Communications Inc.

Isabella Saxton is a media relations associate at PCI, where she helps lead media strategies and outreach efforts for local and national campaigns. She secures earned media placements across print, digital and broadcast, and has supported various organizations, from nonprofits to Fortune 500 companies, with story development and messaging. She supports media training and interview preparation, equipping spokespeople to deliver clear, credible messages with confidence.