In B2C, AI helps users shortlist before buying. In B2B, it helps structure selection criteria and prepare RFPs. This shift changes what content you must publish, what proof you must show, and why PR becomes a key GEO visibility driver.
The press relations and influence blog
Press officers share their PR tips, influencer trends, innovation news, and… agency life!
E.E.A.T.: definition, SEO value, GEO-era limitations… and what comes next
E.E.A.T. once helped brands rank in Google. In the GEO era, it helps brands get cited and recommended by AI engines. Discover how EEAT shifts from on-site optimisation to proof-based authority built across content, PR and spokesperson credibility.
GEO Revolution: What Impact on Lead Generation and Conversion Rates?
With AI search, visibility is no longer driven by clicks—it’s driven by recommendation. More decision-ready intent, sometimes higher-quality traffic, and amplified zero-click journeys: here’s what GEO changes for lead generation and conversions.
SEO or GEO: what really changes for your brand awareness
This is the question of the hour: SEO or GEO? In 2026, a growing share of online searches no longer happens “inside Google”, but through AI-powered conversational interfaces such as ChatGPT, Gemini, Perplexity or Copilot. As a result, brands must no longer “just” be...
Press Greetings: Definition, Usefulness, and Future in PR
Definition Press greetings are a special moment, usually organized at the beginning of the year, when a company, institution, or organization addresses journalists to extend its wishes and outline the key themes for the year ahead. This tradition originated in...
Buzz & Bad Buzz: The Boomerang Effect of Press Relations
Buzz and bad buzz, two terms often thrown around, but rarely understood. This article breaks them down through the lens of journalism, PR, and media strategy.
Editorial Surge: When the News Floods In (and How PR Can Ride the Wave)
An editorial surge floods the media with content on one topic. For PR pros, it’s either a risk or a strategic opportunity- if handled with care.
The Spin Doctor: Definition, Functions, and Limits
Le spin doctor est un conseiller en communication chargé d’influencer la perception des médias et de l’opinion publique. Entre stratégie, gestion de crise et relations presse, il reste une figure aussi incontournable que controversée.
The Role of a Journalist: Definitions, Responsibilities, and Press Relations
Journaliste ou grand reporter, pigiste ou salarié : le métier de journaliste reste au cœur de l’écosystème de l’information. Décryptage des origines, du rôle, des mutations du métier et de ses liens essentiels avec les professionnels des relations presse.
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