Approach focuses on best practices for training large language models to optimize visibility and accuracy

Padilla, an integrated public relations and marketing firm, has launched a new service that improves generative AI (GenAI) search results for brands and organizations. Padilla GEO 3D follows a three-pronged generative engine optimization (GEO) approach:

1. Discover. Audit presence on AI platforms on key queries and benchmark competitors.
2. Develop. Make AI-centric content recommendations (citations, schema markup, consistent messaging, etc.).
3. Deliver. Create content and secure citations in high-authority outlets and communities.

“Padilla GEO 3D was created based on our deep experience in media relations, paid media, executive coaching and crisis management across the firm,” said Matt Kucharski, president at Padilla. “A significant portion of search is now being done using large language models, and the techniques used for search engine marketing and search engine optimization are inadequate in a GenAI world. Padilla GEO 3D helps brands show up – and show up accurately – in this new environment.”

Padilla GEO 3D uses a three-dimensional approach that centers around prioritization, content creation and optimized use of spokespeople:

1. Prioritize Authoritative Sites: AI tools lean heavily on trusted sources including national and local media, trade outlets, social media, wikis, forums and more. Padilla's digital strategy, media relations and paid media teams target the most important sites for brands and organizations.
2. Craft Clear Communications: Delivering clear and consistent messages across earned coverage is important because AI recognizes repetitive information and uses it to generate responses. That is why Padilla creates custom message maps to ensure brand communications are locked in.
3. Identify and Train Brand Spokespeople: When a credible spokesperson is quoted regularly across multiple channels, they’re more likely to be referenced in AI responses. PadillaPrep coaches offer tailored communication training for executives, so they are prepared to hit key messages.

Together, these levers position companies to appear more frequently and more favorably in AI-generated answers.

Although traditional search engine volume is dropping, key aspects of search engine optimization (SEO) are still crucial for a successful marketing strategy, including keyword research and mapping, creating high-quality credible content, and having a well-structured and optimized website.

GEO is an evolution of SEO. To be prioritized in GenAI platforms, demonstrating authority and expertise through earned and owned content is essential. Brands today need to optimize thought leadership insights, case studies, proprietary research and video content into an overall GEO/SEO strategy to stay visible in social, search and AI.

“GEO makes PR more important than ever for brands, and your earned and owned strategy should be developed through a new GEO lens,” said Rosalie Morton, senior vice president of Channels at Padilla. “And although you may be more familiar with ChatGPT, Google AI Overview and Perplexity, as with any emerging technology, don’t lose sight of the up-and-comers who may end up as leaders in this space. With Padilla GEO 3D, we ensure your GenAI strategy doesn’t just address current platforms and trends but is future-proofed for the evolving landscape.”

Padilla GEO 3D will help shape strategy and build authority for brands through strategic public relations, where earned and owned content ensures brand relevance – and social channels reinforce signals for AI-generated responses.

About Padilla

Padilla is a full-service agency that transforms brands and organizations through strategically creative communications. Our work across a range of industry sectors is consistently recognized by the PRWeek Awards, PRovoke IN2 SABRE Awards and PRSA Anvil Awards, among others. Padilla operates in seven cities in the U.S. through its family of brands, which includes SHIFT (performance communications), FoodMinds (food and nutrition affairs) and Joe Smith (brand strategy). As an AVENIR GLOBAL company and a founding member of the Worldcom Public Relations Group, the agency provides services to clients through 115 offices worldwide. Transform with purpose at PadillaCo.com.

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Padilla GEO 3D will help shape strategy and build authority for brands through strategic public relations, where earned and owned content ensures brand relevance – and social channels reinforce signals for AI-generated responses.