The PR industry faces its biggest opportunity in two decades. Generative Engine Optimisation (GEO) and AI are already reshaping how reputations are built - and PR must be at the centre of that shift.

In this special two-part episode of PR in the Real World, Tony Garner sits down with Darryl Sparey, founder of agency 'Hard Numbers' and one of the leading voices on AI in PR, to unpack what GEO really means for communicators.

Hard Numbers' pioneering research into how large language models draw on editorial coverage makes the case for why PR can’t afford to miss this moment, and he told PR in the Real World what the industry stands to lose if they do.

Darryl is passionate about protecting and advancing PR’s role in shaping reputation in the AI era.

Darryl is putting this conversation at the centre of the industry - ensuring regional, independent agencies and in-house teams alike don’t get left behind.

If you want to understand how PR should respond to AI, and why GEO could be the defining discipline of the next 20 years, this episode is unmissable.

For more industry-defining PR conversations like this, be sure to subscribe to our channels.

Links

Connect with Darryl: https://www.linkedin.com/in/darryl-sparey/

Check out Hard Numbers: https://www.hardnumbers.co.uk/

Read Hard Numbers' Research: https://www.hardnumbers.co.uk/research

Reputation in the age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-ai

Ketchum UK - "We're Sitting on a Goldmine": https://www.ketchum.com/uk/news/we-are-sitting-on-a-goldmine-how-can-pr-influence-ai-search-results/

Insight Agents' Interview with Darryl: https://insightagents.co.uk/why-pr-really-needs-to-embrace-hard-numbers-or-risk-being-seen-as-irrelevant-with-darryl-sparey/

Institute for Public Relations - “How PR Pros are Using AI”: https://instituteforpr.org/how-pr-pros-are-using-ai/

Onclusive and Hard Numbers: https://onclusive.com/wp-content/uploads/2025/02/EN-UK-Case-Study-%E2%80%94-HardNumbers.pdf

PR in the Real World with Ben Verinder: https://embed.acast.com/671b4fbbe1ae5a1f28223a45/683da022708e9fc9b43c2d42

Visit Viva's website: https://www.vivapr.co.uk/

Other episodes: https://www.vivapr.co.uk/viva-podcast/

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