FIR Interview: Generative Engine Optimisation with Stephanie Grober

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GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise?

In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search.

What we discussed

What GEO actually is – and how it differs from (or builds on) SEO
The hype versus the reality: is GEO a genuine discipline or simply “snake oil”?
The importance of authority, credibility, and tier 1 media coverage in shaping generative search results
Why trade and niche publications are still crucial for visibility
Practical steps for PR and comms professionals to get ahead, from media training to message consistency
The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment
How law firms and professional services balance credibility with regulatory and compliance requirements
Where GEO may be heading over the next 12 months

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