The Thoughtful Entrepreneur 2307 - How Generative Engine Optimization Is Transforming the Future of PR with Veracity's Amy Rosenberg
Mastering Modern PR in the Age of AI: Expert Insights from Amy Rosenberg of Veracity
In an era where AI and digital media are rewriting the rules of communication, modern PR demands more strategy, agility, and authenticity than ever. In this episode of The Thoughtful Entrepreneur, host Josh Elledge sits down with Amy Rosenberg, Founder and President of Veracity, to explore how small businesses and PR professionals can adapt to today’s fast-changing media landscape. Amy shares actionable tactics for building credibility, leveraging AI, and crafting stories that truly resonate with audiences.
The Future of PR in a Digital-First World
Amy explains that public relations has shifted from focusing solely on press releases and media placements to building holistic brand visibility across multiple platforms. In today’s fast-changing world, credibility and consistency are the new currencies of PR success. She introduces the emerging concept of Generative Engine Optimization (GEO)—the process of optimizing your brand’s presence not only for Google but also for AI-driven search tools like ChatGPT. By creating high-value, trustworthy content, brands can ensure they show up in AI-generated responses that influence decision-making.
For small businesses, Amy offers practical ways to take control of their own PR efforts. She encourages using editorial calendars to time pitches with industry trends, focusing on earned media rather than paid placements, and telling authentic, human-centered stories. Even without a large budget, entrepreneurs can make an impact by consistently sharing relevant insights and staying connected to their audience’s needs.
Amy emphasizes that while technology like AI is transforming PR, the human element remains irreplaceable. Storytelling, emotional intelligence, and relationship-building still drive meaningful visibility and trust. By blending smart digital strategies with authentic communication, brands can thrive in an AI-powered, content-saturated world.
About Amy Rosenberg
Amy Rosenberg is the Founder and President of Veracity, a Portland-based public relations and digital marketing agency. With over two decades of experience, Amy helps organizations and PR professionals navigate modern media through strategic communication, training, and her acclaimed book A Practical Guide to Public Relations for Businesses, Nonprofits, and PR Leaders.
About Veracity
Veracity is a PR and digital marketing agency specializing in strategic communications, media relations, and reputation management. The firm empowers businesses and marketing leaders to build credibility, enhance visibility, and connect meaningfully with their audiences. Learn more and access free resources at www.veracityagency.com/.
Links Mentioned in This Episode
Key Episode Highlights
- PR success in 2024 depends on credibility, consistency, and digital visibility.
- Generative Engine Optimization (GEO) is the next evolution of PR and SEO strategy.
- Small businesses can leverage editorial calendars and strong storytelling to earn coverage.
- Earned media delivers more long-term value than paid placements.
- AI tools are powerful, but authentic human storytelling remains the heart of great PR.
Conclusion
The future of PR belongs to those who blend strategy, technology, and authenticity. As Amy Rosenberg shares, mastering modern PR means telling stories that matter, staying ahead of media trends, and using tools like AI to enhance—not replace—human creativity. By investing in credibility and consistency, any business can build lasting influence in the digital age.
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