Michael O'Connor

Thought leadership isn’t a marketing tactic — it’s a growth strategy. In an AI-driven, trust-poor market, brands that articulate clear points of view win attention, influence buying decisions earlier, and shorten sales cycles. This article explains why thought leadership is the most overlooked commercial lever and why boards should treat it as core growth infrastructure, not content.

PR is no longer about press coverage or media mentions. Modern PR is a growth strategy that shapes perception, builds trust, influences demand, and creates long-term commercial advantage. Brands that still treat PR as a publicity function are leaving growth on the table — especially in an AI-driven, trust-led market.

Generative Engine Optimisation (GEO) is reshaping public relations. As AI engines increasingly summarise, interpret, and judge brands, PR strategy must evolve. This article explores how GEO shifts PR from media placement to authority building, and why clarity, consistency, and credibility now matter more than ever.