FIR Interview: Generative Engine Optimisation with Stephanie Grober

FIR Interview: Generative Engine Optimisation with Stephanie Grober

From FIR Interviews by FIR Interviews

September 16, 2025 · 49 min

About this episode

The episode discusses the significance of Generative Engine Optimisation and its implications for communicators.

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 Continue Reading → The post FIR Interview: Generative Engine Optimisation…

People in this episode

Hosts: Shel Holtz, Neville Hobson

Guest: Stephanie Grober

Topics covered

  • Generative Engine Optimisation
  • SEO
  • Communication Practice
  • Content Marketing
  • Media Training

Keywords

  • authority
  • credibility
  • media coverage
  • visibility
  • regulatory compliance

Mentioned in this episode

Places: New York

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