PRCA guide shows how to measure visibility in AI answers

The PRCA AI Innovation Group has published a practical guide for communications teams on measuring Generative Engine Optimisation in AI-generated answers. The release is meant to help brands track visibility, citations and sentiment as AI search reshapes how people find and trust information online.

Why it matters: - AI-powered search and generative platforms are changing how people discover, assess and trust information online. - Visibility in AI-generated answers is becoming a core part of reputation, influence and digital communications strategy. - The guide is meant to help communications teams prove value in what the PRCA calls the agentic age.

What happened: - The PRCA AI Innovation Group published Beyond Visibility: How to Measure GEO: A Practical Guide for PR and Communications on July 15, 2026. - The guide was developed by a specialist taskforce. - The PRCA says the guide is a practical companion to the AMEC GEO Principles and Practitioner’s Guide. - The full guide is available here.

The details: - The guide explains what communications professionals should measure, how to measure it and why it matters. - It is designed to help teams report insights back to their organisations with meaningful intent. - The publication sets out approaches for tracking brand visibility, prompts, citations, sentiment, share of voice and competitor presence across generative platforms. - Beyond Visibility: How to Measure GEO was published in June 2026 and is authored by Jonny Bentwood of Golin Ketchum, Anna Wilson of Tangerine, Alison Spray of Burson, Sanjiv Winayak of Milk & Honey, Stuart Bruce of Purposeful Relations and Nathalie Agnew of Muckle Media.

Between the lines: - Anna Wilson said PR measurement has moved beyond AVE and that AI has accelerated the need for more strategic measurement. - Wilson said the guide gives comms teams a blueprint to show brands are visible in AI answers and represented accurately and credibly. - Jonny Bentwood said GEO is too important to leave to vanity metrics.

What's next: - Communications teams can use the guide as a framework for building GEO reporting and measurement programs. - The PRCA position suggests AI-answer visibility will become a routine metric for brand and reputation work. - The linked guide is the starting point for teams that want to standardize how they track performance in generative platforms.