With AI transforming how people find information, the digital landscape is dramatically shifting from search engine optimisation (SEO) to generative engine optimisation (GEO).

This shift in how information is found is presenting marketers with both a challenge and an opportunity. They now need to take their focus from ranking highly on search engine results pages, to ensuring their brand becomes one of the trusted sources AI tools reference when generating answers. And it can be done with the power of earned media.

Our latest article looks at the critical role of PR’s earned media and why it matters now more than ever.

Catch-up on our latest top-pick stories, from the CHRO’s role in AI transformation and the rise of fake CVs and references, to the key principles that underpin great PR, this month’s stories cover the issues shaping HR.

At PR in HR, we work exclusively with brands supplying HR buyers, enabling us to focus on what genuinely effective PR looks like. 

Generic approaches often fall short as HR leaders and journalists are increasingly bombarded with sales ‘noise’. 

In this article, we take a look at some key principles, from a specialist’s view, of what makes great PR - from having a deep understanding of the HR sector, to thought leadership, to consistent measuring - our 7 steps guides you through what great PR looks like for brands.

From time wasted correcting AI, an expected influx in unemployment, to the importance of supportive leadership and how HR need to lead the charge.

Bringing you our latest article on client testimonials, and how to make the most of them. Then there are. stories on Gen Z’s fear of early retirement, and OpenAI’s latest report on AI in the workplace.

When searching for a new supplier that will bring genuine change and deliver impact for their organisation, HR teams increasingly want reassurance that they’re making strong choices.

Accreditation badges, market reports and awards all play their part, but nothing resonates quite like the authentic voice of a happy client. A well-crafted client testimonial is one of the most powerful tools an HR provider can use to demonstrate real-world value, strengthen credibility and create more presence.