Beyond the Noise - the PRWeek podcast10 Sep

TUI and The Remarkables: ‘Don’t overcomplicate GEO’

TUI’s comms boss, and the chief of the agency handling the travel firm’s GEO, are the guests on this week’s Beyond the Noise podcast.

Amy Dowling, head of communications at TUI; and Kerry Parkin, founder and CEO of The Remarkables, discuss the latest on GEO and how it continues to disrupt the comms world.

It comes as brands continue to appoint PR agencies for AI discovery briefs; Nationwide and Dishoom have done so in recent weeks. One of the first announcements of this kind came in July, when travel brand TUI enlisted The Remarkables to help boost its AI visibility.

Beyond the Noise looks at some of the biggest communications and PR issues. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Dowling discusses why TUI partnered with The Remarkables, and what pitfalls other agencies may be falling into when offering GEO services to brands.

Meanwhile, Parkin gives tips for businesses looking to implement a GEO strategy, explaining why she believes PR should take full ownership of the discipline.

The pair share their view that it is not necessary to “buy into the technicalities” of AI in order to increase your visibility, warning PR teams to “try not to get bamboozled”.

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