PRCA calls on the public affairs and public relations industry to adhere to ethical GEO standards

The Public Relations and Communications Association (PRCA) has issued a rallying call to the global PR industry to ensure factual and accurate communication, as understanding grows about Generative Engine Optimisation (GEO).

GEO is now a large part of communications practice. Large language models are becoming a primary interface through which the public secures information about brands, organisations and policies.

As bad actors embrace opportunities for manipulation, the PRCA is calling on the wider UK and international public affairs and public relations industry to stand with its members and ensure the highest ethical standards to avoid the sector being brought into disrepute.

Sarah Waddington CBE, PRCA CEO, said: “The opportunity to influence brand mentions through GEO is becoming increasingly clear. Data suggests earned and owned media is prioritised by Large Language Models (LLMs), which is a huge opportunity for the industry – but it is also a threat to its reputation if work is seen to mislead or manipulate. Our Code of Conduct is very clear on this and as a sector we must stand firm.

“Organisations must be encouraged not to flood the internet with content in their favour, and to always ensure factual accuracy. It is the role of the strategic PR practitioner to provide that guidance, monitor reputation and ensure misinformation readiness – and where organisational change may be needed to fix an issue or crisis, to help lead on that too.

"Public relations is a strategic management discipline. If we want to be taken seriously by business, policy makers and the public, we need to protect the integrity of the information environment and to do so assertively.”

The issue is a pressing one. NewsGuard's April 2026 audit of Mistral's Le Chat found the chatbot repeated state-sponsored disinformation more than half the time when prompted on false claims advanced by Russian, Chinese and Iranian-aligned networks.

The PRCA’s Code of Conduct requires that members do not bring the profession into disrepute, have proper regard to the public interest, and deal fairly and honestly with the media and the public.