A brand spends millions on a campaign that backfires within hours.

They do everything right. Fast response, consistent messaging, the right outlets briefed, and the founder on camera. Textbook crisis comms.

But the SEO recovery playbook and the AI reputation problem are not the same thing. Treating them as if they are is where it can all go wrong.

Google ranks your response. ChatGPT synthesises everything: your statement, the Reddit thread, the senator's press release, and the civil liberties org into a single answer that your stakeholders treat as fact. And that answer updates at intervals you can't predict, from sources you don't control.

That's a different problem. It needs a different approach.

For Edition 42, I dug into the data behind how AI search actually handles a brand in crisis, and what comms teams should be doing differently as a result.

It's a long, but worthwhile read if you are responsible for brand reputation.

#comms #SEO #GEO #generativeAI #reputationmanagement #crisiscomms