At Fire on the Hill we empower organisations to develop and communicate their story. Together, we can help to shape a more advanced, more sustainable, more open, more truthful, and more equal world.

As part of this journey, As Per My Last Email… takes a look at what our teams, clients and industry have been working on over the past few weeks.

In July, we welcomed the launch of our new Generative Engine Optimisation offering, helping our clients shape how they appear in the responses provided by Generative AI tools like ChatGPT, Perplexity and AI Overviews from Google.

Find out more below - we hope you enjoy!

Fire on the Hill launches new Generative Engine Optimisation service

Fire on the Hill this month launched its new Generative Engine Optimisation (GEO) service, sitting within Fusion, our digital arm specialising in AI and Search Engine Optimisation (SEO) solutions.

The launch coincides with the emergence of clearer measurement standards for GEO, providing brands transparency into their share-of-voice across GenAI platforms, alongside detailed keyword monitoring to track message resonance, product visibility and competitive benchmarking.

As generative AI becomes embedded in how people search, evaluate and buy, our GEO service offers a strategic and measurable way for brands to stay visible, trusted, and discoverable in this new information landscape.

This new offering represents a broader shift in the role of PR, positioning the industry as central to shaping the authoritative information landscape from which AI draws, ultimately influencing consumer decisions.

Explore the new offering here.

Measuring the impact of Generative Engine Optimisation might not be as hard as you think

As Generative Engine Optimisation grows in importance, an enduring myth suggests measuring its impact is hard – even impossible. A new article from Fire on the Hill Director, David Clare, explains this is no longer the case, if it ever was.

A suite of tools is available to evaluate the presence of a brand in the Gen AI environment, along with widely understood, industry-wide benchmarks.

With this new toolkit, we can help track where, how, and in what tone your brand appears, exploring which content is influencing results, and the key messages, keywords, and questions involved.

Take a look, here.

Lean on earned media to increase Generative AI visibility

Staying with the Generative Engine Optimisation theme, Fire on the Hill Senior Account Manager, Oli Thorton, looks at the vital role earned media plays when it comes to increasing prominence in Generative AI tools.

The move from SEO to GEO is transforming communications, with brands evaluating how to best represent themselves in the AI-powered search world. Tools such as ChatGPT and Perplexity are reshaping how we discover information, and businesses must ensure content provides authoritative answers.

This is about structuring information for AI, showcasing expertise and building credibility through earned media, because AI assistants prioritise trust, not ads.

To succeed in this new landscape, content must be expert-led, snippet-ready and backed by authoritative third-party mentions.

Learn more.

Fire on the Hill - AI Digest

Elsewhere, it has been another frantic month in global AI development — with all the latest in the Fire on the Hill AI Digest.

In the arts, a new outfit called The Velvet Sundown called into question the authenticity of music on streaming platforms, while The Eternaut raised concerns about Netflix's use of AI.

Meanwhile, US President Trump unveiled an AI Action Plan that hands Big Tech the keys to rapid expansion: fewer safeguards, less red tape and a clear America First agenda.

In the UK, tech leaders are backing public-led innovation — flipping the switch on the powerful new supercomputer Isambard-AI and signing a deal with OpenAI to boost public sector productivity.

Find out more in our monthly column from Account Executive, Frankie Cole, here.

Fire on the Hill - Reputation Digest

Finally, from viral jingles to boardroom fallouts, the past few weeks have shown reputation management doesn’t take the summer off.

Some of the chronically online may now be familiar with Astronomer, a company few had heard of until its CEO and HR chief were caught on a kiss-cam at a Coldplay concert. What followed? Viral drama, resignations, a flurry of damage control posts… and now, Gwyneth Paltrow.

Few could have predicted that storyline just weeks ago.

Elsewhere, ‘Hold My Hand’—the catchy Jess Glynne anthem used by Jet2—has unexpectedly taken off on TikTok, but not for the reasons the brand might have hoped. It’s become the soundtrack to broken-down buses and botched getaways. All publicity is good publicity… right?

Get the latest in our monthly Reputation Digest from our Senior Account Executive, Rosie Ward, here.