They say we’re “easing back into things” in September. For brand visibility, this is a missed opportunity: visibility is no longer built solely through the press, but also through GEO (Generative Engine Optimization)—the optimization of a brand’s presence in the responses of generative AI systems like ChatGPT, Perplexity, or Gemini—just as SEO has been for traditional search engines.
September isn’t a month of transition; it’s the month to prepare for the final quarter. Here are five habits to start practicing right now.
1. Newsrooms are reshuffling the deck
The editorial staff shake-up picks up speed as the school year begins: new hires, departures, and new editorial directions. An effective media relations strategy in September starts with an up-to-date overview of key journalists and their new priorities—before things get hectic.
2. Less clutter, more space
Furthermore, companies are getting back on track but are not yet operating at full capacity: media and competitive calendars are not yet saturated. The first half of September offers a window of reduced editorial competition, making it particularly conducive to the emergence of new topics.
3. We plant in September and harvest in Q4
Pre-briefs, embargoes, exclusives: What happens in September sets the stage for October, November, and December. The communication results for the last quarter depend directly on the actions taken in advance—not on those taken once the quarter has begun.
4. Substantive issues are back in the spotlight
After the summer, newsrooms return to their long-form content: analyses, in-depth reports, and feature stories. This expert content—well-sourced and well-reasoned—also has a longer lifespan in the responses of generative AI than content related to breaking news, because it provides a comprehensive answer to a question rather than focusing on a single, isolated event.
5. Year-end portfolio rebalancing begins
On the corporate side, September also marks a resurgence in decision-making and budgeting. Visibility established right from the start of the school year—through press relations and the in-depth content mentioned above—directly influences year-end decisions: a brand that’s off the radar in September starts out at a disadvantage that’s difficult to make up for by December.
In summary
September isn’t the month to get back on track—it’s the month to get a head start: on your writing, on the competition, and on what AI will remember about you in Q4.
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