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Press Releases are no longer just for journalists
AI tools are increasingly using press releases to generate search responses, making structured, accessible content more important than ever
AI is rapidly becoming a primary search tool, with up to 73 percent of B2B buyers incorporating it into their research process.
As AI-generated answers increasingly appear within search results, often removing the need to click through to websites, visibility is no longer defined by rankings alone, but by whether your content is selected and surfaced in those responses.
Press releases are often cited by AI because of their clear structure, consistent formatting, and reliable data points.
This means the role of the press release is evolving. It is no longer just a tool for journalists, but a key input into how AI systems interpret and present information to key decision makers.
As a result, having a clear, accessible news section on your website, alongside an active and consistent social media presence, is becoming increasingly important.
Press releases are not just convenient sources for AI; they are structured in a way that makes them easy to process, interpret, and reuse at scale.
This does not mean we should change how the press release is written; the audience is still the media, but it should change how we make these press releases accessible.
AI will absorb the maximum amount of information it can in the shortest length of time. It is not going to trawl through a PDF if there is an easily available website full of news it can use. If there is an active LinkedIn presence, it will use those pages to gather information about your company.
Similarly to SEO, you want your company to appear in AI-generated responses favourably, so having accessible, well-written press releases is a factor, giving the PR professional another layer of significance.
The press release remains important to gain media coverage and communicate news, but now they also play a role in improving visibility within AI tools.
Thinking critically about how the tools we use gather information helps us use them to our advantage. And as PR aims to improve a company’s image or standing, this is an important factor to consider.
So, whilst press releases are still important pieces of output for human consumption, this is no longer their sole purpose, and this should be considered when distributing the content.
In the meantime, ask whichever AI tool you use about your company and see what it says. If it’s not what you want, maybe it’s time to contact a PR agency that can help communicate your story, for both traditional media and AI.
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