The Press Release Isn't Dead. AI Just Gave It Another Purpose.

Why artificial intelligence is creating new opportunities for one of public relations' oldest communications tools.

For years, public relations professionals have debated the value of the traditional press release. Is it still relevant in an era when communications teams prioritize earned media, direct journalist relationships, social media and digital storytelling?

Artificial intelligence is introducing another dimension to that debate.

The press release is no longer simply a tool for communicating news to journalists. It can also help organizations establish a discoverable, authoritative public record that contributes to how their stories are found, understood and potentially represented by AI.

For communications professionals, this creates an opportunity to reconsider how press releases fit into an evolving strategy.

AI Is Changing How People Discover Information

Think about how you search for information today.

Instead of reviewing pages of search results, you might ask ChatGPT or another AI platform to explain an issue, research an organization or identify innovative approaches to a particular challenge.

AI-powered search is changing how information reaches audiences.

Research from Bain & Company found that approximately 80% of consumers rely on AI-generated summaries for at least 40% of their searches.

That shift has significant implications for public relations.

Traditionally, communications professionals have focused on reaching audiences through journalists, media outlets, organizational websites and social media.

Now we must consider another important question: When someone asks an AI platform about our organization, industry or area of expertise, what information will it find?

And perhaps more importantly, will that information accurately represent our work?

The Research: Press Releases Have a Role in AI Visibility

Emerging research suggests that press releases are becoming another potential source of information for AI platforms.

Muck Rack's December 2025 research found that press releases represented approximately 1% of observed AI citations, up from 0.2% in July.

That's a fivefold increase in citation share.

However, the research also reinforces something communications professionals have long understood: earned media remains important.

Meltwater's June 2026 analysis found that earned news media represented 37.6% of the citation domain count in its research, compared with just 0.2% for press releases.

Meanwhile, research published by Stacker in March 2026 found that distributing stories through earned media channels produced a median 239% increase in AI search visibility among the brands and stories studied.

These studies use different methodologies and shouldn't be treated as directly comparable. Nor do they establish that issuing a press release guarantees AI visibility.

But collectively, they point toward an important opportunity.

Organizations benefit from creating credible, accessible information and earning independent coverage that extends the reach of their stories.

The question shouldn't be whether to prioritize press releases or earned media.

It should be how to use both strategically.

Four Reasons Press Releases Still Matter

The value of a press release extends well beyond whether a journalist publishes a story.

1. Establishing an authoritative public record

A press release provides an organization with an opportunity to communicate important information directly.

Original research, measurable results, significant partnerships and organizational milestones deserve an accessible public record.

A well-developed release establishes the facts, provides context and creates a resource that journalists, researchers and other audiences can reference.

2. Supporting search and AI discoverability

Search engine optimization remains important, but communications professionals must also understand generative engine optimization, commonly called GEO.

While SEO focuses on traditional search visibility, GEO addresses how information is discovered and represented in AI-generated responses.

Publishing substantive, accessible information may create additional opportunities for AI platforms to encounter an organization's work.

However, visibility isn't guaranteed. Quality, credibility, relevance and accessibility all matter.

3. Strengthening earned media opportunities

Press releases and earned media should complement each other.

A release establishes the announcement, but personalized pitching, compelling storytelling and journalist relationships can generate the independent coverage that extends its impact.

Rather than distributing a release and hoping for coverage, communications professionals can use it as the foundation for a broader media strategy.

4. Extending the life of organizational news

A meaningful announcement shouldn't disappear after its initial news cycle.

The research, insights and stories behind a release can inform interviews, thought leadership, social media, newsletters and future reporting.

A strategically developed release becomes a resource that supports communications long after its publication date.

From SEO to GEO: The Evolution of Communications

The emergence of generative engine optimization presents an opportunity for public relations professionals.

For years, we've recognized the importance of creating content that search engines can discover.

Now we must consider how AI systems retrieve, interpret and synthesize that information.

That doesn't mean abandoning traditional communications practices.

It means applying established public relations principles to an evolving information environment.

Credibility still matters. Original research still matters. Independent journalism still matters. And meaningful storytelling remains essential.

What changes is how we connect these activities.

Communications teams should increasingly consider whether their most important information is publicly accessible, supported by credible evidence and consistently represented across their communications channels.

They should also begin examining how their organizations appear in AI-generated answers.

Are those answers accurate? Are they citing credible sources? Are they overlooking important information?

These questions create new opportunities for communications professionals to demonstrate the value of an integrated strategy.

More Press Releases Aren't the Answer. Better Strategy Is.

Recognizing the evolving value of press releases doesn't mean every organizational announcement deserves one.

In fact, the opposite may be true.

As information becomes increasingly abundant, meaningful news, credible evidence and original insights become even more valuable.

Consider an organization announcing new research demonstrating measurable results from an innovative approach.

A comprehensive communications strategy might include a press release establishing the findings, targeted media outreach connecting journalists with the research, executive thought leadership exploring its implications and social content introducing the findings to additional audiences.

The organization's website would provide the complete research and supporting evidence.

Each element serves a different purpose.

Together, they create multiple opportunities for audiences to discover and understand the organization's work.

They may also improve the chances that AI platforms encounter credible information about the research.

That's the opportunity.

Not more announcements for the sake of generating content, but more intentional communications designed to make meaningful information accessible.

The Future of PR Is About Being Discoverable and Credible

Public relations has never been exclusively about securing media placements.

At its best, it connects meaningful information with the audiences who need it, builds understanding and establishes trust.

Artificial intelligence isn't changing that purpose. It's changing how we pursue it.

The traditional press release still has a role, but its value must be understood within a broader communications strategy that incorporates earned media, owned content, digital discoverability and credible storytelling.

The future of public relations won't be determined by how many announcements we distribute.

It will depend on whether the information we share is meaningful, credible and discoverable wherever people seek answers.

The press release isn't dead. Its purpose is evolving. And our strategies should evolve with it.

Source:

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