From Newsroom to AI: Why Press Releases Matter More Than Ever

Generative AI tools like ChatGPT are changing how people find information.

Instead of scrolling through pages of search results to find what you need, users now ask AI for answers—and get responses in seconds.

Convenient? Absolutely. But for businesses, it raises a big question: how do you stay visible when AI is doing the searching?

The answer might be simpler than you think. While some marketers are scrambling to figure out how to "outsmart" AI, there’s one tried-and-true tool that’s quietly making its way into the AI era: the humble press release.

That’s right. A well-written press release isn’t just for journalists anymore. In fact, AI platforms are already relying on them as a source of structured, factual information.

Take this example:

No need to scroll through endless results—just clear, structured answers pulled directly from a trusted source.

For businesses, this represents a critical opportunity to stay relevant and credible in an AI-driven world.

Let’s unpack why press releases work so well in this landscape and how you can use them to your advantage.

How AI Search Engines Work

Unlike traditional search engines that rank web pages by keywords, AI-powered search engines process vast amounts of data, identify relevant information, and piece it together to respond directly to your question.

How does that actually work?

AI search engines don’t “crawl” the web in real-time like Google. Instead, they rely on two things:

(1) the information they’ve been trained on (datasets like books, articles, and, yes, press releases)

(2) fresh data from trusted sources (including traditional search engines for more timely queries).

When you ask a question, these tools analyze your query and generate an answer based on

what they’ve learned so far.

And trusted, structured content like press releases is often pulled directly into AI-generated answers because AI tools depend on clear, factual sources to deliver accurate responses.

In fact, in the past few months, I’ve worked on press releases for a few clients, and these are the results:

These examples show how press releases are being directly referenced in AI-generated answers.

So, why do press releases work so well for AI search? Other than the fact that they usually rank very well on SERP, it comes down to a few key factors I’ve noticed when crafting and distributing press releases for clients:

First, press releases follow a predictable format. Every press release I’ve worked on followed the same reliable format: headline, summary, and key details. This structure makes it easy for AI tools to extract important information.

Second, press releases are inherently credible. Distributing press releases through trusted platforms like Yahoo Finance and Business Insider made all the difference. I knew AI tools tend to trust content from established sources, so publishing on these platforms helped the releases stand out.

And then there’s timing. Whether it was a product launch, milestone, or major announcement, I made sure each press release was tied to something current. AI tools prioritize fresh content, so this approach ensured the releases were more likely to surface in real-time queries compared to a general blog post that might feel outdated.

Finally, press releases are fact-driven. I kept every press release factual and straightforward—covering the who, what, when, where, and why. This aligns perfectly with how AI processes data, making the content more likely to be referenced.

Having seen these factors work time and again, I’ve developed a process that ensures every press release I craft meets these criteria and aligns with what AI tools prioritize.

1. Focusing on clear, concise content

AI models thrive on clarity, so I made sure every press release was easy to read, with short paragraphs and direct, factual sentences.

For some releases, I’ve used an AI Press Release Generator to brainstorm or draft the initial structure. While it doesn’t replace the need for personal touches, it’s been a handy way to get started and save time before diving into the finer details.

2. Including relevant keywords

For every press release, I thought about what people might search for—product names, release dates, or industry-specific terms—and naturally wove them into the content. (No keyword stuffing!)

3. Sticking to the solid format

The structure was consistent across all releases:

• Headline: Straightforward and keyword-rich.
• Lead Paragraph: Covered the essentials—who, what, when, where, and why.
• Body: Added key details, features, and benefits.

I also found inspiration from these press release examples, which showcase how to tailor releases for different occasions effectively. (Highly recommend giving them a read.)

4. Distributing through trusted platforms

I relied on MarketersMEDIA Newswire to get the releases onto platforms like Yahoo Finance and Business Insider. These outlets carry weight with both traditional SERP and AI searches, which made the content far more likely to appear in responses.

5. Adding multimedia elements

Whenever it made sense, I included links, visuals, or videos. For example, in this press release, I included images of CYhair Vietnam’s premium human hair wigs to showcase their features and quality.

AI systems tend to favor content enriched with multimedia because it adds valuable context.

6. Updating and recycling key releases

I updated some press releases with new milestones or announcements to ensure they remained current. AI tools prioritize recent data, so keeping the content updated helped maintain its relevance.

The Impact of Press Releases on AI-Driven Business Visibility

By now, it is clear: press releases do much more than share updates—they’re putting your business where people are actively searching for answers.

Here’s what I mean:

1. AI Search = Instant Brand Awareness

When your press release is referenced in an AI-generated answer, your brand gains instant exposure without users having to sift through multiple search results.

Imagine someone asking ChatGPT for the latest developments in renewable energy and seeing your business mentioned as part of the answer. It is a simple, organic way to connect with audiences who are already looking for what you offer.

2. Organic Visibility Without Ads

Press releases give you a cost-effective way to gain visibility in AI-powered searches. Unlike paid ads or traditional SEO on your own website, there is no need to compete for clicks or pay for placements. Instead, they work by being well-structured, credible, and timely.

3. Competitive Advantage

Let’s face it—many businesses have yet to realize how critical AI visibility is becoming. By leveraging press releases strategically, you can stay ahead of competitors who are still focused solely on traditional search engine rankings. AI tools prioritize structured and trustworthy content, and a well-crafted press release delivers exactly that.

4. Building Long-Term Credibility

Consistency is key. Publishing regular press releases positions your business as a reliable source in your industry. Over time, AI tools—and their users—begin to recognize your brand as one that delivers trustworthy and authoritative information. This kind of credibility can make a significant difference, especially in industries where trust drives decisions.

So… why start now?

As more people turn to AI-powered tools like ChatGPT for quick, reliable answers, businesses must adapt. You need to create content that aligns with what these tools prioritize: structured, factual, and trusted information to keep your business visible and relevant.

And press releases, when crafted strategically, can help you achieve that.

So, take a closer look at how you’re using press releases today. Are they doing enough to support your visibility in this AI-driven era? If not, now is the perfect time to rethink your approach and make press releases work harder for your business.

AI is reshaping how information is found—let’s make sure your business is ready to meet the moment.