Press Releases With Substance: Building AI-Ready Narratives

Press releases remain a staple of digital PR, but in the age of generative AI their role has evolved. Today, they are not only announcements for journalists — they are also part of the content ecosystem that AI models scan when forming answers.

Why press releases matter for AI visibility

• Direct entry into the record. Press releases distributed through wire services or published in online newsrooms are indexed by search engines and can be accessed by AI systems.

• Fact-rich content. AI platforms look for statistics, product details, and quotes that can help answer user queries. Releases with substance are more likely to be reused or cited.

• Amplification effect. Journalists often lift information directly from press releases, meaning a strong release can seed multiple secondary mentions across outlets that AI will later recognise.

Best practices for brands

• Go beyond the headline. Include useful context such as market data, performance benchmarks, or unique customer insights.

• Add quotes that are informative rather than generic. They may be repeated in coverage and therefore in AI outputs.

• Ensure releases are hosted on your site and distributed via reputable wire services to maximise discoverability.

Key takeaway

Press releases in the generative AI era should be treated as content assets, not just announcements. When crafted with data and insight, they strengthen both traditional PR outcomes and your visibility within AI-driven answers. You can read more about AI-Ready narratives tied to PR here.

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team.