Press Releases in the Age of AI, Extinct?
As artificial intelligence continues to disrupt entire avenues of marketing, brands are struggling to figure out the new landscape of ranking in AI answers.
This is sometimes referred to as GEO: Generative Engine Optimization.
As if trying to decipher Google’s black box algorithm and SEO wasn’t enough, now there’s another acronym to worry about.
And just like the early days of SEO, companies are trying to understand the role of press releases in the new landscape of ChatGPT or Perplexity queries.
The easiest thing to do, and probably the biggest mistake, would be to default to the early days of SEO and just spam press releases on cheap wire services.
If Google could eventually figure out and penalize cheap “thin” content, you don’t think AI can decide if you’re trying to game the system? Not worth the risk.
The truth, as always, is somewhere in between.
If you think it’s too late, it’s actually still early. A recent survey by Pew Research found that only about a third of US adults have used ChatGPT. BUT that’s double from the year before. The growth is happening quickly, so now is the time to start figuring out your GEO strategy.
Here are some of the advantages of regular writing and distribution of quality press releases in the age of AI:
- 1. Brand voice. Because of the proliferation of AI writing (or AI slop), an authentic and human voice will be more important than ever. Rather than follow the same boring corporate-speak when writing a press release, try and infuse it with your brand voice. This isn’t always possible for drier releases such as corporate earnings or executive hires, but find opportunities to use a press release to tell a story in a compelling way. And if you don’t have a brand voice yet, now’s the time to start creating one.
2. Social signals. AI engines like ChatGPT are looking for signals that demonstrate your brand is important and needs to be mentioned. This is similar to what Google looks for. Mentions in user generated content such as Reddit. Mentions in authoritative sites such as Wikipedia. Mentions in the press. Done right, press releases can help you get more press coverage which is a critical social signal for AI that you need to be taken seriously.
3. Still helps with SEO. Even though AI is getting all the attention, let’s not forget that Google is still the undisputed leader of search. And they aren’t sitting idly by either; whether it’s with their own Gemini AI or “AI Overviews”. The good news is that many of the things you do to help you with GEO will also help with SEO. At the end of the day, both systems are seeking the most important brands to surface in searches.
4. Builds credibility. The biggest hurdle most businesses have to overcome is to convince prospects that their company is legitimate and trustworthy. This is especially true in the age of AI scams. Having a press section with a regular history of press releases every month to two months can reassure them that you’re not a fly-by-night operation. The flip side of that is to avoid having large gaps of time where there are no press releases at all. It may lead people to wonder why nothing was happening for such a long period of time.
5. Still steak and potatoes of PR. Press releases are still the backbone of many PR campaigns. Often when you pitch the media, they’ll ask for an accompanying press release. That doesn’t mean you need a release to get news…far from it. Great pitches and creative content can absolutely turn into stories. But don’t underestimate the power of the press release in the eyes of a reporter.
How often do you want to put out press releases?
As mentioned earlier, you don’t want to spam releases, but you don’t want to have large periods of time with no releases. A frequency of one release every one to two months is a good baseline to build from. That being said, you do not want to write “thin” press releases that aren’t really announcing anything. All you’re doing is training human reporters and AI alike that you’re just spamming content.
Here are some ideas for press releases. It would be a good idea to map out the next six months and allocate what potential story ideas would fit at what month:
a. New product launches or product updates (even new features)
b. New customer wins (reporters actually like to report on this)
c. Partnerships (similar to B)
d. Acquisitions (similar to C)
e. New hires/promotions/org changes (not the most exciting, but good to have on record)
f. Events & shows (ditto)
g. Speaking/public appearances (similar to F)
…and here are 104 other ideas for press release topics.
Don’t forget the other half: wire services to distribute those releases. Here’s a guide we wrote on what wire services are and frequent questions, as well as a comparison of some top wire services.
While a press release is a good start, having a thoughtful media relations strategy paired with a campaign is one of the best ways to generated true earned media. And consistent media coverage is one of the best ways to rank high for everything.
Still have questions? Let’s talk, contact us today.