If you’ve been on LinkedIn lately, you’ve probably seen some hot takes: Press releases are broken. The old format is dead. GEO changes everything. The sky is falling!
AI is indeed changing the game. But this sky-is-falling narrative is a bit heavy on the drama.
Generative search has changed how information is interpreted and indexed. AI “reads” in a different way than people. Authority and headlines matter more. Consistency and credibility across all content sources are now more important than ever. Press releases are just evolving.
Press releases should certainly be written with GEO and AI readability in mind. But we aren’t in the “doom and gloom” crowd because the core purpose of a release in the AI era remains the same:
- Entity Recognition: Releases drive mentions of your brand across trusted publications that signal to AI that your company is credible and established in its field.
- Contextual Authority: Press releases showcase your experts, achievements and focus areas, helping AI associate your brand with specific topics.
- Zero-Click Visibility: Consistent media coverage backed by strong releases builds AI’s confidence in your brand, increasing the likelihood your company appears in answers, even without direct links.
Doing that well, while also including all the LLM-driven best practices, requires a partner who can tell you the sky isn’t falling but will help you fly under new conditions.
Staying Ahead in a GEO World
Press releases are more than announcements. They can serve to signal credibility across channels. To perform well in a GEO-driven landscape, a release needs to combine clear storytelling, structured data and verifiable facts.
The key is striking the right balance. You need a GEO-optimized release for AI readability that also is understandable for journalists and readers. It’s essential to offer accurate, well-structured and transparent content so you build trust and ensure your story appears and is interpreted correctly across various platforms, not just media outlets.
Best practices include:
- Adding bullet points to highlight key messages and capabilities
- Using straightforward, fact-based language that mirrors how LLMs typically respond, helping reduce hallucinations
- Writing for human readers, not just algorithms
- Incorporating quotes that reinforce core messages
- Maintaining consistent naming conventions, references and profiles across the release and related assets
- Publishing the release on your company site with internal links to relevant pages
- Including links to authoritative external sources when appropriate
- Applying appropriate schema on your own site to improve AI-driven search visibility and understanding
When press releases include the right details and are well-structured and well-written, they signal authority and ensure your story is discoverable by AI and traditional search engines. Our team aligns your news with executive thought leadership and can employ social amplification to empower you to reach an even wider audience. Experts at this integrated approach, Bospar understands everything that is required to make your story resonate with humans and AI.
Partnering with Wire Services for Maximum Impact
We design press releases with visibility, credibility and AI-readiness in mind from the start. To extend that work, we collaborate closely with wire services like Business Wire and PR Newswire, platforms that have spent decades optimizing how news is structured, indexed and surfaced. Their built-in technical capabilities complement our strategy and help ensure releases are interpreted accurately by both AI and traditional search engines.
Business Wire:
- Automatic Schema and Metadata: Each release is wrapped in structured data with relevant keywords and industry codes, helping search engines and AI quickly understand your announcement.
- Canonical and Duplicate Controls: Canonical links and syndicated tagging ensure search engines know which version is primary, protecting your SEO and building long-term credibility.
PR Newswire:
- Automated SEO Signals: PR Newswire embeds meta descriptions, headline tags and keyword-rich elements that help search engines and AI index your release faster and more accurately.
- Geotagging and Location Context: Releases can include precise geographic tags, helping GEO understand where your announcement is relevant and improving local and global discoverability.
- Integrated Asset Hosting: PR Newswire hosts downloadable assets like charts, PDFs and multimedia files, providing additional context that AI and search engines can use to enhance understanding and search relevance.
Press Releases Are More Essential Than Ever
The sky isn’t falling. But in a world in which both consumers and businesses are increasingly reliant on AI tools like ChatGPT to identify and select their suppliers, press releases, public relations campaigns and the media coverage that stems from them matter more than ever.
Press releases continue to be a cornerstone of effective PR, reaching journalists, analysts, decision-makers and AI to improve brand awareness and shape public perception.
