Artificial intelligence (AI) is reshaping how press releases are discovered and used with Generative Engine Optimisation (GEO) as the driving force.
While Search Engine Optimisation (SEO) remains essential for visibility on established platforms like Google and Bing, GEO helps content surface on AI-driven channels like ChatGPT, DeepSeek, Grok and Qwen.
As AI-driven searches become more popular, GEO and SEO are converging to help organisations achieve maximum digital visibility across channels.
This has implications for public relations and communications professionals as they plan their press release strategy – they have to ensure that the releases are clear, authoritative, and structured such that AI can easily interpret and present the information to users.
Here’s a guide to press release optimisation for the AI era:
1. Structural Optimisation
Structural elements play a critical role in ensuring AI-friendly press releases. Incorporate schema markup to help search engines understand your content. Aim for concise headlines and clear factual information. Introductory paragraphs should address essential questions (who, what, where, when, why, how) in an extractable format. Where possible, include measurable data points, which increase the likelihood that generative engines will refer to the release in response to user queries.
2. Trustworthy Distribution Channel
AI systems prioritise content from trusted and authoritative sources. To enhance credibility, distribute press releases through professional services like Media OutReach Newswire that secure placements on reputable media platforms. Comprehensive distribution networks provide the digital footprint that AI systems need to recognise and cite content.
3. Query-Based Construction
AI systems like ChatGPT, DeepSeek, Grok and Qwen often respond to conversational prompts so structure the release to answer expected questions. Write in a conversational tone that reflects natural speech. This can help improve the chances that your content will be picked up by AI systems.
4. Information Consistency
Maintain consistent messaging across all communication channels. Whether it is organisational data, executive quotes, or branding, uniformity ensures credibility within AI frameworks. Discrepancies between platforms can undermine trust and reduce the likelihood of a press release being surfaced by AI systems.
5. Distribution Frequency
Be consistent with press release distribution to strengthen the organisation’s digital footprint. Well-structured, regular announcements increase the probability of recognition by AI systems, which evaluate patterns of activity over time. Even minor developments warrant professional distribution as every press release contributes to the broader network of information accessed by generative AI.
