You’ve probably heard about Google’s new AI mode on its search feature, announced this past Tuesday. This is Google’s attempt to outperform startup AI companies that might threaten their market dominance. To keep up, even Google must adapt. AI needs to pull sources from somewhere, and it’s our job as PR professionals to ensure that it’s pulling the right information from reputable sources.
In the ever-evolving landscape of public relations, where social media trends rise and fall in a matter of hours and influencers can shift public opinion with a single post, it’s easy to dismiss traditional tactics like the news release. However, not only do news releases remain a cornerstone of strategic PR, they are more relevant than ever, particularly in an era when AI is rapidly reshaping how news is discovered, aggregated and consumed.
-
AI Needs Structured, Reliable Information
AI models, search engines and content aggregation tools thrive on structured data, and news releases are inherently structured. Unlike a blog post or an informal post on X, a news release follows a standardized format that clearly outlines the who, what, when, where, why and how of a story. This predictability makes the content more easily optimized for AI parsing and digital visibility, increasing the chances that it will be indexed, quoted or even repurposed in digital media outputs.
-
Authority and Credibility Still Matter
In a digital world saturated with content, credibility is currency. News releases, particularly when issued through trusted distribution services or hosted on official company websites, carry an automatic authority. As media literacy becomes more critical, AI models are placing greater weight on traceable, fact-based content and well-crafted releases fit that bill perfectly.
-
They Feed the Entire Content Ecosystem
Think of a news release as a keystone content asset. From a single, well-written release, brands can create:
- Media pitches
- Social media posts
- Blog articles
- Email newsletters
- Investor communications
And now, they also feed AI summaries and data crawlers that power search results and digital assistants. Whether your release announces a product, a partnership, or an executive change, it creates a digital footprint that machines (and humans) can find and trust.
-
Journalists Still Rely on Them, Especially in Niche Verticals
Despite shrinking newsrooms and tighter deadlines, journalists still value news releases, especially in B2B, healthcare, tech, government and other specialized sectors. Releases not only provide accurate quotes and facts but also spark story ideas and give writers the confidence that the information is vetted.
AI tools that assist journalists, like automated writing software or fact-checking bots, often cross-reference against releases for validation. If your story isn’t in the release ecosystem, it’s missing from the digital scaffolding of modern journalism.
-
SEO and Discoverability Are Enhanced
News releases help with discoverability. Not just through news wires, but also through organic search. A properly optimized release (with relevant keywords, metadata, and backlinks) can drive traffic to your website, enhance your search rankings, and provide lasting value long after the initial distribution.
As AI becomes more integrated with search (e.g., Google’s Search Generative Experience), having your brand mentioned in structured, authoritative documents like news releases increases the chances your company will appear in AI-generated answers.
Don’t Underestimate Their Power
In a world fascinated with innovation, the news release might seem like a relic of the past. But its clarity, authority and adaptability make it not just relevant, but indispensable, especially now that AI is shaping the way information is collected and shared.
For communications professionals, the message is clear: don’t ditch the news release. Modernize it. Optimize it. Distribute it wisely. Because if you don’t, your brand’s message might be absent from AI-influenced narratives entirely – why take the risk?
