In the World of AI, the News Release is an OG Influencer

How and where we search for information is undergoing a frantic transformation. Internet users across the globe are sidestepping Google searches in favor of asking AI chatbots like Gemini, Copilot and ChatGPT for help. Unlike traditional searches, which require users to review a variety of links, AI enables zero-click searches.

This new way of searching is so popular that research from Bain shows 80% of consumers rely on zero-click results at least 40% of the time, a number that is constantly growing. As chatbots and AI-powered search tools reshape how people discover and consume information, some communicators have asked: Are traditional news releases still relevant? The short answer is yes (just ask ChatGPT).

Because search is evolving, generative engine optimization (GEO) is changing how organizations think about visibility. In the age of GenAI search, search engine optimization (SEO) is just the starting point. While classic SEO ensures you rank high on Google, GEO ensures your message is accurately surfaced and represented by generative engine systems. At the core of GEO lies renewed attention for the simple, structured, authoritative news release.

The “death of the news release” has long been predicted. Public relations and communications leaders are familiar with the usual complaints…they serve no purpose, they’re too long, they lack relevant news and are too promotional. But any long-term PR practitioner can tell you that the news release never truly dies; it just evolves. And in fact, they might be more critical than ever before.

So why is the age-old news release still an essential tactic in the age of AI? Cue GEO. Boosting your GEO presence requires strong owned media channels such as social platforms, earned media coverage and company websites.

Because large language models (LLMs) tend to trust content on a brand’s website a lot more once a reputable third party has written something similar, having an earned media strategy is a crucial part of GEO success.

What are Best Practices for a GEO-friendly News Release?  

• Lead with clarity: Make the announcement’s first paragraph a crisp, succinct summary. AI tools often quote this directly.
• Use consistent naming: Always include the complete company name, ticker symbol (if applicable), and product titles.
• Provide specific data points: Numbers, names and dates all increase the chance that AI engines will consider a news release authoritative.
• Structure with headings: Clearly define sections (overview, quotes, product details, background, etc.) to help journalists and generative engines parse the story.
• Publish on owned channels: Ensure the news release is shared on the company’s website newsroom with clean URLs and metadata.
• Link to reputable sources: AI engines give more weight to verifiable citations. Including links boosts brand credibility.
• Use concrete language: Be as specific as possible about details in the release. If it’s vague, AI may incorrectly “fill in gaps.”

Additional Recommendations for a GEO-friendly News Release:

• Lean into frequent mentions: Generative engines favor fresh, high-volume content. If the announcement is significant, reinforce it with company blogs, thought leadership articles, and FAQs.
• Share the news: Wire services (PR Newswire, Business Wire, GlobeNewswire, etc.) syndicate news releases across hundreds of media outlets, industry portals and databases. That wide footprint increases the chances that generative engines will crawl and index the announcement in multiple places.

What to Avoid in a GEO News Release:

• Burying the lead: Generative engines may never “read” down to paragraph five. Keep key facts and messaging up front.
• Speaking in jargon: Write in conversational language that matches how people ask questions when using AI chatbots.
• Skipping citations: Link to supporting research, product pages or financial filings when possible.

GEO doesn’t replace the need for news releases; it reinforces it. Your organization’s news release is no longer just a tool for journalists. It’s a foundational piece of content that ensures AI-powered discovery platforms accurately capture your brand’s story.

For communicators, the challenge is crafting news releases that work for human readers and machine summarizers. Do that well, and your news release will remain one of the most powerful tools in your communications toolkit.

A successful communications program goes far beyond simply issuing news releases. Real impact comes from creating a holistic strategy that engages audiences across multiple channels, builds meaningful relationships, and consistently reinforces an organization’s story. This approach includes proactive planning, listening to stakeholders, leveraging digital platforms, and measuring outcomes to continuously refine the program. In short, it’s about fostering genuine connections and delivering value, not just broadcasting information.

Want to learn more about GEO? Connect with us.