AI Search and Press Releases: Strategies to Improve Discoverability Now

Press Releases and AI Search: What PR Pros Need to Know Now

AI-powered search is reshaping discovery. Clear, structured, trusted press releases now punch above their weight in results and overviews. If you work in PR or comms, this is the moment to fine-tune how you plan, write and distribute your news.

On 16 September, Notified and the Chartered Institute of Public Relations (CIPR) are hosting a live session that breaks down exactly how press releases influence AI search-and how to optimise yours for visibility and impact.

Webinar: Rethinking Press Releases for the Age of AI

• When: Tuesday, 16 September 2025, 13:00-13:45 GMT
• Where: Zoom (access link shared 24 hours before the event)
• Registration: Link provided by the organisers

What you'll learn

• Smart keyword and content strategies to improve discoverability
• How to use AI tools to boost media outreach and engagement
• The key distribution channels that maximise reach and results

Why this matters for PR

Search is shifting to summarisation and entity-based results. Systems favour content that is precise, scannable and backed by reputable sources. Press releases that follow structured best practices are more likely to surface in AI summaries and search results, supporting both AEO and SEO.

Speakers

• Ella Darlington - Head of Communications & Marketing, Creative Access (Chair). Leads comms for a social enterprise focused on diversity and inclusion across the creative industries, with experience spanning Disney and P&G.
• Philip Hodge - Sales Engineer, Notified. Helps PR teams make releases more visible, streamline workflows and use data to improve outcomes in AI-driven search.
• Paul Stollery - Co-Founder & Creative Director, Hard Numbers. Builds content-first campaigns with measurable outcomes and has led award-winning PR initiatives.

How to optimise your next release for AI search

• Lead with the answer: Nail the headline and first 2-3 sentences. State the news, who it affects and why it matters. Use plain language and specific numbers.
• Map entities and keywords: Include company names, product names, people, locations, dates and industry terms. Use consistent names and avoid jargon that confuses models.
• Structure for scanning: Short paragraphs, descriptive subheads, and bullet points. Add a clear boilerplate and contact section.
• Add evidence: Include data points, quotes with attribution, and links to source material where appropriate. Credibility signals help models trust and surface your content.
• Use structured data where possible: Mark up organisation details, events and articles to aid machine parsing. See Google's guidance on structured data here.
• Distribution still matters: Use trusted newswire and publisher channels to increase authority, consistency and coverage.
• Repurpose smartly: Publish on your newsroom, adapt for LinkedIn and email pitches, and maintain message consistency across formats.
• Measure and iterate: Track impressions, referral sources, entity recognition, and pickup quality. Refine headlines and intros based on performance.

Event details at a glance

• WHAT: Webinar - Rethinking Press Releases for the Age of AI
• WHEN: Tuesday, 16 September 2025, 13:00-13:45 GMT
• WHERE: Zoom (access link shared 24 hours before event)
• WHO: Ella Darlington (Chair), Philip Hodge, Paul Stollery

About Notified

Notified is the only technology partner focused on both investor relations and public relations. Its integrated PR and IR platforms streamline press release distribution, media targeting, measurement, IR websites, investor days, earnings releases and regulatory filings. GlobeNewswire, part of Notified, is one of the largest and most trusted newswire distribution networks, serving leading organisations for over 30 years. Notified is an affiliate of Equiniti Group Limited (EQ).

Media contact

Caroline Smith - Caroline.smith@icrinc.com

A photo accompanying this announcement is available here.

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