Fifty-seven percent of companies now use generative AI to create at least some parts of their press releases, according to PR Newswire's 2025 Global State of the Press Release Report. The survey of nearly 1,000 communications professionals across North America, EMEIA, and APAC, combined with an analysis of more than 300,000 press releases distributed over 12 months, shows that AI has moved from experiment to standard practice in the PR workflow.
The report challenges the long-held assumption that press releases would fade as brands shifted toward social media and owned content. Instead, it finds the format gaining importance as AI-powered search changes how information is discovered, indexed, and surfaced. Press releases serve as official, timestamped records that large language models can reference when generating responses, making them more valuable to search visibility than many predicted.
AI is now a mainstream drafting tool
The 57% adoption figure spans companies of varying sizes and regions. PR Newswire's data shows that generative AI assists with drafting, editing, and repurposing release content, though the report emphasizes that communications professionals still guide messaging accuracy, brand consistency, and credibility. AI accelerates the writing process; humans provide the judgment.
This shift reflects a broader change in how communications teams operate. Rather than replacing the press release format, AI is making it faster to produce and easier to adapt for different channels. The report suggests that teams using AI can redirect time toward strategy, storytelling, and relationship-building with journalists and stakeholders.
Multimedia has become standard, not optional
Nine out of ten companies now include multimedia in their releases, the report found. Images, videos, infographics, and other visual assets are no longer add-ons. They increase engagement and give stories more utility across digital channels. The report also notes that 91% of communications professionals repurpose press release content across other marketing channels, with social media as the most common destination. This makes the press release a content hub - a single announcement that feeds social posts, blogs, newsletters, videos, and executive thought leadership.
Distribution volume is holding steady or growing. Ninety-three percent of US communicators and 91% of those in EMEIA expect to send the same number or more press releases over the next year. The format isn't shrinking; it's being asked to do more.
Search is changing, and press releases are adapting
The report points to an emerging shift from traditional SEO toward Generative Engine Optimization (GEO), where discoverability depends on whether AI systems recognize and cite trustworthy content. Press releases, with their structured format and official timestamps, fit this requirement well. PR Newswire said this change is driving demand for broader distribution strategies that combine press release distribution with multichannel amplification.
Fifty-seven percent of respondents said press releases directly increased visibility for their brands or products. As AI-powered search experiences become more common, the report argues that authoritative, time-stamped content will matter more, not less.
For communications teams, this means press releases need to be planned with both traditional search and AI discoverability in mind. Accurate, timely, and well-structured information gives AI systems something they can confidently reference. The report frames this as a shift in how teams think about distribution: not just reaching journalists, but ensuring content is surfaced wherever audiences ask questions.
Why this matters for PR and communications professionals
The 2025 data makes one point clear: the press release is not being replaced - it's being repurposed, amplified, and optimized for a search environment that increasingly runs on AI. Professionals who treat press releases as single-use announcements miss the chance to feed multiple channels and improve discoverability. Those who combine AI-assisted drafting with a clear distribution strategy can produce more content, maintain consistency, and increase the odds that their message reaches both human readers and AI-powered search tools.
Building these skills requires more than just adopting a new tool. Teams need to understand how AI-generated content interacts with search algorithms, how to structure information for machine readability, and how to maintain editorial standards while moving faster. For PR specialists and media relations professionals looking to build these capabilities, structured training can help bridge the gap between traditional communications practice and the technical demands of AI-era content distribution. AI Learning Path for Public Relations Specialists and AI Learning Path for Media Relations Specialists offer focused curricula on integrating AI into PR workflows and media outreach.
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