57% of Comms Pros Use AI to Craft Press Releases: Inside PR Newswire's 2025 Global Report
Press releases aren't fading. They're getting smarter. PR Newswire's 2025 Global State of the Press Release Report shows how AI, multimedia, and smarter distribution are resetting how teams publish and get discovered.
The report pulls from a survey of nearly 1,000 communications professionals across North America, EMEIA, and APAC, plus analysis of 300,000+ releases over the past year. Here's what matters and how to act on it.
Key findings
- 57% of communications professionals now use generative AI for parts of their press releases.
- 9 in 10 companies always or sometimes include multimedia in releases.
- 93% of communicators in the US and 91% in EMEIA expect to send the same or more releases next year.
- 91% reuse press release content across other channels, with social media as the top repurposing channel.
- 57% say press releases increased visibility for their brand or products.
Why this matters
Press releases remain a credible, timestamped source that AI systems can reference. As newsrooms consolidate and AI-driven search changes discovery, distribution alone isn't enough. You need Multichannel Amplification™ and a new mindset: GEO-Generative Engine Optimization.
GEO means structuring releases so they're easy for AI systems and aggregators to interpret, summarize, and cite-without losing the story or the signal.
A practical playbook for PR teams
1) Optimize for GEO
- Lead with a clear, factual headline that names the entity and the claim (who did what, by how much, where).
- Front-load key data points (percentages, dates, geos, sample sizes). Make the first 2-3 sentences self-contained.
- Add a short "What's new, why it matters, what's next" section to guide summaries.
- Use scannable structure: subheads, bullets, and a brief FAQ (2-3 Q&As) that address likely queries.
- Link to primary sources, datasets, and product or newsroom pages. Keep URLs stable.
- Publish exact timestamps, company boilerplate, and media contact to strengthen credibility signals.
2) Make multimedia the default
- Include at least one strong visual (image, graphic, short video). Use descriptive filenames, captions, and alt text.
- Provide video transcripts and image credits. Add a social-ready thumbnail for easy reuse.
- Show the proof: charts that visualize results, product imagery, or short demo clips.
3) Repurpose with intent
- Convert the release into a LinkedIn thread, a short video script, a blog post, and an email snippet. Keep the core stat and takeaway consistent.
- Attach UTMs to every link variant. Update the newsroom page with all assets in one place.
- Enable your team: give sales and executives a 3-5 sentence summary and a visual to share.
4) Distribute and amplify
- Pair wire distribution with direct outreach to a focused media list and relevant newsletters.
- Run lightweight paid support on the most important social networks for your audience.
- Use employee advocacy and partner channels the day the release goes live.
Measurement that ties to outcomes
- Quality of coverage and link placement (do key outlets link to your primary page?).
- Branded search lift, direct traffic to the newsroom, and assisted conversions.
- Share of voice for your priority topics versus competitors.
- Audience engagement on repurposed formats (completion rates, saves, reshares).
What's changing in PR workflows
AI is now part of the writing stack for more than half of teams. Use it for outlines, message testing, and tightening copy-then layer in human judgment for accuracy, tone, and legal review. Keep a documented style guide and an approval path to prevent drift.
PR organizations are also shifting from classic SEO to GEO. In practice, that means clearer claims, source-backed data, structured content, and consistent publishing hygiene. The goal: make your release the reference others cite.
Report scope and method
Findings are based on nearly 1,000 communications professionals across North America, EMEIA, and APAC, plus analysis of 300,000+ press releases distributed via PR Newswire over a 12-month period. The report tracks format adoption, volume trends, repurposing habits, and perceived brand impact.
Helpful resources
- Google Search Central: Structured data guidelines for clearer entity and claim signals.
- Complete AI Training: Courses by job for PR and marketing teams building AI-assisted workflows.
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