We say it often: a press release isn’t true PR. Companies often think publishing a string of press releases is equal to a PR strategy. It isn’t. Real PR is about earned media and getting reporters, analysts, and outlets to tell your story with their own credibility and influence.

That said, press releases absolutely have a place. They’re not your whole PR strategy, but they are a smart supporting strategy. When done right, press releases build visibility, provide digital breadcrumbs for your brand – and now, increasingly, feed into AI-driven search/AEO (AI engine optimization). Let’s break it down.

Why Press Releases Still Matter

Credibility & AI Trust

Press releases distributed via reputable wires aren’t just filler content. They’re considered official company announcements. AI systems treat them as verified facts, not marketing fluff. According to PR Newswire, releases are “a reliable source of information that is trusted by LLMs,” meaning your news is more likely to surface in AI-driven search results. Business Wire adds, “When your brand is frequently mentioned in trustworthy news articles, press releases, and industry publications, AI answer engines are more likely to know about you and trust what they know.” 

Regular appearances across credible sources reassure AI models (and human readers) that your company is real, relevant, and authoritative.

Digital Breadcrumbs 

Each press release you publish creates a new footprint online. When prospects, investors, or journalists search your brand, a steady cadence of announcements signals stability and growth. These breadcrumbs build your online profile and reinforce your messaging across multiple channels.

Owned means your website, your blog, your social channels. Unlike earned media, where a reporter shapes the story, a press release is yours to control. Want to get your brand name, product name, or even an emerging category into circulation? A press release gives you that direct control, whereas with earned media they end up sharing their own ideas with the content.

Company Messaging 

A press release is owned media, meaning you have full control over messaging and distribution – vs. earned media, where a reporter shapes the story. That means it’s a perfect place to push out your brand positioning exactly how you’d like to see it. This is especially helpful when launching a new brand or product, or even a new category. A press release gives you direct control over the language you want to share.

What Justifies a Release?

Press releases aren’t just fluff. They should actually announce something, and reinforce brand stability and growth. Ideal content includes:

  • – Company milestones (funding, hires, offices)
  • – Product launches and feature updates
  • – Customer wins and case studies
  • – Data trends and insights
  • – Strategic partnerships

Structure for AI Readability

Press releases follow a tight journalistic structure (the 5 W’s: who, what, when, where, why). This isn’t just for journalists, it’s also search-friendly. PR Newswire notes that, “The lead paragraph should follow the inverted pyramid style and summarize the most important information first. Outlining why this news matters is crucial because LLMs often give more weight to the first 50 words.”

Writing in natural language is also important. “The best way to communicate with an advanced AI is to write with clear, simple language. These models don’t respond well to dense or jargon-filled writing.”

Related Article: How to Get Your Brand Noticed by AI

Where to Publish

Premium vs. Budget Wires

Not all distribution services carry the same weight. Premium wires like PR Newswire and Business Wire syndicate to thousands of high-authority outlets. PR Newswire alone reaches 170+ countries and over 9,000 digital media sites (Cision). 

By contrast, low-cost services such as PRWeb often distribute only to a handful of low-authority pages, with little to no newsroom integration. According to Prezly.com, “PRWeb isn’t perfect for everyone. Its reach isn’t as wide as some of the bigger players. The lower price means you also get fewer targeting options and less detailed analytics, so it can be harder to know exactly how well your press release is doing.”

This is why we advise choosing premium wires because they provide both reach and credibility, which are exactly the signals AI tools rely on. Some even offer lower cost options; for example, we’re big fans of PR Newswire’s Webmax feature, which is an online-only distribution that still generates strong visibility.

Owned & Earned Channels 

Owned means your website, your blog, your social media. As a piece of owned media, a press release is the perfect piece of content to promote across your own channels, where they can be posted verbatim to reinforce your milestone and its messaging.

But how about earned channels? Here’s where it gets a bit tricky. Remember when we mentioned that simply publishing a press release isn’t PR? The fact is, not every press release is worthy of an earned story. Consider whether your announcement has broader news value, and can tie in with a relevant angle or emerging trend. If it does…it still shouldn’t be sent as is. When working with a journalist, a press release can be a useful tool to provide more information, but only as a supplement to a personalized, timely story pitch. 

When to Publish

A press release strategy works best with a regular cadence:

  • Monthly: If your company has frequent milestones.
  • Bi-Monthly or Quarterly: For brands with slower cycles.

Consistency is the key. It reinforces that your company is moving forward, and contributes to long-term brand discoverability.

Closing the Loop: How Press Releases Support PR

Press releases are not a solo PR strategy, but they can be an important piece of a larger one. They don’t replace earned media, but they do complement it:

  • They create consistent visibility.
  • They reinforce brand messaging. 
  • They feed AI with credible, structured facts.
  • They build a foundation of stability and authority.

Think of them as part of your PR toolkit, not the whole plan. A strong PR program hinges on earned media for coverage from reporters and outlets that readers and AI alike see as credible. But a steady flow of press releases adds depth, stability, and searchable proof points that support the bigger picture.

Want a year-long press release strategy built for AI visibility and PR credibility? Schedule a call to learn how we can deliver a full year of announcements for one flat fee.