Press Releases: Relic or Revived?

By: Sierra Dean, Director of Strategic Initiatives, ADELE

The condensation beads pooled into the third cold brew coffee stain on top of my research. The motion-sensored office lights long forgot my presence, leaving the room dark and full of anticipation.

Finally, the Chief of Staff responded, “Approved. Good to go.” In my early twenties, this night reflected any given weekday, and often the weekends, working in state and federal government to deliver legislative briefings, communications proposals, editorial calendars, and of course, press releases.

Although my caffeine consumption remains the same, the communications landscape is vastly different, and communicators and consumers alike feel the ever-debated infiltration of artificial intelligence (AI) into our daily lives and work product. To some, it’s an exciting tool designed to maximize efficiency and refocus efforts on high-level tasks. To others, it’s an affront to creativity, the thief of labor, and a brain-rot fertilizer. Regardless of your stance, we, as professionals in marketing and communications, must acknowledge its presence. 

In fact, Graphite’s May 2026 research found that 50% of articles published on the internet are AI-generated. If we factor in the number of AI-generated images and videos, the staggering AI presence makes you reach for a third cup of coffee. Our job as professionals must focus on helping our clients navigate this landscape with an inspired determination to leverage it. And it’s good to know that a key tool used by communicators since 1906, the press release, resurges in value in this new era.

In the Age of AI, Press Releases Still Matter

With the emergence of AI-powered search and discovery, press releases and the credibility they create continue to influence public understanding. This tool remains a strong channel for information distribution, especially when the audience includes large-language models (LLM).  LLMs used by Gemini, ChatGPT, Claude, and Grok may utilize variants of a two-pronged approach to generate search results for consumers. The first phase focuses on pre- and post-training, in which the data network replicates human language. From memory, algorithms, and user input, the model develops a conversational style. For instance, when I type in " What is “PESO”, ChatGPT uses the training phase to deliver “Paid, Earned, Shared, and Owned” rather than “ a currency utilized by Central and South American governments.” During the training phase, the LLM applied context from previous discussions to produce results tailored to my digital behavior. 

The second phase is Retrieval-Augmented Generation (RAG). Through complex data indexing and real-time retrieval, the LLM combs through the internet for popular and authoritative content. These AI systems rely on a broad ecosystem of authoritative, consistent, and credible information. While their underlying technologies differ, they tend to place greater confidence in facts that appear across multiple trusted sources rather than in isolated claims.

AI builds a result based on the common thread across varied platforms and media types, seeking authority, credibility, and consistency. As an owned medium, press releases allow organizations to directly input information to readers, human or AI. 

This is where the modern press release has taken on new importance.A well-written press release no longer serves as a simple announcement for journalists. It becomes the original source of truth that can be cited, referenced, syndicated, and reinforced through news coverage, organizational websites, industry publications, and social media. As those messages spread consistently across trusted channels, they strengthen your organization's digital authority, for both consumers and AI.

In other words, press releases don't just generate headlines anymore. They help shape how artificial intelligence understands, summarizes, and presents your organization to the world.

How to Use Press Releases to Capitalize on AI's Stronghold

Organizations should no longer think of press releases as one-time announcements issued only when major news occurs. Instead, each press release should be developed as a strategic content asset that supports a broader brand architecture, reinforces key messages, and contributes to a consistent digital presence.

By developing an editorial calendar of newsworthy announcements throughout the year, organizations create a growing library of authoritative, structured content eligible for discovery by journalists, search engines, and AI-powered platforms alike. Each release reinforces your organization's expertise, mission, products, and services while strengthening the consistency of information available across the digital ecosystem.

This strategy produces measurable results. In a May 2026 case study, Notified highlighted how The Bulleit Group incorporated AI-optimized press releases into its communications strategy to improve visibility across AI platforms and search. Rather than treating press releases as simple announcements, the firm used them as structured, authoritative content designed to increase discoverability and support broader business goals. During the evaluation period, the firm reported a 15–20% increase in website traffic, higher LinkedIn engagement, and new clients who indicated they discovered the company through AI tools. While a single case study does not prove that press releases alone generated these outcomes, it demonstrates how organizations that treat press releases as strategic digital assets can improve visibility across both traditional media and emerging AI-driven search.

To maximize discoverability, organizations should write press releases in formats optimized for both human readers and machine interpretation. Frameworks such as Notified's SOAR Content Framework™ provide structured approaches that make information easier to understand, index, and retrieve, helping ensure your organization's message is accurately represented wherever audiences search for information.

• S - Structure: Releases should be highly scannable, using clear headings, bullet points, and easily readable formats rather than long blocks of unbroken text.

• O - Originality: Content must contain unique value, such as first-party data, original quotes with designated roles, or specific customer and partner names.

• A - Authority: Releases should establish credibility by citing real metrics and verifiable facts that an AI can trust.

• R - Recency: The information must be fresh and up to date, proving to the search engine that it reflects current events.

Following a four-core process, the SOAR method organizes press releases into AI-consumable information, without neglecting the primary audience–people. Yes, I know using the em dash signals AI-written content. I promise, I just like the drama of strong punctuation. We were using em dashes before they were popular.

The SOAR framework transforms the press release from a traditional media announcement into a strategic, AI-optimized communications asset that enhances brand visibility, reinforces marketing and communications efforts, and creates measurable business value.

The Future of Public Relations Is AI-Aware Press releases have never been the entirety of public relations. They are one of many tools communications professionals use to build credibility, manage reputation, engage stakeholders, and shape public perception. Effective public relations also includes media relations, executive thought leadership, crisis communications, community engagement, digital content, social media, speaking opportunities, strategic partnerships, and countless other tactics that shape how an organization is perceived.

Artificial intelligence is transforming every aspect of that work.

Today, AI changes not only how organizations communicate, but also how audiences discover, consume, and evaluate information. Increasingly, stakeholders turn to AI-powered platforms to research companies, compare products and services, identify experts, and summarize news before ever visiting a website or speaking with a representative.

This shift requires organizations to rethink how they approach public relations. Within that broader strategy, the press release has taken on renewed importance. It provides a trusted source of information that supports media coverage, strengthens digital discoverability, reinforces key messaging, and contributes to the broader information ecosystem AI uses to understand organizations.

Organizations that embrace this evolution will be better positioned to shape their reputation, increase visibility, and influence how they are understood by both traditional audiences and AI-powered platforms. 

At ADELE, we help organizations navigate this evolving landscape by developing integrated public relations strategies that combine earned media, strategic communications, executive thought leadership, digital content, and emerging technologies into one cohesive approach.

Our goal is simple: to help your organization tell a compelling story, earn meaningful attention, and build a lasting presence wherever people, and the technologies they rely on, seek trusted information.