AI Press Release Optimization - Firebrand

Updated on 01/13/2026

Every few years, someone proclaims that the press release is dead (and then goes on to argue that it isn’t actually dead, it’s just evolving…) Well, it’s that time again folks. This time around, we’re looking at how press releases are changing in the light of the growing importance of AI search.

What role do press releases play in AI search? 

Generative AI is playing an increasingly important role in buyer awareness and decision-making. Nearly 90% of B2B buyers have integrated generative AI tools into their purchasing processes, powering research, evaluation, and even the decision-making itself. 

The extent to which PR influences a brand’s visibility in AI search is still being understood; but it is generally accepted that if a brand is frequently associated with key topics on a wide variety of authoritative websites, it is more likely to be cited in relevant AI search results. 

This raises the question of whether press releases themselves (as distinct from media coverage) influence AI search results and whether they should be optimized for generative engines—a practice known as Generative Engine Optimization, or GEO.

Firebrand has always believed that the primary purpose of press releases is to inform media rather than buyers, and should be written with the needs of the media in mind. Search engines suppress wire services in search results, reducing their impact on traditional SEO. The LLMs of course don’t reveal how they select sources to cite. However, our tests have shown that LLMs do cite public press releases for certain queries, such as those related to recent developments or specific products, and we believe they have a role to play in a brand’s wider GEO strategy.

How are GEO press releases different from traditional press releases?

Best practice in this area is still emerging so the guidelines below represent the latest working theories. We will be updating them as new industry best practices emerge. The good news is that many of the principles align with traditional SEO practices as well as common-sense writing. In short, a press release that is easy for a reporter to understand is also easy for an LLM to understand!

General guidelines for AI press release optimization

• Follow EEAT (Experience, Expertise, Authoritativeness, Trustworthiness): Just like in SEO, content should be written for humans, not just machines — ensuring it’s helpful, readable, and demonstrates deep expertise. Focus on facts, not marketing hype.
• Be Audience-Focused: Write with specific outlets (and, by extension, personas) in mind.
• Avoid Keyword Stuffing: GEO emphasizes natural language and readability; overly optimized content can hurt performance in AI-generated results, so use keywords more judiciously.
• Use Semantic Associations: Consistently associating your brand with a set of related keywords or themes can train models to recognize your domain authority on a topic. This extends beyond the press release – brands who want to be known for a certain topic need to ensure their content and their spokespeople are associated with that topic in multiple channels.
• Answer Common Questions: Proactively answer FAQs related to your products, services, or industry to increase your chances of being cited in AI responses.
• Publish Across Channels and Formats: Where the press release is published may matter more for AI search than how it is written.