PR Insights: How Do You Get Your Brand Cited by AI? – Press Releases, the Secret Weapon for AI Visibility

In a rapidly evolving communications landscape, the role of the press release has undergone a transformation. No longer ‘just’ a tool for earned media, it is now crucial for online authority, brand trust and visibility. As AI redefines the search journey, challenges have also shifted; visibility is not determined by SEO and rankings alone, while trust is no longer largely determined by media relations. Increasingly, visibility and trust are determined by whether AI recognises, trusts and mentions brands in searches and cites them in answers to prompts. Consumers and B2B buyers are turning to AI large language models (LLMs) rather than traditional search engines for answers. A recent survey showed how much people trust AI answers : 60% said AI provides better answers than traditional search, and 80% felt that AI provides unbiased information. For B2B buyers, 94% of them now use AI tools to inform purchasing decisions. The impact: AI visibility is now crucial. Why Press Releases Matter More Than Ever The factual and verified nature of the press release is exactly what machines are looking for. The structure, credibility and distribution of press releases make them well-suited for cor