For years, headlines questioned the relevance of the press release, often declaring it outdated as attention shifted toward corporate websites, social media, video, and other direct channels of communication.
However, a series of high-profile mishaps—such as premature disclosures and technical errors—highlighted the risks of abandoning traditional distribution. Investor relations teams soon returned to wire services, which continued to provide reliability and security as a standard practice.
Today, the conversation has changed once again. Press releases are making a comeback, fueled by advances in artificial intelligence. Newswire services are adapting to this new era by introducing AI-driven products. PR Newswire, for example, recently launched Amplify, an AI platform designed to enhance communications and PR effectiveness.
Industry leaders point to several reasons behind this revival. Press releases remain trusted sources with strong domain authority, attributes that large language models (LLMs) prioritize when selecting citations. As AI systems increasingly rely on verifiable references, press releases have become an essential component in demonstrating measurable campaign impact.
Experts also note that the format has evolved into more than a simple distribution tool. Press releases now serve as enduring digital assets—citations, backlinks, and searchable markers that extend their visibility well beyond the initial news cycle. This “afterlife” turns them into engines of discoverability within generative AI environments.
Research supports this shift. A Semrush study in June, which analyzed 150,000 citations from platforms like ChatGPT and Perplexity, found that Reddit was the most frequently cited domain at 40.1%. Wikipedia ranked second with 26.3%, followed by YouTube at 23.5% and Google at 23.3%.
In response, agencies of all sizes are helping clients adapt to this generative engine optimization (GEO) era by creating bespoke strategies, dashboards, and tools that maximize long-term visibility.
For brands and corporations, the implications are clear: strengthen owned media, integrate FAQs into public materials, monitor and optimize Wikipedia entries, and develop press release strategies that work harder than ever.
The press release is not obsolete. It has returned as a vital, AI-powered asset.
