Global Report: Press Release, a 1906 Relic, Becomes Unlikely AI Champion in 2025: In a surprising twist of the digital age, the press release, a communication tool first invented in 1906, has emerged as an unexpected hero in the world of artificial intelligence (AI). The inaugural Global State of the Press Release 2025 report, published by PR Newswire, reveals that press releases now serve as crucial data sources for generative AI engines while continuing to anchor brand credibility across North America, EMEIA (Europe, Middle East, India, and Africa), and APAC (Asia-Pacific).
The comprehensive study paints a picture of an industry in flux—where communicators are mastering new AI tools yet still depending on the century-old format to maintain visibility in an increasingly fragmented digital landscape.
From SEO to GEO: The AI Revolution Rewrites the Rules
The most profound shift identified in the report is the transition from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO)—reflecting the dominance of AI-powered discovery tools.
This transformation has even reshaped how press releases are written. Optimal headline length has increased from 51–75 characters to 76–100, giving AI models more context for interpretation. Moreover, the inclusion of multimedia—once optional—is now essential. As the report notes, “Multimodal AI tools can process more than text alone,” highlighting that images, videos, and logos now play a vital role in boosting discoverability.
Another key innovation is the growing importance of a Key Takeaways section—designed not only for readers but also to improve how AI engines summarize and cite company news. This marks a strategic evolution where press releases are optimized as much for machines as for humans.
A Tale of Three Regions: Divergent Strategies Emerge
The report underscores significant regional differences in how organizations approach press release production, distribution, and AI integration.
- Asia-Pacific (APAC): The region leads the AI revolution. A remarkable 63% of communicators use generative AI for press release creation, while 58% rely on it for writing body copy. APAC professionals also favor original content such as thought leadership pieces over product updates, reinforcing their brands’ authority and credibility.
- Europe, Middle East, India, and Africa (EMEIA): EMEIA demonstrates the most diverse strategy mix. With 65% of organizations relying on external agencies and 23% using AI for multilingual translation, the region reflects its cross-border communication complexity. It also leads in global release distribution at 37%.
- North America: Despite being the most mature PR market, North America remains conservative in AI adoption. One in five communicators still report no intention to use AI for press release writing. However, reliance on wire services remains high, and the region’s cautious stance is gradually shifting toward experimentation.
Competitive Intelligence and Strategic Timing
The report reveals that 72% of public relations professionals actively monitor competitors’ press releases, and six in ten adjust their messaging based on insights gained. This “competitive benchmarking” is becoming standard practice across the industry.
Timing also plays a critical role. Data from PRNewswire.com shows that visibility peaks Tuesdays through Thursdays during U.S. Eastern business hours, with engagement dropping sharply outside that window. To maximize attention, brands are advised to avoid publishing exactly on the hour, when hundreds of releases flood the wire simultaneously.
Amplification Is Non-Negotiable
Today, press release distribution alone is not enough. The report finds that 86% of communicators now repurpose their releases for other channels—most prominently social media, which remains the top amplification tool worldwide.
APAC leads in converting press releases into short-form videos, leveraging AI and animation tools to make corporate messaging more engaging. Meanwhile, EMEIA focuses on targeted journalist outreach and data-driven email pitching to improve earned media pickup.
Despite these innovations, longstanding challenges persist. The top obstacles include reaching the right audience (33%), achieving sufficient media pickup (27%), and—newly emerging—ensuring press releases are indexed and cited by large language models (LLMs).
An Enduring Tool for a New Age
In an era when AI summarizes news before readers click, the press release has regained prominence as the verified source of truth for both journalists and algorithms. Its structured format, factual clarity, and multimedia support make it ideal for training AI systems and shaping public narratives.
The report emphasizes, “With each new advancement in communication technology, some are eager to declare the death of the press release. However, not only is it alive and well, but with the rise of generative AI, it is cementing its status as an authoritative, reliable piece of content.”
Supporting this resurgence, 93% of North American communicators and 91% in EMEIA plan to maintain or increase their press release output in 2026. This renewed commitment highlights the format’s resilience and adaptability amid digital disruption.
Looking Ahead
As organizations navigate the new AI-powered communication landscape, the report offers clear guidance:
- Embrace AI as a collaborator, not a replacement.
- Create content optimized for both human readers and machine learning models.
- Adopt multichannel strategies to amplify visibility and engagement.
The most successful communicators will be those who respect the press release’s historical role while reimagining it through modern technology.
The complete “Global State of the Press Release 2025” report is available for download at PRNewswire.com, providing global professionals with actionable insights to enhance visibility, credibility, and impact in an AI-driven media ecosystem.
