AI, GEO, and AEO are Transforming Press Release Strategy

Public relations is changing fast. As AI transforms how information is found and shared, visibility now means more than only reaching journalists. It’s about making sure your press release can be found, understood, and surfaced by AI systems, from search engines to generative tools like ChatGPT. With Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) shaping content discovery, it’s time to rethink how you craft and distribute every press release.

In a webinar discussing AI visibility, Mark Healy, founder of Heals, LLC, explained that GEO is all about earning citations and getting your content referenced across multiple platforms. “Evidence-led writing and source transparency are critical to success,” he shared, emphasizing the importance of providing verifiable, high-quality information that AI can trust. 
 

SEO vs. AEO vs. GEO

Understanding the differences between SEO, AEO, and GEO is key to modern press release strategy. Each plays a distinct role in how your content is discovered, quoted, and referenced.

• SEO (Search Engine Optimization) is the classic approach. SEO makes sure your web pages show up in search results when people Google your keywords. It’s about being seen.
• AEO (Answer Engine Optimization) goes a step further. Instead of showing up as a link, AEO helps your content become the answer. Think featured snippets or voice assistant replies. It’s all about clear questions, concise answers, and verified facts.
• GEO (Generative Engine Optimization) is the newest frontier. It’s about getting your content cited in AI-generated answers from tools like ChatGPT or Google’s AI Overviews. GEO positions you as a trusted source inside AI-driven summaries. 

Each builds on the last: SEO gets you noticed, AEO gets you quoted, and GEO gets you referenced by AI. Authority works differently across them: SEO relies on backlinks and domain strength, AEO rewards accuracy and structured data, and GEO values transparency, originality, and evidence-based writing.

The magic happens when you combine all three. By strategically optimizing your content, you can reach audiences across search engines and AI platforms. 
 

Understanding AI & LLMs in PR

Today, your press releases, website, and digital content are read by both humans and AI, so structure, clarity, and authority are increasingly important. Evan Pondell, CEO of Triunfo Partners, recommended a simple test: ask an AI about your company and see which sources it cites. “That’s a strong indicator of how your content is being surfaced and valued,” he said.

Visibility now depends on more than reputation alone. Emily Greifeld of The Pollack Group explained that structure, clarity, and credibility play a major role in whether your news release appears in AI overviews or search results. “Not all content gets equal treatment,” she shared, emphasizing that even with AI, the fundamentals of good content still apply.
 

100 Press Release Ideas to keep your content calendar full. Get inspired!

Large Language Models (LLMs) favor trustworthy, original content backed by data, research, or analysis. As Evan noted, they “prefer primary sources such as original data, research notes, or financial analysis, rather than third-party sources.” That’s why publishing your news through a reputable wire service like Business Wire can boost your visibility and ensure your content is recognized as a high-authority, machine-readable source. 
 

GEO & AEO: Optimizing Press Releases for AI

GEO and AEO extend SEO principles into AI-driven contexts, focusing on discoverability, authority, and citations across platforms and LLMs.

Mark explained that while traditional SEO tactics like keyword mapping, backlinks, and meta descriptions remain relevant, AEO focuses on concise answers and structured Q&A. “FAQ schema and how-to schema can be influential in improving visibility across large language models,” he shared. GEO emphasizes source corroboration and evidence-led writing to ensure content is cited accurately.

Regularly distributing press releases is critical to maintaining GEO visibility. Tracking KPIs like AI mentions, citation frequency, reach, and engagement helps measure success. Emily noted that balancing accuracy, readability, recency, and structure is key: “You still need a compelling hook for reporters, but structure and credibility determine AI visibility.”

Platform-specific considerations are also important. With LinkedIn restricting AI crawlers from profile pages, distributing content on public-facing channels like your website and with a newswire are essential for LLMs to index and cite content effectively. 
 

Key Takeaways from The New Realities of PR Visibility (And How to Adapt)

In Business Wire’s webinar, The New Realities of PR Visibility (And How to Adapt), Mark, Evan, and Emily highlighted several actionable insights for PR professionals adapting to AI-driven visibility. Emily shared these content creation tips: 

1. Be Accurate & Credible

• Quote experts and highlight their credentials.
• Link to authoritative sources whenever possible.
• Build trust through your domain’s reputation. AI notices credibility!

2. Keep It Readable

• Short sentences win: aim for 15–20 words.
• Break up text into small paragraphs (2–4 sentences).
• Stick to active voice. It’s clearer for everyone.

3. Stay Fresh

• Update your content regularly to keep it relevant.
• Don’t shy away from long-form pieces. AI loves in-depth content.

4. Structure for Easy Scanning

• Use clear headers and consider Q&A sections.
• Bullets, lists, and tables help readers and AI digest info fast.
• Think in terms of a logical flow: introduction → details → conclusion.

5. Make Press Releases Engaging

• Treat your press release like a feature story: full-bodied, interesting, and human-friendly.
• Tell a story that’s compelling for readers and easy for AI to understand.

Bottom line: Writing for AI isn’t about tricking a robot. It’s about being clear, authoritative, and engaging.
 

The New PR Standard

Optimizing your press releases for SEO, AEO, and GEO isn’t just a tech trend – it’s a strategic advantage. By focusing on accuracy, readability, freshness, and structured storytelling, you can make your content more likely to be trusted by AI systems.

Remember: AI visibility doesn’t replace the fundamentals of great PR. It enhances them. Thoughtful, authoritative, and engaging content will always perform best. Make your press releases a reliable source, keep them updated, and tell your story in a way that both humans and AI can understand.