Their structure makes them a favorite of LLMs.
The press release, that most stalwart of PR tactics, is finding new life as organizations grow more adept at influencing the results from AI models.
Gary Jeppsen, director of product management at Cision and PR Newswire, explained that while traditional SEO concerns itself with metadata and how a page is structured, AI concerns itself purely with content.
“A press release really lends itself to AI, because if you think about it, if you’re talking about your company or your you’re putting out expert knowledge,” Jeppsen explained during a recent Tech Talk at Ragan’s Future of Communications Conference. “You are the domain expert. You are factual. You’ve got a framework … that resonates, and not only humans read it that way, but then AI tries to read it like a human.”
While it’s still early days for generative engine optimization, Jeppsen says it appears that the same traditional tactics that made press releases so successful for so long still work on LLMs.
“You want a strong headline, you want maybe an executive summary at the top, subheads, bullets, things that are going to catch an eye,” Jeppsen said.
Learn more from Jeppsen below:
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