Generative AI has changed how people discover brands and stories. Users ask a question, get an instant summary, and rarely think about which sources shaped that answer. According to PR Newswire’s 2025 State of the Press Release report, 63% of communicators already use generative AI in some part of their press release workflow. Moreover, press releases themselves are becoming a key data source for these systems.

Behind that headline number is a large dataset: 985 communications professionals across North America, EMEIA, and APAC, and more than 300,000 press releases distributed between August 2024 and July 2025. The report shows how teams adjust to AI search, which formats perform best, and why the press release still supports integrated campaigns even as channels continue to fragment.

In this article, we outline the main findings from PR Newswire’s global study and turn them into a practical strategy for press releases in 2025.

Press Releases in the Age of AI: Key Findings from PR Newswire 2025

One clear point in the report is that press releases now play a significant role in how AI systems read and utilise facts. AI models rely on well-structured, dated, factual information when generating answers. The press release fits this need. It is authoritative, consistent in structure, and easier for machines to read than most marketing content.

This shifts the meaning of “visibility.” It once depended on journalists opening your email or scanning a wire. Today, it relies on how easily algorithms can read your content and decide whether it should appear in an answer.

The report highlights several trends that matter for anyone preparing or distributing releases in 2025:

Press release formats that perform best

Business-driven news continues to lead in North America and APAC: expansions, financial results, acquisitions, and executive appointments. These categories follow market conditions. Organisations use them to signal stability in an uncertain environment.

At the same time, the report shows a steady drop in trade show news across regions. Communications teams are moving away from quick event summaries and toward narrative-driven announcements that travel more effectively across platforms.

How regions differ in press release strategy

The report also shows clear regional differences:

• North America and EMEIA focus on product and service announcements.

• APAC focuses more on original material such as surveys, educational content, and structured thought leadership.

This suggests APAC teams are shaping releases to fit how AI search works. AI systems reward content that is original, specific, and rich in information. Releases with unique insights or data give AI something concrete to reference. This increases the chance of being included in AI-generated answers.

For global brands, this sets a new standard. Press releases in 2025 cannot rely on plain announcement language. They need data, commentary, and context because both readers and AI systems value these elements.

How AI Search Reshapes What “Good” Looks Like in Press Releases

The rise of generative AI increases the need for strong craftsmanship. What was once “good enough” no longer works. Clear structure and context now determine whether AI can effectively understand your message and whether journalists consider your release a reliable source.

Headlines: more legible for AI

The report notes a noticeable shift in headline performance. The traditional range was 51–75 characters. In 2025, high-performing headlines are 76–100 characters. This does not mean headlines should become long without purpose. It means AI systems work better when headlines include direct signals about brand, product type, results, and context.

For example, “Company X Launches New Platform” now benefits from the clarity found in “Company X Launches AI-Driven Payments Platform to Improve Cross-Border Settlement Speed.”

Structure affects AI visibility

Short paragraphs, clear subheads, and direct takeaways are no longer stylistic choices. They help AI models understand the flow of information, pull out facts, and connect entities correctly. This leads to better placement in AI-driven search and a cleaner look in aggregators.

Dense text blocks, on the other hand, make it harder for AI to understand your content and often reduce visibility.

Multimedia improves AI interpretation of press releases

The report shows that releases with multimedia perform better. Images, charts, videos, and brand visuals help people and algorithms. AI systems use visual material to confirm source identity and topic relevance. Visual content reduces confusion and improves the chance of proper attribution in AI answers.

This is especially important in finance, fintech, and technology, where accuracy matters and errors can hurt credibility.

What makes a press release searchable in 2025?

At Drofa Comms, we see the same patterns described in PR Newswire’s 2025 report. Press releases have moved from static documents to active data assets. They shape news discovery, influence AI-generated narratives, and support multi-channel storytelling.

For brands, the implications are obvious:

• Every press release must speak to both humans and AI systems.

• Headlines, structure, and visuals directly influence searchability, authority, and long-term relevance.

• Leading teams treat press releases as strategic content tools.

In 2025, brands that succeed will be those treating press releases as structured, high-quality signals in the AI era. That is the standard we apply for our clients and the direction the industry is heading.