Quick Answer: Write your press release like a news story an AI can quote: put the key facts in the first paragraph, use specific names, numbers, dates, and Florida locations, add clear subheads and a short FAQ, and publish it where search engines and AI tools can crawl it. Facts beat hype every time.
Why Press Releases Matter Again
For years, many businesses treated press releases as a formality. AI search has changed that.
When someone asks ChatGPT, Claude, Gemini, or Google’s AI Overviews about a company or an industry, those tools pull from content they can find and trust. A well-written press release can feed that process in two ways: directly, when an AI cites it, and indirectly, when it sparks news coverage that AI then cites.
The direct path is narrower than many vendors claim. Muck Rack’s May 2026 “What Is AI Reading?” study, which analyzed more than 25 million cited links, found press releases made up 1.1% of AI citations, while journalism accounted for about 27%.
But the indirect path is powerful. Muck Rack’s data team describes press releases as having an invisible impact, because announcements often get picked up and turned into journalism downstream. That journalism is what AI reads most.
So the goal of a modern press release is twofold: be quotable by AI on its own, and be easy for journalists and news sites to turn into coverage.
What Gets Press Releases Cited
The same Muck Rack research offers a clear signal about what works. Releases that AI cites tend to be objective and fact-based, with statistics and concrete news about real people, partnerships, and changes, rather than promotional hype.
Cited releases also tend to be clearly structured, with stronger statistics, bullet points, and more action words.
Timing matters too. Press releases show up almost exclusively when people ask AI about industry trends, at 3.5 times the rate they appear in “best-of” queries. That means a release about a real market development is far more likely to surface than a release about how great your company is.
What Google Says About AI Overviews
Google has been direct about what does and doesn’t matter. Its 2026 guide on generative AI features treats AEO and GEO as still SEO, and says site owners can ignore llms.txt files, content chunking, AI-specific rewriting, and special schema.
The baseline requirement is simple: a page must be indexed and eligible to show in Google Search with a snippet. Google also asks sites to be included in its generative AI features through Search Console.
Google recently began testing a Search Console toggle that lets site owners decide whether their content appears in AI Overviews and AI Mode. Sites that opt out won’t get traffic or impressions from those features. If you want your releases in AI answers, make sure your site isn’t opted out.
The AEO Press Release Formula
| Element | AEO Best Practice |
|---|---|
| Headline | Plain-language, specific, under 15 words |
| Opening | Who, what, where, when, why in first 75–100 words |
| Location | Florida city and county named early |
| Body | Facts, numbers, dates, named people |
| Structure | Subheads, bullets, short paragraphs |
| Quote | One substantive executive quote |
| FAQ | 3–5 questions customers would ask AI |
| Boilerplate | Full company facts and consistent NAP |
1. Write a headline that answers a question
Your headline should say exactly what happened, in words a person might type or speak into an AI tool. Some PR practitioners recommend writing headlines that answer questions and using natural language that matches real searches.
Weak: “XYZ Company Announces Exciting New Chapter”
Strong: “Tampa Roofing Firm XYZ Opens Second Office in Lakeland”
2. Front-load the facts
AI tools look at the top of a page first. One guide recommends putting the key facts in the first 75 to 100 words, because a buried lede gives the AI nothing to pull near the top.
Your first paragraph should answer who, what, where, when, and why on its own. If an AI only read that paragraph, it should still be able to describe your news accurately.
3. Name Florida places and entities clearly
Location is one of your biggest AEO advantages. Name the city, county, and region: “Fort Myers, Lee County,” not “Southwest Florida area.” Use full, consistent names for your company, executives, partners, and products.
This helps AI tools connect your announcement to local queries like “new medical practices in Orlando” or “Jacksonville commercial real estate developers.”
4. Use real numbers
Specific figures make a release citable. Include details like:
- Employee count or new hires
- Square footage or investment amount
- Opening dates
- Customer, project, or growth figures
- Award names and dates
Avoid vague claims like “industry-leading” or “best-in-class.” AI tools can’t verify them, and they read as advertising.
5. Structure for scanning
Use subheads, short paragraphs, and bullet lists. These make your release easier for readers to skim and for AI systems to parse. Google also advises organizing pages with clear headings and supporting text with quality images and video.
6. Write one quote worth quoting
Most executive quotes are filler. Make yours add information: a reason, a goal, a perspective on the Florida market. “We’re expanding to Lakeland because 40% of our Tampa customers now live in Polk County” is far more useful than “We’re thrilled to grow.”
7. Add a short FAQ
A brief FAQ at the end mirrors how people ask AI tools questions. Structured Q&As match how AI models pull out answers. Keep each answer to one or two sentences.
8. Build a complete boilerplate
Your “About” section is prime real estate. Some PR experts suggest expanding boilerplates to list industries, audiences, and services, since AI systems read them for relevance. Include:
- Full legal and common company name
- Year founded
- Headquarters city and county
- Service areas in Florida
- Core services or products
- Website and phone number
Use the exact same name, address, and phone number (NAP) every time. Consistency across sources is one of the strongest trust signals for AI.
9. Optimize images and video
Name image files descriptively (lakeland-office-opening-xyz-roofing.jpg, not IMG_4521.jpg), and write alt text that describes the image. If you include video, provide a transcript so AI tools can read what’s said.
Where to Publish Your Release
A release only helps if search engines and AI tools can find it.
Your own website. Post every release in a newsroom section on your domain. It builds your site’s authority and gives AI a source you control.
National wire services. Among press releases AI cites, Muck Rack found GlobeNewswire accounted for 61%, PR Newswire 27%, and BusinessWire 12%.
Florida-specific outlets. Regional business news and Florida press release sites help connect your announcement to local searches and give AI multiple consistent sources pointing to the same facts.
The broader the distribution, the better. Muck Rack’s data team notes that the more places a release appears, the better its odds.
And remember the bigger prize: earned coverage. Send your release to Florida business reporters and trade publications. A single news article about your announcement may do more for AI visibility than the release itself.
Common Mistakes to Avoid
- Hype instead of facts. Superlatives without evidence are ignored by AI and journalists alike.
- Burying the news. If the announcement is in paragraph four, AI may never find it.
- Vague locations. “Serving the Southeast” tells AI nothing about where you operate.
- Inconsistent company details. Different addresses or names across releases weaken trust signals.
- Chasing AI tricks. Google says special AI files and markup aren’t needed. Focus on quality content.
- Publishing only as a PDF or image. AI and search engines need readable text on a web page.
- Blocking AI crawlers. If your site blocks Google or major AI search bots, your release can’t be cited.
How to Check If It’s Working
Search Console. Google points site owners to its Generative AI performance report to see how content performs in AI features.
Ask the AI tools directly. Ask ChatGPT, Perplexity, and Gemini the questions your release was written to answer and see whether they mention your company.
Track earned coverage. Note which outlets picked up your news, since that coverage is what AI tends to cite most.
Frequently Asked Questions
Do AI tools cite press releases?
Yes, but not often directly. Press releases made up about 1.1% of AI citations in Muck Rack’s May 2026 study. Their bigger impact comes from generating news coverage that AI cites heavily.
Do I need special code or schema for AI Overviews?
No. Google says special AI markup, llms.txt files, and AI-specific rewriting aren’t needed. Standard SEO best practices apply.
How long should an AEO press release be?
Long enough to include all the key facts, usually 400 to 800 words. Clarity and specificity matter more than length.
Should I include keywords?
Yes, naturally. Use the words customers would actually use, including your service and Florida location, without stuffing.
Where should a Florida business publish its press release?
On its own website, through a national wire service, and on Florida business and press release sites. Also send it directly to relevant reporters.
What’s the single most important change to make?
Put the complete news, with names, numbers, and a Florida location, in the first paragraph.
Brian’s Take
The press release isn’t dead. It just has a new reader. AI systems reward exactly what good journalism always rewarded: clear facts, real numbers, named people, and a reason the news matters. Florida businesses that drop the hype and write releases like a reporter would will see them travel further, into news coverage, search results, and AI answers.
Sources and Further Reading
- Generative Pulse: Earned Media Consistently Drives AI Citations (Muck Rack via GlobeNewswire)
- What Is A.I. Reading – May 2026 Edition (Quantum Public Relations)
- Updated for 2026: What Is AI Reading? (Muck Rack)
- What Is AI Reading? Generative Pulse by Muck Rack (AG CommTech)
- Optimizing Your Website for Generative AI Features on Google Search (Google Search Central)
- Google’s New AI Search Guide Calls AEO and GEO “Still SEO” (Search Engine Journal)
- New Opportunities, Control and Insights for Website Owners (Google)
About the Author
About Brian French
Led by a commitment to tech-intelligent curation, Brian French tracks and analyzes and produces Florida Business Press Releases in reportig on the Florida economy. Brian brings an extensive financial background to his analysis, having graduated from the University of South Florida in Finance and serving as a Vice President and Portfolio Manager for Merrill Lynch Private Investors and the Trust Department in St. Petersburg, FL, as well as a Vice President and Trust Investment Officer for SunTrust Bank in Sarasota, FL. His writing blends macroeconomic trends, fiduciary capital markets, corporate strategy, and modern digital insights for a sophisticated look at Florida's business market.
