57% of PR professionals now use AI for press releases, says PR Newswire's 2025 report
PR Newswire's 2025 report finds 57% of communications professionals use AI for press releases.
PR Newswire's 2025 Global State of the Press Release Report suggests that the humble press release is far from obsolete. Instead, it is becoming even more important as generative AI changes how information is discovered, indexed, and surfaced by search engines and large language models (LLMs).
The report highlights a shift in how communications teams create, distribute, and repurpose content. AI is now helping write press releases, multimedia has become the norm rather than the exception, and organizations are increasingly treating press releases as strategic assets that fuel content across multiple marketing channels.
Table of contents
Jump to each section:
- What does PR Newswire's 2025 report reveal?
- Why press releases matter more in the AI era
- What marketers should know
Enricko Lukman
What does PR Newswire's 2025 report reveal?
PR Newswire surveyed nearly 1,000 communications professionals across North America, EMEIA, and APAC while also analyzing more than 300,000 press releases distributed over a 12-month period.
The findings show that AI has become a mainstream part of the press release creation process.
Among the key findings:
- 57% of companies globally now use generative AI to create at least some parts of their press releases.
- 90% of companies always or sometimes include multimedia in their releases.
- 93% of US communicators and 91% of EMEIA communicators expect to distribute the same number or more press releases over the next year.
- 91% of communications professionals repurpose press release content across other marketing channels, with social media being the most common destination.
- 57% of respondents said press releases increased visibility for their brands or products.
The report also notes that press releases continue to serve as trusted, timestamped sources of information as AI-powered search experiences become more common.
Enricko Lukman
Why press releases matter more in the AI era
For years, many predicted that press releases would become less relevant as brands shifted toward social media and owned content.
Instead, PR Newswire argues the opposite is happening.
As consumers increasingly rely on AI assistants and generative search experiences, structured and authoritative content becomes more valuable. Press releases provide official, time-stamped information that AI systems can reference when generating responses.
The report also points to an emerging transition from traditional SEO toward Generative Engine Optimization (GEO), where discoverability depends not only on search rankings but also on whether AI systems recognize and cite trustworthy content.
PR Newswire says this changing landscape is driving demand for broader distribution strategies, combining press release distribution with multichannel amplification to maximize visibility.
Patrecia Meliana
What marketers should know
The findings reinforce several strategic priorities for communications and marketing teams.
1. Treat press releases as content hubs
With 91% of communicators already repurposing releases, every announcement should be planned as the foundation for social posts, blogs, newsletters, videos, and executive thought leadership.
2. Invest in multimedia
Visual assets are no longer optional. Images, videos, infographics, and other multimedia can increase engagement while making stories more useful across digital channels.
3. Prepare for GEO alongside SEO
As AI-powered search becomes more common, marketers should focus on publishing accurate, timely, and authoritative content that AI systems can confidently reference.
4. Use AI to improve efficiency, not replace strategy
Generative AI can accelerate drafting and editing, but communications professionals still play a critical role in ensuring messaging accuracy, brand consistency, and credibility.
Atikah Amalia
PR Newswire's 2025 Global State of the Press Release Report suggests that AI is reshaping communications without replacing one of the industry's most established formats.
Instead, the press release is evolving into a strategic asset that supports AI discoverability, multichannel content distribution, and brand credibility. For marketers and PR professionals, success will increasingly depend on combining AI-assisted content creation with authoritative storytelling and distribution strategies built for both people and AI-powered search.
