New report reveals how communications professionals are using AI in their engagement with the media.

Despite the previous prediction of a decline in press releases as essential forms of campaigning, AI-driven press releases have proven essential to companies and brand growth with 57% of professionals saying press releases have actually increased their visibility in the last year.

The annual report took information gathered from a survey of almost 1,000 communications professionals and an analysis of 300,000+ press releases over a 12-month period. 

Matt Brown, President of PR Newswire, said: "In an era where AI is making it harder to trust the authenticity of online content, the press release, as a reliable, timestamped source for brand information, is as important as ever. Because press releases are heavily cited by large language models (LLMs), understanding how to unlock maximum discoverability and engagement in the current press release environment is essential."

The report found that more than half of companies globally use AI tools to create press release components, with 9 in 10 companies using multimedia to boost visual content in campaigns. It also found that 93% of communicators in the US and 91% in EMEIA repurpose content across channels and expect to extend it in the next year.