How to Write a Press Release That AI Search Picks Up
More people now ask ChatGPT, Perplexity or Google’s AI for answers instead of scrolling through links. A press release written the old way can get lost. Here is how to write one that AI search tools can find, understand and use.
How to write a press release that AI search picks up: the short answer
To write a press release AI search can use, lead with the complete news in the first sentence, use your company and product names clearly, write short factual sentences, add verifiable details and one quotable expert line. Publish the full release as an indexable page on your own site, keep facts consistent everywhere, and aim for independent coverage, which AI tools cite far more than advertorial.
- Lead with the fact in one sentence
- Names and verifiable details, not vague claims
- Publish on your own site as HTML
- Earned coverage is cited most
How AI search finds and uses press releases
AI search tools such as Google AI Overviews, ChatGPT search and Perplexity build answers from web pages they can find and access. Google says there are no extra requirements to appear in its AI features beyond being indexed and eligible for Search, and that normal SEO best practices apply. OpenAI and Perplexity publish the names of the crawlers their search features use.
A press release on its own is rarely the most trusted source. A media intelligence study published in May 2026 found that the large majority of links cited by AI tools pointed to earned media, with only a tiny share going to advertorial content. So the best outcome is a release that leads to independent coverage, plus a clear, factual version on your own site.
Seven writing habits for press releases that AI search can use
| Habit | What to do | Why it helps |
|---|---|---|
| Lead with the fact | First sentence states the news in full: who, what, when, where | Easy to quote and summarise accurately |
| Use names, not pronouns | Repeat your company and product names clearly | Answers are clear about who did what |
| Write answerable sentences | Short sentences that each make one claim | Easier to lift into an answer |
| Add verifiable facts | Dates, places, named partners, figures you can prove | Credible sources are preferred over vague claims |
| Include a real expert quote | One clear point from a named person | Gives journalists and AI a quotable line |
| Publish it on your own site | A newsroom page with the full release in text, not just a PDF | A crawlable, permanent source you control |
| Keep your facts consistent | Same names, dates and descriptions everywhere | Conflicting facts make answers less reliable |
Technical checks so AI tools can read your release
- Publish the release as an HTML page on your website, with a clear headline and date
- Check your robots.txt does not block the search crawlers you want, such as Googlebot, OAI-SearchBot and PerplexityBot
- Make sure the page is indexable: no noindex tag and a correct canonical
- Use descriptive image alt text and a short summary near the top
- Link from your newsroom and relevant product pages so the release is easy to find
- Use your brand name or plain web address for links in distributed copies, not keyword-rich anchor text
Google says the Google-Extended setting does not affect inclusion in Google Search. Blocking it is a separate decision from appearing in Search and AI Overviews.
An AI-friendly press release opening
Replace everything in square brackets.
[COMPANY NAME] [DOES WHAT] for [WHO]
[CITY], [DATE]: [COMPANY NAME], a [CITY]-based [WHAT YOU ARE, e.g. ‘provider of accounting software for UK charities’], today [ANNOUNCED / LAUNCHED / OPENED] [THE NEWS IN ONE SENTENCE].
[ONE SENTENCE ON WHY IT MATTERS, WITH A VERIFIABLE FACT.]
“[ONE CLEAR POINT IN PLAIN ENGLISH],” said [NAME], [JOB TITLE] at [COMPANY NAME].
[KEY DETAILS: dates, places, availability, partners.]
About [COMPANY NAME]: [TWO SENTENCES THAT MATCH YOUR WEBSITE AND PROFILES]. [WEB ADDRESS]
What no one can promise
AI answers change with every question and update. No one controls them.
Crawling, indexing and inclusion happen on each platform’s schedule.
Clear, factual writing works better than repeating phrases.
Get your news seen by people and AI
United Press has helped businesses get their news published since 2001. We write releases built for clarity, place them on named titles and help turn them into independent coverage. Press release offer: guaranteed live within 3 days of approval or a 100% refund. We never promise a mention in any AI answer.
Press release distribution
Named UK titles and live links. See press release distribution.
AI visibility
Coverage on titles AI tools trust. See publications for AI visibility.
ChatGPT visibility
Help your business appear in answers. See get ChatGPT to recommend you.
Google News
Coverage in Google News sources. See PR for Google News.
Press releases and AI search: frequently asked questions
Do AI search tools read press releases?
They can, if the release is on a page they can find and access. But independent coverage is generally cited far more than press releases or advertorial content.
How do I make a press release AI-friendly?
Lead with the complete news, use clear names, write short factual sentences, include verifiable details and one quotable line, and publish it as an indexable HTML page on your own site.
Does Google need special markup for AI Overviews?
Google says there are no additional requirements to appear in AI features beyond being indexed and eligible for Search. Normal SEO best practices apply.
Should I block AI crawlers from my newsroom?
Only if you do not want your content used. Blocking search crawlers such as OAI-SearchBot or PerplexityBot can stop your pages appearing in those tools’ answers.
Can a press release get my business into ChatGPT answers?
It can help by adding clear, consistent facts to the web, especially if it leads to independent coverage. No one can guarantee a mention in any AI answer.
Is a PDF press release OK for AI search?
An HTML page is better. It is easier to crawl, read and link to than a PDF alone.
Should I add keywords to my press release for AI?
Use the natural words people use for your product, but do not stuff keywords. Clear, factual writing works better.
Can United Press help my press release reach AI search?
We write clear releases, place them on named titles and help turn them into independent coverage. Press release offer: guaranteed live within 3 days of approval or a 100% refund. We never promise an AI mention.
Clear words travel further.
Whether a person or a machine is reading, the same thing wins: a true story, told simply, from a source people trust.