[Editor's Note: As PRNEWS ramps up for its PRNEWS Pro workshop on AI-Powered Media Relations on Oct. 22, we sat down with Yesenia Reinoso, Founder and Principal at Y Communicate, ahead of her session on “The New Press Release: Adapting Media Materials for Social, Search and AI Aggregators.”
In this exclusive Q&A, Reinoso explains that press releases are no longer just for journalists—they’re now built for search engines, social platforms and even AI aggregators. By shifting their mindset to create multi-formatted messages and prioritize clarity, accessibility and verifiable details, communicators can make their stories easier for journalists to use and more discoverable across digital channels.]
PRNEWS: Press releases have been around for more than a century. What do you see as the most significant shift in how press releases function in today’s search?
Yesenia Reinoso: For me, the most significant shift is from writing primarily for reporters to prioritizing systems. Historically, press releases were crafted with journalists as the primary audience. However, in today’s digital age, press releases must be tailored for a variety of platforms, including search engines, social media feeds, newsroom content management systems (CMSs) and large language models (LLMs). This change demands that each press release functions both as a compelling narrative and as a machine-readable data package. To achieve this, communicators must ensure that releases include scannable facts and authoritative links, for example. These elements not only help establish credibility, but also ensure that the story remains engaging and accessible to individuals while being optimized for these online systems.
PRNEWS: What do you currently see journalists looking for that may not have needed/wanted in the past?
Reinoso: In the current landscape, journalists prioritize specific features in press releases to streamline their reporting and ensure the information is both credible and easy to use. For example, these elements can include:
- Verifiable Specifics: Include concrete data, methodology notes, and source links in press releases so journalists can quickly verify facts.
- Rapid Reuse Facts: Add pre-approved quotes, rights-cleared media, pronunciation guides and correct name spellings to streamline accurate coverage.
- Access to Subject Matter Experts: Provide simple access to experts via office hours, booking links or a media hotline to speed up expert input.
PRNEWS: Optimizing for search and AI discovery can feel like a challenge to a lot of PR professionals. What practical steps can they take to make their media materials more visible without sacrificing storytelling or authenticity?
Reinoso: To boost the reach and credibility of media materials, communications professionals should follow these best practices:
- Use a clear, plain-language opening sentence that answers who, what, where, when and why for immediate clarity.
- Structure releases with descriptive H2 headings, include a brief FAQ, and provide permanent URLs for media kits and documentation.
- Share ready-to-use media assets (B-roll, screenshots, social posts, alt text) in accessible formats.
PRNEWS: Writing is still the backbone of communications. How should communicators be changing their writing and wording to make releases more AI-search friendly?
Reinoso: To ensure communicators maintain their writing and words in making releases more AI-search friendly, pros should put readers first and keep content clear. Some tips include:
- Start with facts; add a detail to interest readers.
- Choose concrete nouns and specific numbers over vague words.
- Include Q&A sections if relevant for easy information extraction.
- Make link text descriptive so users and AI know its purpose.
- Finish with an editor's section for extra info or contacts.
For more tips from Reinoso, reserve your seat for our virtual workshop on Oct. 22 here.