Watch or listen to the full interview below, then scroll for quick takeaways and standout moments from our conversation.
Quick Highlights:
- Press releases still work — and they’re AI-ready.
They show up in AI-generated answers, giving your business visibility even before someone reaches your site. - AI is now the first touchpoint with your brand.
Search engines like Gemini and ChatGPT summarize your news — your press release tells your story first. - Think of your press release as a mobile landing page.
It delivers your message, visuals, and links directly inside AI and search results — not just on your website. - The structure of your release matters.
Use strategic headlines, clear bullet points, and keywords that answer real questions to improve visibility. - You don’t need months of SEO — just a smart release strategy.
A well-written press release can help you compete with larger brands instantly in AI search results. - Always include images — and name them with keywords.
File names matter. AI and image search engines index those terms too. - Track and improve over time.
Notified’s dashboard shows how bots interact with your release, so you can test timing, wording, and formatting for better performance.
Why I Wanted to Talk to Serena
After I ran a press release for my new book, Social Media Made Smarter, I realized something: it had been a long time since I’d sent out a press release – and a lot has changed. The landscape is completely different thanks to AI and how search engines now serve content.
While doing some follow-up research (and after being contacted by Notified), I had the opportunity to sit down with Serena Ehrlich, Director of Product Marketing at Notified.
What followed was one of the most eye-opening conversations I’ve had about how press releases really function today – and how they can be a serious asset for small and mid-size businesses.
What’s Changed with Press Releases?
Press releases are no longer just about media coverage or investor updates – they’re now being surfaced in AI-generated responses. That’s a big deal. Serena explained that platforms like ChatGPT, Gemini, and Perplexity are scraping wire service sites like Globe Newswire (owned by Notified) to answer questions – and your release can be part of that answer.
“SEO is something that companies own. Newswires don’t really do much with SEO, but SEO is a very, very complicated, expensive and long-time taking project, right? It takes a while. AI – you can do this in one press release.”
– Serena Ehrlich, Notified
How to Make a Press Release AI-Friendly
Serena shared some super actionable tips that anyone – even a small business owner – can put into play. Here’s what works today:
– Write headlines that answer questions.
– Format like a blog.
– Always include an image – and name it clearly.
– Use metadata wisely.
Your Press Release = Your New Landing Page
In today’s AI-powered search landscape, your press release often becomes the first and most visible piece of content potential customers see. Tools like ChatGPT, Gemini, and Perplexity now deliver summarized answers instead of directing users to traditional websites. Because of this shift, your press release functions much like a mobile landing page. It includes your headline, core messaging, visual assets, and clickable links, all delivered within search or AI-generated results. This means your press release is not just announcing news. It is also educating, qualifying, and even converting readers before they visit your website. When written and structured strategically, a press release can be just as effective as a landing page in moving someone from awareness to action.
People are getting your information from AI-generated summaries before they ever visit your website. You want that summary to reflect your voice, message, and positioning.
Do Emojis Belong in Press Releases?
One of my favorite random nuggets: Serena says emojis are fine in emails and blogs, but not in your press release headlines. We even discussed trademark and copyright symbols – and I didn’t even know this tidbit of info!
In the body of your release? Fine. But play it safe in the headline
Easy Wins for Your Next Press Release
Whether you’re launching a new product, announcing a partnership, or promoting a white paper, these tips will help you get more visibility:
– Check Google Trends before writing your headline.
– Think like a buyer searching for answers.
– Avoid the 8 a.m. distribution glut.
– Use the analytics.
– Test and adjust.
Final Thoughts
Just because something feels “old school” (like press releases), doesn’t mean it’s outdated. When used the right way – with AI in mind – it could be one of the most strategic tools in your marketing kit.
Huge thanks to Serena Erlich for sharing her time and wisdom. If you haven’t already, scroll back to the top and watch the interview – it’s full of insights you can use today.
Let’s connect – or join my newsletter, Clickable Bytes, for monthly insights on marketing smarter (not harder).
