PR Newswire has released its 2025 Global State of the Press Release Report, highlighting major shifts in how communications professionals are leveraging AI and multimedia to enhance visibility and engagement. The study reflects the evolving role of the press release in an AI-driven media landscape where authenticity and discoverability are more important than ever.

The annual report—based on survey data from nearly 1,000 communications professionals across North America, EMEIA, and APAC, along with an analysis of more than 300,000 press releases distributed via PR Newswire—reveals that AI is increasingly central to public relations workflows.

Key Findings

  • More than half of companies worldwide now use generative AI to create parts of their press releases.
  • 9 in 10 companies consistently include multimedia, emphasizing the growing importance of visual storytelling.
  • 93% of communicators in the U.S. and 91% in EMEIA plan to maintain or increase their press release output over the next year.
  • 91% of professionals repurpose press release content across other channels, with social media being the most common platform.
  • 57% of communication teams report improved brand or product visibility through press releases.

Why It Matters

Despite predictions of decline, the press release remains a cornerstone of credibility in 2025—especially as AI engines increasingly cite them as trusted sources. As AI-driven search and consolidated newsrooms reshape how audiences discover stories, brands must complement their traditional press release strategies with Multichannel Amplification™ to maximize reach and engagement.

Generative AI is transforming PR strategy, pushing communicators to shift focus from traditional SEO to GEO—Generative Engine Optimization. In this environment, relevance, timing, and contextual accuracy are critical to maintaining competitive visibility.

“In an era where AI makes it increasingly difficult to trust online content, the press release remains a reliable, timestamped source for authentic brand information,” said Matt Brown, President of PR Newswire. “Because press releases are heavily cited by large language models (LLMs), understanding how to enhance discoverability and engagement in this new landscape is crucial.”

Brown added, “To meet these market shifts, we recently launched Amplify, an AI-powered distribution platform designed to help brands control their narratives, measure impact, and reach global audiences with greater precision.”

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