For years, the press release was repeatedly declared obsolete. It was often described as outdated, one-directional, or ineffective compared to the rise of social media, branded content, and audiovisual storytelling. Yet something has shifted. In the midst of the rapid expansion of generative artificial intelligence, press releases and professional media relations have not only regained relevance—they have become strategic assets for B2B brand visibility, reputation, and credibility.
The reason is straightforward, though not always obvious: AI systems depend on reliable, structured, and verifiable sources of information. This is precisely where journalism and traditional media practices reclaim a central role. What once existed primarily to inform journalists now also feeds AI-driven platforms that generate answers, comparisons, and recommendations for decision-makers around the world.
In this new environment, companies that understand how algorithmic logic works—and that combine technology with strong editorial judgment—gain a competitive advantage. This is especially true for organizations that work alongside communications agencies with a strategic and regional perspective.
The Quiet (Yet Powerful) Comeback of the Press Release
Rather than disappearing, the press release has evolved. It is no longer simply an institutional document distributed via email, but a strategic information asset that circulates across platforms, is replicated, indexed, and becomes a reference point.
Today, a press release simultaneously:
– Informs traditional and digital media
– Generates trustworthy content for search engines and AI systems
– Structures and reinforces a brand’s official narrative
– Creates a public, verifiable record of corporate information
In a landscape saturated with opinions, short-lived posts, and automatically generated content, press releases once again deliver something increasingly scarce: clarity, credibility, and context.
The Role of Press Releases in AI-Driven Information Ecosystems
Generative AI systems do not create information in a vacuum. They analyze vast volumes of data and prioritize content that meets specific criteria: clear structure, informative tone, coherence, and reliable sourcing.
From this perspective, press releases play a critical role because they:
1. Present information in a structured format
Headlines, subheadings, body copy, quotes, and background—an architecture that AI systems can easily interpret and process.
2. Are tied to identifiable and authoritative sources
Companies, executives, institutions, dates, and locations are clearly defined.
3. Reduce ambiguity
Unlike social media posts, press releases clearly establish what happened, why it matters, and its business impact.
As a result, brands that consistently publish clear, well-structured press releases significantly increase their likelihood of being referenced or cited in AI-generated outputs.
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Why AI Systems Prioritize Journalistic and Institutional Sources
A common misconception is that AI models primarily rely on blogs, forums, or social media content. In reality, language models tend to assign greater weight to journalistic, institutional, and academic sources.
This is due to several factors:
– Established credibility: Media organizations follow editorial standards, verification processes, and legal accountability.
– Depth and context: Journalistic content explains implications, rather than merely mentioning facts.
– Longevity: Articles remain indexed, accessible, and citable over time.
When a press release achieves media coverage, it gains a second layer of value: it moves beyond corporate messaging and becomes part of the trusted information ecosystem that AI systems prioritize.
This is why media relations have once again become a strategic lever—not only for brand reputation, but also for algorithmic visibility.
How Media Relations Drive Algorithmic Visibility
Today, algorithmic visibility is no longer driven solely by technical SEO. Informational authority has become a defining factor—and that authority is largely built through earned media.
Effective media relations enable organizations to:
– Position themselves as expert voices within their industry
– Associate their brand with key topics, trends, or challenges
– Generate consistent mentions in high-quality, relevant media outlets
– Build a public archive of verifiable corporate information
For communications agencies, this convergence of media relations, reputation management, and algorithms fundamentally reshapes the discipline. Success is no longer about volume of coverage, but about relevance, coherence, and strategic alignment.
In regions such as Latin America—where influential traditional media coexist with accelerated digital transformation—this approach delivers even greater value.
The New Strategic Value of the Press Release
In the AI era, a well-crafted press release can:
– Be quoted by journalists
– Be indexed by search engines
– Serve as a source for AI-generated content
– Be repurposed internally across corporate communications
This elevates the importance of how press releases are written. Generic, overly formal texts are no longer sufficient. Modern press releases must explain, contextualize, and deliver real informational value to business audiences.
Leading B2B brands no longer issue press releases out of routine—they use them as part of a long-term narrative and thought leadership strategy.
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Common Mistakes Companies Still Make with Press Releases
Despite renewed momentum, many organizations continue to undermine the impact of their press releases through avoidable mistakes:
1. Overly promotional language
Both journalists and AI systems quickly identify marketing-heavy messaging.
2. Lack of business context
Stating what happened without explaining its relevance weakens impact.
3. Inconsistent messaging
Contradictions across corporate communications erode trust and authority.
4. Poor distribution strategy
A press release with no visibility builds no credibility.
5. Weak language and structure
Empty phrases, excessive jargon, and lack of clarity reduce effectiveness.
This is where communications agencies—particularly in Latin America—play a critical role: adapting messages to local markets while maintaining regional and global consistency, supported by strong relationships with journalists and editors.
Press Best Practices for the AI-Driven B2B Landscape
To fully capitalize on this environment, organizations should adopt the following best practices:
– Treat press releases as strategic informational assets, not advertisements
– Include meaningful quotes and insights from executives or subject-matter experts
– Prioritize clarity, structure, and relevance
– Align press releases with interviews, thought leadership, and digital content
– Build long-term media relationships rather than operating reactively
Today, the press is no longer just a distribution channel—it is a core component of the data ecosystem that shapes how brands are interpreted, summarized, and presented by AI.
FAQs: Media Relations and Artificial Intelligence in B2B
Are press releases still relevant in B2B?
Yes—more than ever. They are essential sources of structured, credible information for media and AI platforms.
Do media relations support digital positioning?
Absolutely. Earned media strengthens authority and enhances algorithmic visibility.
Do AI systems process press releases?
They do not read like humans, but they prioritize structured, reliable, and verifiable content.
Is working with a specialized communications agency worthwhile?
Yes, particularly to ensure editorial quality, consistency, and local and regional reach.
Do media relations replace digital marketing?
No. They are complementary disciplines that together amplify visibility and reputation.
When Information Becomes a Competitive Advantage Again
Artificial intelligence has not eliminated the need for effective communication—it has made it more critical. In a business environment where answers are generated instantly, organizations that provide clear, credible, and well-managed information are the ones that stand out.
Press releases and media relations are not relics of the past. They are modernized tools that, when used strategically, strengthen brand reputation, visibility, and trust in the age of AI. For B2B organizations seeking sustainable growth and long-term authority, investing in these assets—together with a strategic communications agency—is no longer optional. It is a competitive imperative.
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023, 2024 and 2025).
