How to get your press release noticed by journalists and AI

When a press release leaves your screen, it begins a life you can’t entirely control. It lands in crowded inboxes, appears in search results, gets interpreted by AI and, if it catches the right journalist’s eye, may become a reported story.

Nearly everything in the September edition of EIN Essentials comes down to something we’re all fighting for: attention.

We explore how knowing the differences between press releases and news stories can help you pitch more effectively, how AI shapes what others notice about you, and why, as Simon Owens explains, easier distribution has made attention harder to earn. We also look at the newswires reaching audiences beyond the traditional press release.

Inside this issue:

1. How a press release becomes news

2. What AI thinks it knows about you

3. EIN Presswire lands in top 5 newswires for AI search

4. Everyone can publish. So how do you get anyone to pay attention?

5. PR quote of the month

How a press release becomes news

Press releases and news stories can look similar, but they do different jobs. And they serve different purposes.

A well-structured press release, sometimes called a news release, can help get your news to journalists. But once your release piques the interest of a journalist, it can go from your account of the news to a journalist’s independent reporting.

Knowing how they differ and where they overlap can help you write better press releases, send more effective media pitches and understand what happens after you hit send.

In part one of our new series, we brought in PR professionals and drew on the journalism experience from one of our very own team members to explain how these important forms of communication work together. We will also cover how to turn your media pitch into a winning comms strategy in a later installment, so stay tuned.

Read part one.

What AI thinks it knows about you

AI tools can evaluate your credibility and expertise in any profession before humans can make that judgment.

Think about when someone is doing research online to find out about the reputation of your brand or an organizational leader. They are increasingly doing that research through AI search engines, and they can often believe these machines’ interpretations in the search results.

Erin Lanuti of Lilypath, a company that helps professionals improve how AI systems interpret their expertise, breaks down online reputation management in the age of AI in our Heard on the Streets feature.

Curious what AI says about you?

Read the full story.

EIN Presswire lands in top 5 newswires for AI search

PR executive Ari Zoldan has included EIN Presswire in his list of five newswires gaining ground across trading terminals, tech media and AI search.

His article looks beyond press release distribution to examine how newswires are adapting to the ways information is now discovered.

See why we made the list.

Everyone can publish. So how do you get anyone to pay attention?

“Attention is harder to capture than ever, even though distribution has never been easier,” journalist and content marketing expert Simon Owens tells us in the third episode of our Heard on the Streets video podcast.

Watch Simon Owens discuss what you need to know about what’s being called the “attention economy.”

Find out more.

PR quote of the month

“A press release is an organization speaking about itself. A news story is an independent journalist examining what happened, why it matters, and what the audience needs to know.”

–Evan Kropp, executive director of Distance Education at the University of Florida College of Journalism and Communications

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