Press releases – why they are important
The press release is proving to be a valuable form of content cited by large language models (LLMs). In 2025, press releases are an AI visibility tool in our communications toolkit. They help to train how Artificial Intelligence answers questions about services in your industry, and you want the answers to cite your business.
AI learns from relevance, not recency, and we are seeing press releases as long-term AI signals when structured clearly. They need to go on a reputable newswire; a paid press release distribution network used to publish and syndicate press releases across news sites and geographies relevant to your work. WHY? We want to ensure visibility and citation in generative systems – such as ChatGPT, Claude, Perplexity, Google AI – so that the press releases function as both news and training data.
There needs to be a plan; the brand needs to decide:
- who is going to tell the story
- what the story is
- why the audience should care
- where they want to share it
- and when they want to publish it.
Media sites, SEO, earned media, backlinks, domain authority
My relationships with journalists play a role in getting high authority media sites to include mentions and articles about people and services, signalling trust. This is called earned media.
Content published by a high authority site will likely outrank your own search visibility and such mentions can significantly enhance your brand’s visibility and reputation.
Good backlinks in press releases and articles improve your Domain Authority (DA) and this leads to an increase in traffic to your website.
*earned media is public exposure through word of mouth, customer reviews, social media mentions, or media coverage resulting from your content or services’ quality and relevancy. It originates organically outside the company; it is media that is neither paid for or owned.
* backlinks are links from one website to another, playing a crucial role in SEO (Search Engine Optimisation) when the links on other sites point to yours.
LinkedIn Profiles
Achieve an All Star LinkedIn profile to help you to be found by your target client by designing a profile structure that matches your customer’s buying process. Get discovered for your specialties and referenced.
Let’s organise a consultation: a video meeting can be arranged in which we will discuss how best to optimise your LinkedIn profile to position you as a subject matter expert.
If you’re not being cited on certain topics, it’s all a bit pointless …
Thought Leadership
Differentiating a company’s offering in a crowded tech landscape is essential. Without clarity on what makes you distinct, even strong solutions struggle to get noticed. Clear positioning helps customers understand your value instantly — and gives your message the power to cut through.
Thought Leaders are people others look up to for direction in work applications, and as role models in their work practices.
Social Media Messages
Timely messages specific to your target audience, shared to the social platforms your customers are on.
Content shared on social media by people who themselves have quality followers – who in turn have their own quality web properties which provide valuable links – is the way that search visibility can be improved by social. The social contribution of SEO appears to come indirectly via this route.
Pairing your social media updates with quality media assets increases engagement. Photos are always a winner!
Strategic thinking in PR
Starting with Why you do what you do and What your purpose is will help to finesse your audience and start to have conversations with them.
- Strategic thinking means clearly defining purpose and thinking about the bigger picture. It’s about moving daily focus from output (PR/communication activity), to also consider out-take (what people think or feel as a result) and impact (what this means for the organization or its stakeholders).
- It is a process of understanding the past and present, then seeing beyond today and visualizing or creating a picture of the future and its opportunities and pitfalls.
- It involves analysing trends, data and other information.
- It involves challenging assumptions (I’ve learned to never assume).
- It provides the insights to answer the questions “What situation are we in today?” and “What situation should we be in tomorrow?”
Question for your salespeople
Does your client understand what differentiates your service from others offering something similar?
Find out more – view Finola’s Calendly and let’s chat.