Do news releases influence AI visibility?

What data reveals — and what your brand can do about it

96% of AI citations come from earned media coverage. Only 1% cite press releases.

That finding from Muck Rack’s "2025 Generative Pulse" and "What Is AI Reading?" studies confirms what smart communicators already know: Earned media still drives visibility and trust — for both people and machines.

Even so, when you distribute a news release through a trusted commercial newswire, you still earn a small but measurable advantage in generative and answer-engine visibility.

Source: Muck Rack

Key takeaways

• 96% of AI citations originate from earned, non-paid coverage.
  
  
• Only 1% cite press releases — but nearly all of those come from trusted commercial newswires, not company websites.
  
  
• Within that 1%, 61% of AI citations come from GlobeNewswire, 27% from PR Newswire, and 12% from Business Wire.
  
  
• Posting a release only on your site offers minimal AI visibility.
  
  
• Trusted newswires publish in near real time through newsroom content agreements, expanding discovery and credibility.

Earned media dominates — but trusted newswires still matter

Generative AI systems overwhelmingly rely on credible, journalistic sources. More than 95% of the citations analyzed were from earned media, with another 1% attributed to press releases.

That 1% may appear small, yet it represents the structured, machine-readable data AIs reference when earned coverage is limited or absent. Posting only on your website rarely reaches those systems. Distributing via a trusted commercial newswire ensures your announcement enters the same indexed ecosystem that informs both journalists and AI models.

For context, Muck Rack’s research shows that nearly every cited press release came from one of three recognized distributors — GlobeNewswire, PR Newswire, and Business Wire — because their archives meet AI models’ standards for authority and verifiability.

How commercial newswires fit today’s AI landscape

Commercial newswires once served mainly to reach journalists. Now they also circumvent newsroom bottlenecks by publishing client-approved content in near real time through established syndication agreements.

As discussed in Axia’s On Top of PR podcast episode on commercial newswires, this evolution allows brands to make verified information publicly available faster, which helps reporters and generative engines locate trustworthy material.

For additional context, see "Give your news maximum reach with newswires" and "What’s the difference between newswire and press release distribution wire agencies?"

Why accuracy and authority outweigh volume

AI systems favor sources that are transparent, factual, and easy to verify.

Trusted newswires provide:

• Structured metadata that clarifies organization names, locations, and topics.
  
  
• Permanent URLs and public archives that signal reliability.
  
  
• Editorial oversight that filters spammy or low-quality submissions.

These signals improve how generative engines interpret a company’s credibility. Still, earned media from independent outlets remains the dominant and most trusted influence on both human and machine perception.

Integrating newswire strategy into AI Relations℠

At Axia Public Relations, our AI Relations framework helps brands shape how generative engines discover and describe them.

Press release distribution is one component of that strategy — a way to publish verified, machine-readable content alongside earned coverage and thought-leadership initiatives.

Through Axia’s long-standing partnerships and purchasing volume, clients gain preferential access and pricing with trusted commercial newswires, maximizing reach and ROI without compromising credibility.

The bottom line

Earned media still rules AI citations, but trusted newswires amplify your reach and reinforce credibility when used strategically. Even a 1% influence can matter in a landscape where visibility, accuracy, and authority intersect.

Maximize your visibility in newsrooms and AI engines with Axia’s AI Relations℠ program, which includes professional press release distribution through trusted commercial newswires. Learn more →

FAQs

What kind of content do AI tools like ChatGPT or Gemini cite most?

AI models primarily cite earned media from credible news outlets, followed by press releases from trusted commercial newswires. Both offer structured, verifiable data, but earned media carries stronger authority signals that AI systems heavily favor.

Does posting a press release on my own website help with AI visibility?

Not significantly. Unless your site has high domain authority, releases posted only there rarely influence AI citations. Trusted commercial newswires offer broader indexing and verification.

Can smaller or regional companies benefit from this strategy?

Yes. Generative engines value structure and credibility over size. Consistent distribution through trusted commercial newswires can help regional brands gain national AI visibility.

What is AI Relations?

AI Relations is Axia Public Relations’ service for managing how generative AI systems interpret and represent your brand. It integrates earned media, thought leadership, and press release distribution to enhance AI visibility and accuracy.

Where can I learn more about optimizing press releases for AI discovery?

Explore Axia’s commercial press release newswire resources and AI Relations service for guidance on AI visibility and generative engine optimization.

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