Written by Lucia McCabe

A great tool used to launch a new product, share a milestone, or communicate an upcoming event, the media release has long been the centrepiece of many earned strategies.  

However, in our 25 years of operation, the landscape has never shifted so dramatically. The introduction of AI is not only reshaping how we do things, but how we discover, distribute and consume information.  

While the media release may no longer be the hero asset of a campaign, it plays a critical role as one of the most trusted sources of information.  

When written with both human and machine in mind, the media release is a powerful tool for amplification.

The new rules of getting noticed  

Until recently, earned media was all about securing coverage through traditional PR efforts, pitching stories to journalists, cultivating relationships, and prioritising SEO.  

Now, the same piece of content is helping brands to enhance their visibility across AI platforms. 

When hosted online, media releases become a valuable digital asset that AI algorithms can crawl, extract information from, and use to shape how your brand is represented. Publishing recent announcements on official websites or reputable platforms can help large language models (LLMs) to prioritise your content and amplify reach.  

This is particularly important given that each AI platform leans on different sources, favouring structured content from official sites, major news outlets, and widely linked pages.  

A recent Mumbrella article focused on the shifting nature of SEO, with Google having less than 90 per cent of all search traffic for the first time since 2015. As audiences increasingly turn to AI tools for discovery and validation, if your earned strategy hasn’t evolved to account for this shift, you’re likely missing out on key opportunities.  

Media requirements have also changed 

Let’s not forget the impact of AI on today’s working journalists. They’re working with fewer resources, tighter deadlines, while simultaneously combating rising trust issues.  

If your media campaign doesn’t meet the shifting needs of media or communicate a strong angle, it risks being filtered out or simply being left behind.  

When crafting a compelling story, we ensure our clients have the complete news pack. This goes beyond the hero asset of a media release to include valuable data, interesting case studies, and credible spokespeople who can speak to broader trends, not just their internal organisation.  

Where to from here? 

From our experience, the best modern-day media strategies combine sharp storytelling, AI-driven targeted pitches and purposeful amplification. They’re built for discoverability and should be accompanied by plans to strengthen coverage through owned channels such as eDMs and social media. 

At IMPACT, we’re working closely with clients to ensure their approach is evolving with the times, helping them to understand how they can be found in an AI-driven environment with our custom AI benchmark.   

By embracing the role of AI, you’ll not only improve your chances of coverage, but build stronger, more consistent visibility for your organisation in a fiercely competitive media environment. 

If you’re interested in leveraging AI as part of your earned media strategy, contact Lucia McCabe at  lucia@impactagency.com.au.