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AI isn’t just changing the press release—it’s rewriting the rules of discovery.
Every week, I talk shop with David McInnis, the founder of PRWeb. Lately, it feels like we’re reliving 2005. Back then, search engines disrupted the newswire. Today, AI is doing it again—but with a much more radical twist.
Most organizations still treat news releases like fire alarms—used only when something big happens.
A product launch. A funding round. A partnership. An award.
The release goes out, gets picked up, and then the newsroom goes quiet until the next “real” announcement.
Shortly after Lifordi Immunotherapeutics issued its Reportable News Release, something interesting happened.
The release started showing up as a cited source in AI-generated answers about the company — including results from Microsoft Copilot and ChatGPT.
That is a big deal…..
“Should I stay or should I go?” was the binary choice of the ’80s.
Today’s communicators face a different question:
Should I publish… or should I wait?
Most teams treat publishing a news release as the finish line. In reality, it’s the beginning of the distribution cycle. The first 24–72 hours after launch often determine whether a release quietly exists online or becomes a meaningful driver of visibility,…
A simple question- “Are there any public relations awards events in Boston?”- now does more than return a list of events. The result is revealing and instructive for communications and marketing professionals: AI tools like Chatgpt and Google AI are not just…
MI built my career working at the major newswires. The pricing model was simple: charge by the word. Roughly $1,000 for the first 400 words plus about $150 for every additional 100 words- or even a fraction. That structure shaped behavior in a major way. Companies….
