Press releases are one of the fastest ways to get your business recommended by AI search tools like ChatGPT, Claude, and Perplexity. A single well distributed press release can place your business name across 100+ trusted news sites in 24 hours. And those are exactly the kinds of sources AI tools rely on when deciding who to recommend.
Why press releases matter for AI visibility
Here's the stat that explains everything: 68% of AI citations come from third party sources, not from a business's own website. AI tools don't just look at what you say about yourself. They look at what the rest of the internet says about you.
Press releases create exactly these third party mentions. When you distribute a press release through a service like EIN Presswire or PR Newswire, it gets published on news outlets that AI models already trust. Google News, Bing News, Apple News, Yahoo Finance, and dozens of industry specific outlets.
Each publication becomes a separate, independent mention of your business. And when AI tools see multiple trusted sources all saying positive things about the same business, they become confident enough to recommend it by name.
How AI tools process press releases
AI models like GPT and Claude are trained on vast amounts of web data. News sites and wire services are among the highest trust sources in that training data. When your press release appears on these sites, the AI learns three things about your business: what you do, where you operate, and that you're credible enough to be featured on news platforms.
This is fundamentally different from SEO. With SEO, you optimise your own website and hope Google ranks it. With press releases for GEO, you're building a web of trusted mentions that AI tools actively seek out when forming recommendations. PR Newswire has even launched a dedicated AEO and GEO report to help businesses measure their AI brand visibility through press distribution.
What makes a press release work for GEO
Not all press releases are created equal when it comes to AI visibility. The ones that work best follow a specific pattern.
Be specific about what you do and where
AI tools respond to specific queries like "recommend a plumber in Manchester" or "best dentist in Bristol." Your press release needs to clearly state your trade, your location, and what makes you different. Vague corporate language gets ignored.
Include concrete numbers
Research shows that swapping vague claims for specific statistics results in a 32% increase in AI citation rates. Instead of "we provide reliable service," say "we've completed 500+ jobs with a 4.8 star average rating." AI models treat concrete figures as high trust signals.
Use quotes with attribution
Properly attributed quotes in press releases receive a 41% boost in citation visibility from AI models. Include a quote from the business owner or a satisfied customer. AI treats attributed quotes as evidence of real human involvement, which increases trust.
Choose full authority distribution
There's a big difference between a press release published on one site and one published across 100+ outlets. Full authority distribution creates the volume of mentions that AI tools need to build confidence. A starter release on a single site is better than nothing, but full distribution is what actually moves the needle.
The economics of press releases for small businesses
Most small business owners assume press releases are expensive. They used to be. But modern distribution has brought the cost down dramatically.
A full authority press release distributed across 100+ news sites costs roughly £50 to £60 through services like EIN Presswire. That's less than a single Google Ads click in some industries. And unlike a Google ad that disappears when you stop paying, a press release stays published permanently. Those news articles continue to feed AI training data for months or years.
Compare that to what GEO agencies typically charge. Most competitors price press release distribution at £500 to £2,000 per release as part of their packages. The actual cost is a fraction of that.
How quickly do press releases affect AI visibility?
This depends on the AI tool. Some update their knowledge more frequently than others.
Perplexity searches the web in real time, so it can pick up your press release mentions within days. Google AI Overviews draw from Google's constantly updated index, so they're also relatively fast. ChatGPT and Claude update their training data periodically, so it may take weeks or a few months before they start recommending you based on press coverage.
This is why acting early matters. The businesses that get their press releases out now will be the ones AI tools recommend by default once the next training update happens. Waiting means your competitors get there first.
Press releases vs other GEO tactics
Press releases aren't the only GEO tactic, but they're the fastest. Here's how they compare to other approaches.
| Tactic | Speed | Cost | Impact |
|---|---|---|---|
| Press release (full authority) | Days to weeks | £50–60 per release | High |
| Directory listings | Weeks to months | Free to £50/year | Medium |
| Review building | Months | Free | Medium to High |
| Blog content | Months | Free (time investment) | Medium |
| Schema markup | Weeks | One time setup | Low to Medium |
The ideal approach is to combine press releases with the other tactics. But if you're going to do one thing first, a full authority press release gives you the biggest immediate boost.
What to do next
If you want to test whether press releases work for your business, start with one. Write it focused on your trade, your location, and what makes you stand out. Distribute it through a full authority service. Then wait two to four weeks and search for yourself on Perplexity and ChatGPT.
Or let us handle it. FastGEO's GEO Kickstart package includes a full authority press release distributed across 100+ news sites, plus an audit of your current AI visibility — for £397. We write it, distribute it, and track the results. Get in touch and we'll show you exactly where you stand today.