United States

Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Your brand story is being told right now across generative AI platforms, but you might not know what they’re saying. When a procurement manager asks ChatGPT for vendor recommendations or an analyst prompts Claude to compare solutions in your category, each answer shapes perception and defines your market position. With traffic from AI search up 527% year over year, these conversations are a primary driver of brand visibility and discovery.

Line chart showing ChatGPT sessions outpacing Perplexity, Copilot, Gemini, and Claude from January 2024 to May 2025 (Source)

Traditional brand monitoring tracks mentions, sentiment, and reach across news and social media. AI brand monitoring goes deeper, revealing how large language models represent your brand when users seek information, the context surrounding those mentions, and whether the information is current and accurate. This matters because AI-generated responses increasingly influence purchase decisions, media narratives, and competitive positioning, often without leaving a visible trail in conventional analytics.

But the challenge goes beyond visibility. AI systems combine thousands of sources into a single narrative. If outdated pricing appears in training data, users accept it as fact. If competitors dominate relevant conversations across forums and news sites, AI platforms cite them instead of you. Understanding your AI footprint requires knowing which sources these systems reference, how they interpret your brand positioning, and where gaps exist in your narrative.

How to Build an AI Brand Monitoring Strategy

Key Features to Look for in AI Brand Monitoring Tools

Benefits of AI Brand Monitoring for Marketing Teams

AI brand monitoring simulates the questions your audience asks and tracks the information that surfaces in response. Think of it as continuous quality assurance for your brand's digital footprint, specifically focused on the sources and contexts that train AI models.

The monitoring workflow centers on three capabilities: aggregating the content that informs AI responses, interpreting the implications for your brand positioning, and flagging critical changes that require your attention.

Here’s a closer look at the different ways AI brand monitoring tools can help your team:

AI models learn from fragmented sources. A pricing discussion on Reddit, a LinkedIn post, and customer complaints in a forum you've never heard of all feed directly into how ChatGPT or Perplexity understands your brand. Monitoring isolated channels leaves blind spots that directly affect how AI represents you.

Meltwater dashboard showing keyword search results, mention metrics, a graph of geographic locations, and more (Source)

Meltwater's Media Intelligence platform consolidates 270,000+ news sources and 15+ social channels into a single monitoring stream. This eliminates data silos. Instead of stitching together reports from different tools to understand your complete AI exposure, you see the full ecosystem that shapes AI knowledge about your brand—news coverage, social conversations, community discussions, broadcast mentions—in one place.

Working from one unified view of your media footprint across all channels simplifies monitoring, eliminating the need to jump between tools and making it easier to spot trends, connect the dots, and see the full story of how AI systems are learning about and representing your brand.

Volume metrics can be misleading. Five hundred brand mentions sound impressive until you realize half are complaints about a discontinued product feature. AI analysis cuts through the noise to surface what matters: shifts in customer sentiment, which part of your positioning resonates, and where misinformation or outdated facts are circulating.

Mira processes incoming mentions to detect sentiment patterns, extract themes, and identify trending narratives. This helps you catch perception shifts before they solidify into the stories AI systems tell about you. While similar to AI-enhanced social listening and monitoring, Mira zeros in on what AI platforms surface to users.

Introducing Mira - The Power of Meltwater AI, Unleashed

Mira and Mira Studio help you turn patterns into executive-ready narratives, summaries, and recommendations your team can act on in seconds, without wrestling with complex dashboards or Boolean logic. They help you quickly understand what’s driving a spike, which topics or audiences are involved, and what it means for your brand, category, or competitors.

If you want to see how that looks in practice, you can step through it in our Mira Studio product tour.

Brand damage used to happen publicly through a negative review, a critical article, or social media backlash. You could see it coming and respond. AI-mediated reputation works differently. Someone asks Perplexity about vendors in your category, and you're either in the answer or you aren’t. 

The decision happens invisibly, based on information the model absorbed from across the web. The accuracy problem runs deep. According to Exploding Topics, over 40% of users reported inaccurate or misleading content in AI Overviews, suggesting that factual errors about your brand can spread without anyone flagging them through traditional channels.

Predictive alerts immediately notify you when something breaks from your established baseline—a Reddit thread gaining unusual momentum, sentiment dropping without an obvious trigger, or inaccurate information starting to circulate across multiple sources. Proactive alerts function as an early warning system, catching these patterns before they solidify into the narratives AI models learn and repeat.

That early detection window gives you time to correct misinformation, address emerging concerns, or capitalize on positive momentum while you still have options—before outdated or incorrect information gets baked into AI training data.

You are alerted when patterns break from the baseline, giving you critical lead time to investigate and respond while you still have options.

Implementation works best when you start with clear objectives and build infrastructure around them. Bolt-on monitoring without strategy produces dashboards nobody checks. Strategic implementation delivers intelligence your team uses.

Figure out what you're protecting or trying to improve. It could be your brand’s reputation. It could be competitive positioning. Or, maybe you need to make sure AI systems aren't citing outdated information about your products.

Different goals require different metrics:

Reputation means tracking sentiment trends and factual accuracy.

Competitive intelligence means measuring share of voice and how often you appear versus your rivals.

Content teams focused on AI content creation want to know which topics and formats attract AI citations.

Choose 3–5 KPIs that connect to what matters most to your business. When measuring perception, brand sentiment tracking establishes a baseline for comparing AI responses to traditional media coverage.

Platform selection depends on where your buyers conduct research. Enterprise software buyers may favor ChatGPT for vendor or AI brand discovery and Perplexity for deep-dive comparisons. Consumer brands may need visibility in Google's AI-generated summaries and shopping recommendations. B2B services companies may monitor Claude, given its adoption in professional services firms.

Start with two platforms where you have confirmed user activity, then expand based on baseline monitoring results. You may discover meaningful traffic from unexpected platforms or find that assumed priorities don't match actual user behavior. Let data guide expansion rather than monitoring everything simultaneously and learning nothing deeply.

AI monitoring delivers value when insights inform existing workflows rather than create new ones. Connect monitoring data to your content management system to identify which topics earn citations, feed competitive intelligence into monthly strategy reviews, and route factual corrections to the teams managing source material.

Most brands already monitor traditional channels. Adding AI visibility should enhance existing processes, not duplicate them. Embed AI visibility into your monthly brand health reviews to ensure these enhanced insights drive strategy.

Define alert criteria before activating monitoring. Not every mention warrants immediate attention, but certain patterns demand a rapid response: factual errors spreading across multiple sources, sudden sentiment shifts without apparent cause, and competitive claims going uncontested in high-visibility contexts.

Assign clear ownership for alert triage and response coordination. Designate a lead to interpret monitoring data, decide on actions, and mobilize teams. That role requires authority to escalate issues and to provide context to distinguish routine fluctuations from meaningful signals that require intervention.

Shopping for AI brand monitoring tools means cutting through the marketing hype to find capabilities that deliver. Some platforms excel at data volume but miss context. Others provide deep analysis on narrow datasets. 

ere's what actually matters when you're evaluating your options:

Multi-platform AI coverage and data sources

Your monitoring tool needs access to the content used to train AI models, not just the AI platforms themselves. This means crawling news sites, parsing social discussions, indexing podcasts, and tracking forum conversations across languages and regions.

Breadth is key. If your tool only monitors mainstream news and Twitter, you're missing Reddit threads, industry forums, and niche publications where detailed product discussions happen. AI models absorb all of it—your monitoring should too. When comparing brand tracking software, ask vendors specifically which sources they cover and how often they refresh data.

Advanced sentiment analysis and trend detection

Sentiment scores without context don't help much. You need tools that explain what's driving sentiment shifts and connect them to specific events, product releases, or competitor actions.

Trend detection separates reactive monitoring from strategic intelligence. Your tool should surface emerging conversation patterns before they become obvious. When a specific product feature sparks discussion across disconnected communities, that signal matters whether sentiment is positive or negative. Early awareness gives you time to amplify positive trends or address concerns before they calcify into the narratives AI systems repeat.

Competitive intelligence and benchmarking

AI platforms rarely present brands in isolation. When users ask for recommendations, multiple brands appear in the response. Your monitoring tool should reveal how often you appear, where you rank versus competitors, and which contexts favor your brand.

Competitive benchmarking reveals positioning gaps. Competitors may own “enterprise” conversations while you dominate “ease of use” discussions. This intelligence shapes content strategy, helping you decide whether to compete in their territory or double down on yours. Select a tool that visualizes these competitive dynamics without requiring manual analysis.

Real-time alerts and reporting capabilities

Alerts need intelligence built in. Volume spikes mean nothing without context explaining what changed and why it matters. The tool should distinguish routine fluctuations from meaningful shifts that require attention.

Reporting serves two audiences: practitioners who need operational details and executives who need strategic summaries. Your tool must handle both without forcing you to maintain separate dashboards.

When tracking LLM monitoring and AI visibility, reports should connect visibility metrics to business outcomes to demonstrate the strategic impact of AI monitoring to stakeholders.

Marketing teams face a new accountability gap. Leadership asks how the brand performs in AI search, but traditional metrics don't translate. AI brand monitoring closes that gap, delivering insights that connect directly to business outcomes.

Protecting brand reputation in AI conversations

According to PWC's 2024 Consumer Survey, 44% of surveyed consumers now trust AI to provide product recommendations. That means your brand reputation increasingly hinges on what AI systems say about you, not just what's on your website or pops up in traditional search results.

The problem is that AI might cite outdated information. For instance, outdated pricing or discontinued product information can continue to surface in AI responses long after you’ve updated your website. A consumer researching your company will get the wrong information and move on.

Monitoring catches these discrepancies: you see exactly what AI systems say about you, spot inaccuracies, and trace them back to the source so you can fix them. This matters especially since 80% of consumers surveyed express concerns about GenAI's future. Trust is fragile; accuracy builds it.

Gaining competitive intelligence advantages

AI responses reveal who owns which conversations in your space. Ask ChatGPT for marketing analytics platforms, and certain brands dominate the answer. That's not random, and it's increasingly consequential. GenAI will surface insights driving 1 in 5 new B2B product launches, making AI visibility a competitive requirement rather than a nice-to-have addition.

Monitoring shows where competitors appear, what positioning they're claiming, and where gaps exist. Maybe no one owns “AI-powered media monitoring for healthcare” yet. That's a potential opening for your brand.

Improving content strategy for AI SEO optimization

Content teams create hundreds of assets annually. Most get decent traffic, earn backlinks, and generate some leads. But few teams know which pieces actually influence how AI platforms understand and recommend their brand.

Monitoring reveals content ROI through an AI lens. Your case studies might perform well in traditional SEO, but never surface when AI systems recommend vendors. Your product documentation might be the only content AI platforms reference, making it disproportionately important despite modest web traffic.

These insights reshape editorial priorities. When you know which content formats and topics earn AI citations, you allocate resources accordingly. Stop guessing about AI SEO optimization. Measure actual AI engagement with existing assets. The right LLM tracking tools make this visibility data actionable by connecting AI citations directly to your content performance metrics.

Building entity authority that AI systems trust

AI platforms prioritize established entities with consistent information across authoritative sources. New brands face an uphill battle. Established brands can't coast on past recognition if the information ecosystem doesn't actively reinforce their positioning.

Authority building requires a systematic presence in the channels AI models consult: industry publications, professional associations, regulatory filings, academic citations, and reputable news sources. Monitoring tracks your authority footprint across these channels and identifies gaps where competitors lead.

This process involves coordinating guest bylines, participating in industry research, earning analyst mentions, maintaining Wikipedia accuracy, and ensuring press releases reach indexed newswires. And because authority compounds, brands that invest in authoritative presence now will dominate AI-mediated discovery for years.

You don't need perfect infrastructure to begin. Start with basic tracking to establish a baseline, then refine as you identify which signals matter most.

Three things matter when evaluating tools: 

Data coverage: The platform should access news publications, social platforms, forums, podcasts, and broadcast media. Narrow coverage means blind spots.

Analysis capabilities: You need sentiment interpretation, pattern detection, and competitive dynamics without manual work.

Workflow integration: Insights should flow into your existing toolkit without creating another platform to check.

Meltwater dashboard showing keyword search, mention metrics, trend visualization, and social media post preview (Source)

Meltwater's Social Listening & Analytics Suite consolidates traditional media tracking with AI-driven visibility, enabling teams to work from a single source rather than jumping between tools.

Start narrow. Track your company name, top two products, and your CEO if they're a public figure. Add 2–3 category terms for visibility that are generic enough to capture broad conversations but specific enough to filter out noise.

Run your campaign for three weeks before optimizing. Week one reveals obvious gaps. Week two identifies patterns. Week three confirms whether those patterns hold. Use this period to calibrate alerts, determine which sources matter, and understand where you stand relative to competitors.

Test how different phrasings surface your brand. The queries “Best social media management tools” and “AI-powered social media platforms” will yield different results. Analyzing those differences shows you where to focus your content.

In the AI era, AI press release optimization is reshaping how brands distribute news and how audiences discover it. Traditional SEO alone can’t guarantee visibility anymore—because LLMs don’t rank content based on keyword density. Instead, they evaluate announcements based on clarity, structure, factual accuracy, and how well each release fits into the broader knowledge graph they maintain.

Generative engines like ChatGPT, Gemini, and Claude rely heavily on the first 75–100 words of a press release to determine what it’s about, what’s important, and whether it should appear in response to a user query. Every entity—your company name, product line, executive title, date, location—helps AI verify the announcement and decide whether it deserves to be summarized, cited, or recommended.

This shift means press releases are now strategic building blocks of GEO, directly shaping brand visibility, narrative consistency, and authority inside AI systems. When optimized well, press releases strengthen how LLMs understand your organization, reduce misinformation, and increase the likelihood of citation in generative answers.

In this article, we’ll break down how generative engines interpret press releases—and how PR teams can optimize structure, language, and formatting to strengthen AI visibility and improve GEO performance.

Why Press Releases Need AI Optimization Now

How Do AI Search Engines Interpret Press Releases?

How to Optimize a Press Release for AI (Step-by-Step)

GEO Copywriting Best Practices for Press Releases

What Are Tools That Help Optimize Press Releases for LLMs?

Examples of AI-Optimized vs. Non-Optimized Press Releases

AI-Optimized Press Release Template (GEO-Ready)

Future Trends in AI Press Release Optimization

How Can Meltwater Help You Optimize Your Press Releases for LLMs?

Generative AI has changed how press releases work. Instead of being simply announcements for journalists or keyword assets for Google, they’re now data inputs that feed ChatGPT, Gemini, Claude, Perplexity, and other AI systems that now answer users’ questions directly. If your release isn’t clear, factual, and machine-readable, it may never make it into the AI knowledge graphs that shape brand visibility. Let’s take a closer look at why that is.

Instead of scanning for keywords as in traditional search, generative search engines read the full text of press releases, extract entities, interpret structure, and create concise summaries of the most important facts. The first 75–100 words shape how AI understands, ranks, and answers questions about the announcement. Clear, front-loaded information ensures the release is correctly interpreted and more likely to be cited in generative answers.

SEO is no longer enough: Press releases must be optimized for machine readability and factual clarity, not just search visibility.  AI engines need concrete facts, not hype.  An unstructured, low-substance press release that leans heavily on promotional language or vague phrasing—“industry-leading,” “innovative,” “cutting-edge”—performs poorly in LLM environments. Generative engines prioritize entities (company, product, executive names), context (why something is happening now, what changed), precision (dates, metrics, verifiable claims), and narrative clarity (how information is structured).

The way people search has changed dramatically. Users now ask generative engines direct, intent-rich questions, like “What’s the latest update from Brand X?” or “Which companies recently launched sustainability initiatives this quarter?” LLMs try to answer these queries from their internal knowledge graph, built from structured, credible, and entity-rich sources—including press releases. If your release is vague, lacking essential context, or hard for AI to parse, it won’t appear in these answers—even if your SEO rankings are strong.

Generative engines evaluate press releases as fact sets. AI press release optimization focuses on unambiguous naming (full organization, product, and executive names), contextual detail (why the announcement matters and how it fits into a bigger narrative), structured narrative clarity (a clean lead, scannable sections, and obvious hierarchy of information), credible signals (verifiable facts, authoritative links, consistent phrasing), and verifiable claims (metrics, dates, comparisons, external references). Brands that master entity clarity and structured storytelling rise to the top of generative answers—while ambiguous or hype-heavy releases fall away. 

Tip: Learn more about PR Pitch GEO optimization.

To understand how AI search engines interpret and surface press releases, it’s helpful to break down the key signals AI looks for.

Entity recognition (names, brands, products, people)

LLMs extract entities—company names, product lines, executives, locations, and events—and cross-check them against their existing knowledge graph. The clearer and more consistent your entities are, the more accurately the AI can understand and resurface your announcement. Missing or ambiguous entities make LLMs uncertain, lowering visibility.

AI analyzes what the announcement is fundamentally about: a launch, a partnership, a milestone, an earnings update, a policy change, etc. Then it matches that context to potential user intent. If your announcement addresses a likely question—“Which companies expanded their AI offerings this year?”—it has a higher probability of being included in generative outputs.

AI engines interpret structure as a signal of importance. A release with a strong lead, clear sections, bullets, data points, and labeled quotes is easier to summarize accurately. Messy or overly dense formatting increases the risk of missing key details in AI-generated responses.

LLMs surface announcements that appear reliable, factual, and consistent with known information. Promotional phrasing without substance reduces trust. Conversely, precise numbers, dates, citations, and authoritative claims increase the likelihood of accurate AI interpretation.

Generative engines validate your release by following links to high-authority sources:

The stronger and more credible your supporting materials, the more confidently an AI system can incorporate your announcement into its knowledge base.

As you optimize your press releases for generative engines, focus on clear entities, structured context, and verifiable details from the start. Here’s how.

Spell out your full company name, product names, and executive titles consistently throughout the release. Avoid abbreviations until after the first mention.

Provide context early in the headline and lead

Generative engines often reuse your opening sentence as the summary. Make sure it includes the who, what, and why—not vague statements.

AI deprioritizes generic or “business as usual” updates. Emphasize the novelty: a product launch, milestone, acquisition, scientific breakthrough, new data, or strategic initiative.

Include essential facts in the first 75 words

People skim. AI skims faster. The lead should contain the announcement, the entities, and the significance—no buildup required.

Unverifiable claims lower credibility signals in LLM evaluation. Back up data points with links, references, or clear metrics where possible.

Use structured formatting AI engines can parse

Short paragraphs, bullet lists, bold labels, and clearly attributed quotes help LLMs interpret the hierarchy and meaning of information.

Follow these seven steps to ensure that LLMs can accurately read your press releases.

Your headline should clearly communicate who is doing what and the outcome. AI engines use headlines as the first signal for summarization, so avoid vague or promotional phrasing.

Optimized: “Meltwater Launches GenAI Lens to Help Brands Analyze Real-Time Online Conversations Using Large Language Models”
Non-optimized: “Industry Leader Launches Revolutionary Platform”

Generative AI relies heavily on the lead for summarization, so clarity here ensures accurate interpretation and citation.

Structure improves readability for both humans and AI:

Provide AI with explicit signals of importance:

Consistently formatted contact information


6. Include supporting materials for AI context

Boost credibility and context with links and references:

Generative engines consider source credibility when indexing content. Make sure to:

Include earned media mentions where possible

Amplify across social and owned channels to strengthen trust signals

Following best practices ensures your announcements are clear, credible, and discoverable in AI-driven search results.

AI Press Release Optimization: How To Optimize Press Releases for GEO

In the AI era, Generative Engine Optimization (GEO) is transforming how brands are discovered and evaluated. Unlike traditional search engines that rely primarily on keywords, large language models (LLMs) form their understanding of brands based on credible third-party sources. Every news article, analyst report, or trade feature contributes to the AI’s knowledge graph, shaping what it knows and what it recommends.

This shift means that earned media is a key strategic asset that directly influences your credibility, narrative, and visibility in AI-generated answers. As a result, earned media and GEO now go hand in hand.

In this article, we’ll explore how earned media influences generative engines and how PR teams can leverage it to strengthen AI visibility.

What Counts as Earned Media in the AI Era?

How Earned Media Boosts LLM and Generative Search Visibility

How to Build a GEO-Ready Earned Media Strategy

Common Mistakes That Undermine GEO Efforts

Generative Engine Optimization (GEO)

How to Build an AI Brand Monitoring Strategy

AI Press Release Optimization: How To Optimize Press Releases for GEO

The Importance of Earned Media for GEO

Best LLM Tracking Tools for Marketing Teams (2026 Guide)

What is Generative Engine Optimization (GEO)? & How to Do It

Discover LLM-Driven Brand Perception with GenAI Lens

Generative Engine Optimization (GEO)

How to Build an AI Brand Monitoring Strategy

AI Press Release Optimization: How To Optimize Press Releases for GEO

The Importance of Earned Media for GEO

Best LLM Tracking Tools for Marketing Teams (2026 Guide)

What is Generative Engine Optimization (GEO)? & How to Do It

Discover LLM-Driven Brand Perception with GenAI Lens

Interested in learning how Meltwater can help you? Fill out the form to learn more.