How to Prepare Your Press Release for AI Search

AI search is adding another way for people to discover business information. Alongside browsing websites and reading news, people can ask questions and receive summaries with links to supporting sources.

For businesses and PR agencies submitting to PressPortal, this makes clear, accurate communication especially useful. Your announcement should explain what has happened, why it matters and where readers can verify the details.

There is no formula that guarantees an AI citation. However, preparing a useful press release gives journalists, potential customers and search services better information to work with. This guide explains what to include before submitting your next announcement.

Understand what an AI citation means

An AI citation is a reference or link to a source used to support an AI-generated answer. A brand mention without a supporting link is different, and neither automatically produces a website visit or an enquiry.

A reader might ask about a business expansion, a new service or developments in a particular industry. An AI search service may consult relevant web pages when preparing its response, although the sources it uses depend on the service and the question.

Google’s published guidance says established SEO practices remain relevant to its AI search features. It does not require special AI markup, and eligibility does not guarantee inclusion. developers.google.com

The practical priority for PressPortal contributors is to publish information that answers real questions clearly and can withstand scrutiny.

Start with a specific announcement

Before writing, identify the actual news. Has your organisation opened a branch, launched a product, published research, appointed someone or reached a significant milestone?

Give the reader a concrete development to understand. Broad claims about excellence or innovation provide little information on their own.

Your headline should identify the organisation and the announcement. Include a location or relevant detail when it helps explain the story.

Hypothetical example

Vague headline:
Local business announces exciting expansion

More informative headline:
Example Logistics opens Gqeberha depot to serve Eastern Cape businesses

The second headline tells readers who is involved, what has happened and where. Its value comes from the information it contains.

Avoid adding phrases such as “best”, “leading” or “first” unless you can substantiate them.

Put the essential facts in the opening paragraph

A reader should understand the announcement without working through several paragraphs of company background.

Use the opening paragraph to explain who, what, where and when, then introduce why the development matters.

Continuing the hypothetical example:

Example Logistics opened a depot in Gqeberha on 1 October 2026 to provide collection and delivery services for business customers in the Eastern Cape. The company says the facility will initially serve Gqeberha and Kariega.

This opening distinguishes an event that has happened from the company’s stated service plans.

For Southern African announcements, be precise about geography. A service available in Gauteng should not be described as available nationally. If an announcement covers several countries, name the relevant markets.

Spell out unfamiliar abbreviations when first used, and state currencies clearly when reporting financial figures.

Provide evidence for important claims

A press release becomes more useful when readers can understand the basis of its claims.

Depending on the story, supporting information might include a launch date, a defined service area, research findings, an investment amount or a measurable project result.

For every statistic, check:

• Source: Who produced the figure?
• Period: When was it measured?
• Scope: Which customers, locations or activities does it cover?
• Basis: What does the comparison or calculation actually show?

“Delivery times improved by 20%” is incomplete without a baseline and measurement period. If the result comes from your own operational records, say so.

Link to supporting reports or official information where available. Use descriptive link text so readers know what they will find.

Do not invent data to make an announcement appear more substantial. A straightforward, verified fact is more useful than an impressive claim that cannot be checked.

Use quotes that explain decisions

A good quote adds insight from someone involved in the announcement. It might explain why a location was chosen, what customers need or how the organisation intends to address a problem.

Name the spokesperson and provide their current role. Confirm their approval before submission.

Avoid filling the quote with generic enthusiasm or repeating the opening paragraph. Ask whether the spokesperson contributes something readers could not learn from the factual description alone.

Customers and partners should be named only with appropriate permission. Attribute opinions and expectations clearly, particularly when discussing projected results.

Make the release easy to read

Use short paragraphs and descriptive subheadings where the story needs them. Group related information together, and use bullet points for details such as service areas or event arrangements.

A short key facts list can help with a complex announcement, but every release does not need one. Keep important facts in readable text rather than placing them only inside an image or attached document.

For PressPortal submissions, check that the organisation’s name is consistent throughout the release. Include a concise company background section and an appropriate media contact who can answer questions.

Choose an image that helps explain the announcement. Provide an accurate caption and credit where relevant, and confirm permission to publish it. Any caption, image description or alternative text you supply should describe the image accurately.

Keep dates and published information accurate

Publication dates and event dates serve different purposes. A release published today may describe an opening next month or report on an event that took place last week.

Use explicit dates when timing matters. Phrases such as “today” and “next month” become less clear when a release is read later.

If material information changes after publication, arrange a correction or publish a substantive follow-up through the appropriate PressPortal process. Preserve the distinction between the original announcement and the update.

Keep details consistent across your PressPortal submission, company website and other published versions. Check spokesperson titles, financial figures, locations and contact details before distribution.

Update information because it has changed or needs correction. Changing a date alone does not make an old announcement new.

Review your PressPortal submission

Before submitting, confirm that:

• The headline identifies the news and avoids unsupported claims.
• The opening explains the announcement with relevant dates and locations.
• Figures have a clear source, measurement period and scope.
• Quotes are approved and attributed to named spokespeople.
• Company details and media contacts are accurate.
• Supporting links work and lead to relevant information.
• Images have publication permission and appropriate captions or credits.
• The content agrees with other official versions of the announcement.

Contributors should focus on the accuracy and quality of their submission. Website settings, structured data and indexing are separate publishing matters; do not add technical code to your release unless specifically requested.

Assess the results against your objectives

Decide what success means for the announcement: relevant readership, media enquiries, referral visits, customer interest or another business objective.

If you monitor AI answers, distinguish mentions, citations and visits. Keep a record of the questions tested and the dates checked. A single response gives a limited view and should not be treated as proof of wider visibility.

When preparing your next PressPortal submission, begin with a clear news event, support your claims and give readers enough context to understand the significance. Those habits make your release useful wherever people encounter it.