AI can help PR teams move faster without sacrificing accuracy or tone. Used well, it turns a messy brief into a clean first draft, suggests compelling angles, and personalizes outreach to journalists. Used poorly, it risks errors and trust. This guide shows how to apply AI in press releases with clear guardrails so you ship news that is accurate, newsworthy, and easy for reporters to cover.
Think of AI as a drafting and decision support layer. It accelerates repetitive work and surfaces options, while you provide judgment, facts, and approvals. The goal is not to automate your voice, it is to scale it.
AI is only as good as the inputs and the rules you give it. Establish baseline standards so outputs are safe, consistent, and on brand. Define your voice, clarify factual sources, and decide what AI can and cannot invent. Your review remains mandatory. Treat AI as assistive, not authoritative.
Create a lightweight policy that covers brand voice guidelines, approved sources, mandatory fact checks, personally identifiable information handling, legal review triggers, and embargo discipline. Make it clear that AI never fabricates data or quotes. Every quote must be approved by the attributed speaker or their comms lead.
The fastest path to quality is a structured brief. AI thrives on clarity and constraints. When you give it the who, what, when, where, why, and proof points, it can assemble a coherent narrative that you can refine.
Capture the essentials once, then reuse them across the release, the pitch, and social copy. Include facts, not marketing fluff. Add links to source documents so the model can anchor to truth if your tool supports references.
Simple prompts create simple results. Specificity gets you closer to publishable copy. Give the model role, format, and success criteria.
Quotes should add perspective or context that only your spokesperson can provide. Use AI to polish, not to invent. Feed it the real thoughts from prep calls or briefing docs, then ask it to tighten for clarity. Always route final quotes for approval. Avoid generic phrases that any company could say. Add a concrete result, a specific customer type, or a next step.
Releases must serve two audiences, searchers and reporters. AI can help balance both. It can draft a clean structure that follows the inverted pyramid, then add metadata that improves discoverability on your newsroom and in search.
Ask AI to include a clear dateline, a lead that explains the news in one sentence, concise body copy with one or two proof points, an About section that is consistent across your company, and current media contact information. Then request a short meta title, a meta description under 160 characters, and a suggested URL slug. Keep jargon light and facts checkable.
Most coverage still comes from targeted outreach. Use AI to convert the press release into tailored pitches that respect each journalist’s beat and past work. Create 50 to 100 word email bodies that reference relevant articles and explain why the news fits now. Generate three subject line options, then A or B test on small batches. For local markets, ask AI to localize the first sentence and swap in city specific data if available.
Journalists prefer assets they can use immediately. Ask AI to recommend supporting visuals and file types, then attach originals in your newsroom. Include high resolution logos, product images, b roll, and captions. Have AI draft alt text and concise captions that describe what is in the frame. If you publish a video, include a transcript for accessibility and faster quoting.
Combine owned, earned, and paid channels. Publish on your newsroom first, then share via wire if appropriate, then pitch directly. Use AI to generate a concise summary for executives and sales, plus short posts for LinkedIn and X that link back to your newsroom page. Add UTM parameters to all links and define your success metrics. Track pickup, referral traffic, search queries, and assisted conversions. After the campaign, have AI synthesize coverage and sentiment into a one page report with links and key excerpts.
Trust is the asset. Make accuracy non negotiable. Never let AI fabricate customers, statistics, or quotes. Verify data against original sources. Respect privacy and embargoes. Watch for unintentional bias in language, especially in hiring, health, or financial contexts. If AI contributed materially to writing, follow your organization’s disclosure standard. Your approval path should include legal for regulated claims and security for any sensitive information.
When the brief is ready and quotes are approved, this is a quick path to publish. Keep the human in control at every step.
Choose tools that slot into your workflow and protect your brand. Prioritize accuracy, permissions, and collaboration.
WorldPress Platform helps PR teams draft and polish releases in minutes. Feed in a structured brief, generate a clean draft, refine quotes, and export tailored pitches, all with built in voice control and review checkpoints. You keep the judgment and approvals. AI handles the busywork so you can focus on relationships and story quality.
Write your press release for free now with AI using WorldPress Platform.
