{"id":3082,"date":"2025-09-15T15:35:31","date_gmt":"2025-09-15T15:35:31","guid":{"rendered":"https:\/\/sistering.lv\/?p=3082"},"modified":"2025-11-02T16:45:44","modified_gmt":"2025-11-02T16:45:44","slug":"press-releases-of-the-era-from-headline-to-publicity","status":"publish","type":"post","link":"https:\/\/sistering.lv\/en\/preses-relize-mi-laikmeta-no-virsraksta-lidz-publicitatei\/","title":{"rendered":"Press release in the AI era \u2013 from headline to publicity"},"content":{"rendered":"<p><strong>The press release is often considered an outdated tool, we often hear the question of whether it is even needed anymore. But in fact, today it plays an even more important role.\u00a0<\/strong><\/p>\n<p><strong>Not only the media, but also search engines and artificial intelligence (AI) tools use press releases as a reliable source of information to create news, responses and summaries.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we&#039;ll take a step-by-step look at each of the key steps that make up a press release, as well as common mistakes and how the release fits into the <a href=\"https:\/\/sistering.lv\/en\/content-marketing\/\" target=\"_blank\" rel=\"noopener\">content marketing<\/a> in the strategy, looking at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating a headline \u2013 how to get it noticed and understood?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The main part of the content and message \u2013 how to present the essentials clearly and structured?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conclusion and contact information \u2013 how to make the release useful for journalists and the audience?<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-3093\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/ka-uzrakstit-preses-relizi-300x200.jpg\" alt=\"How to write a press release?\" width=\"458\" height=\"305\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/ka-uzrakstit-preses-relizi-300x200.jpg 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/ka-uzrakstit-preses-relizi-768x511.jpg 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/ka-uzrakstit-preses-relizi-18x12.jpg 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/ka-uzrakstit-preses-relizi.jpg 854w\" sizes=\"(max-width: 458px) 100vw, 458px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">What is a press release?\u00a0<\/span><\/h2>\n<p><b>Press release<\/b><span style=\"font-weight: 400;\"> (English: <\/span><i><span style=\"font-weight: 400;\">press release<\/span><\/i><span style=\"font-weight: 400;\">) is an official announcement to the media about important news \u2013 company achievements, new products or services, events, investments or other significant changes. It is structured, concise and fact-rich information that serves as a reliable source for journalists and the public.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The press release still retains its importance. It is one of the forms that media and journalists use as a reliable source to select the most valuable news.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If a message is well written, it can end up not only in the media, but also in Google results and AI responses, meaning that a press release can be a springboard for much broader publicity.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3100\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/kas-ir-preses-relize-1-300x200.jpg\" alt=\"press release for the company\" width=\"446\" height=\"297\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/kas-ir-preses-relize-1-300x200.jpg 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/kas-ir-preses-relize-1-768x511.jpg 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/kas-ir-preses-relize-1-18x12.jpg 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/kas-ir-preses-relize-1.jpg 854w\" sizes=\"(max-width: 446px) 100vw, 446px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Why do companies need a press release in the AI era?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Companies primarily need a press release because it is no longer considered just a classic PR tool. Today, it also serves as an authoritative and structured source of information, used by artificial intelligence search engines and generative systems to obtain reliable information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that a well-prepared press release can also become a direct source in AI answers, such as ChatGPT or Google AI Overview, which people are increasingly using to search for information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on <\/span>PR Newswire<span style=\"font-weight: 400;\">, AI systems prefer content that is clearly structured and verifiable. This is exactly the format of a press release \u2013 with a headline, introduction, facts, quotes and official details. This allows algorithms to quickly identify the most important and select releases as reliable sources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, press releases also help with SEO visibility. Strategically crafted releases that use the right keywords, metadata, and localized content appear more often not only in Google searches, but also in AI-overview sections and generative answers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the same time, experts warn that a simple, AI-generated release without a human perspective, precise details, quality quotes, and contact information may not fulfill its purpose. AI tools prefer content that is authentic, verifiable, and has real human-generated value.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3098\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-uzrakstisana-300x200.jpg\" alt=\"What is a press release?\" width=\"469\" height=\"312\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-uzrakstisana-300x200.jpg 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-uzrakstisana-768x511.jpg 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-uzrakstisana-18x12.jpg 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-uzrakstisana.jpg 854w\" sizes=\"(max-width: 469px) 100vw, 469px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Press release structure step by step<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The structure of a press release should reflect the essentials, and the most important things should be said right away, in the so-called \u201cinverted pyramid principle\u201d.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3096\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-300x200.png\" alt=\"press release structure - inverted pyramid principle - sistering\" width=\"738\" height=\"492\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-300x200.png 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-1024x681.png 1024w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-768x511.png 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-1536x1022.png 1536w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1-18x12.png 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-struktura-1.png 1708w\" sizes=\"(max-width: 738px) 100vw, 738px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">How to create a press release headline?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The headline of a press release is the first point of contact with the reader \u2013 it either grabs attention or gets ignored. For a headline to work, there are a few key principles to follow:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The optimal length of the headline is 5-7 words. Short, but expressive enough to convey the essence of the message.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The title should be appealing and related to the content of the release. It is necessary that the title clearly indicates what is new and what the story is about.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The headline should be strong enough to grab attention quickly.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It is essential that the headline is accurate regarding the content of the post and free from unnecessary generalizations.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3099\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-300x200.png\" alt=\"press release headline example\" width=\"713\" height=\"475\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-300x200.png 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-1024x681.png 1024w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-768x511.png 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-1536x1022.png 1536w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers-18x12.png 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-virsraksta-piemers.png 1708w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Press release content and main body of the news<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The introduction should be concise \u2013 ideally no more than 50 words. This is where you say the most important thing in the press release. This is followed by the body text, which details the information, provides background information, and explains why this news is important.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To prevent your release from sounding like a dry list of facts, it&#039;s important to include quotes. For example, they can be from a company executive, expert, or partner. Quotes add a human perspective and allow you to express emotions or opinions that you wouldn&#039;t put in a dry facts section.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is important that quotes are not formal. <\/span><i><span style=\"font-weight: 400;\">\u201cWe are pleased\u2026\u201d<\/span><\/i><span style=\"font-weight: 400;\">, but would provide additional value to the reader, for example, \u201cWith this product, we want to reduce customer costs by 30%\u2026\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The text should be simple and clear. Avoid bureaucratic sentences and empty clich\u00e9s. The main goal of the release should be to inform, not to sell, and it should be understood that advertising language repels the media.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3095\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-300x200.png\" alt=\"press release sample\" width=\"762\" height=\"508\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-300x200.png 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-1024x681.png 1024w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-768x511.png 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-1536x1022.png 1536w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs-18x12.png 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-paraugs.png 1708w\" sizes=\"(max-width: 762px) 100vw, 762px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">6 most common mistakes in writing press releases<\/span><\/h2>\n<ol>\n<li><span style=\"font-weight: 400;\"> Too long and complicated text. <\/span>If a release is longer than one page or consists of long, bureaucratic sentences, journalists are unlikely to finish reading it.<\/li>\n<li>Verbosity and clich\u00e9s. Phrases like <i>\u201cunique solution\u201d, \u201cworld-class product\u201d, \u201cadded value\u201d<\/i> sounds like an advertisement, not a message.<\/li>\n<li>Inappropriate visual materials. The press release should be accompanied by horizontal, high-quality photo media for use.<\/li>\n<li>Spelling, typographical, and punctuation errors<\/li>\n<li>\u201cI\u201d and \u201cwe\u201d form. The press release should be written in the third person: <i>\u201cthe company launched a new product\u201d<\/i>, not <i>&quot;we discovered&quot;<\/i>.<\/li>\n<li>Unprofessional sending. The release should not be sent without a cover text or with a subject <i>\u201cPress release\u201d<\/i> \u2013 The subject line should indicate the essence of the message, and the email should include a short introduction.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3097\" src=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-300x200.png\" alt=\"how to send a press release\" width=\"709\" height=\"473\" title=\"\" srcset=\"https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-300x200.png 300w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-1024x681.png 1024w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-768x511.png 768w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-1536x1022.png 1536w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers-18x12.png 18w, https:\/\/sistering.lv\/wp-content\/uploads\/2025\/09\/preses-relizes-sutisana-piemers.png 1708w\" sizes=\"(max-width: 709px) 100vw, 709px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Press release as part of a content marketing strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A press release can be reused across multiple channels related to content marketing:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">publish in the \u201cNews\u201d section of the website,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">convert into a blog post,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">adapt to social media,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">use in email marketing.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">It becomes the basis for several communication activities and strengthens the brand&#039;s reputation in the long term, serving as documented evidence of the company&#039;s activities and achievements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, a press release is not just about delivering news, but also about building relationships with the people for whom the news is important. <\/span><\/p>\n<p><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><\/p>\n<p><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><\/p>\n<p><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Preses rel\u012bze bie\u017ei tiek uzskat\u012bta par novecoju\u0161u r\u012bku, m\u0113s bie\u017ei dzirdam jaut\u0101jumu, vai to visp\u0101r v\u0113l vajag. Ta\u010du paties\u012bb\u0101, \u0161odien, t\u0101 sp\u0113l\u0113 v\u0113l b\u016btisk\u0101ku lomu.\u00a0 Ne tikai mediji, bet ar\u012b mekl\u0113t\u0101jprogrammas un m\u0101ksl\u012bg\u0101 intelekta (MI) r\u012bki izmanto preses rel\u012bzes k\u0101 uzticamu inform\u0101cijas avotu, lai veidotu zi\u0146as, atbildes un kopsavilkumus. \u0160aj\u0101 rakst\u0101 soli pa solim apskat\u012bsim [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-3082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bloga-raksts"],"acf":[],"_links":{"self":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/3082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/comments?post=3082"}],"version-history":[{"count":8,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/3082\/revisions"}],"predecessor-version":[{"id":3122,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/3082\/revisions\/3122"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/media\/3101"}],"wp:attachment":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/media?parent=3082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/categories?post=3082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/tags?post=3082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}