How to use AI for press release writing?

Why AI-Powered Press Release Writing Matters

Press releases remain critical for earned media, but they're time-consuming to write well. AI can handle structural drafting, research synthesis, and formatting—freeing your team to focus on strategy, media relationships, and newsworthiness. The best approach combines AI efficiency with human editorial judgment.

Step-by-Step Process for AI Press Release Writing

1. Prepare Your Input Brief

Before using AI, gather:

• Announcement details: What's the news? (Product launch, partnership, funding, hire, etc.)
• Key quotes: 2-3 quotes from executives or stakeholders
• Supporting facts: Numbers, dates, context, competitive differentiation
• Boilerplate: Your company description (copy from previous releases)
• Target audience: Who should care about this news?
• Call-to-action: Website link, demo signup, media contact

2. Choose Your AI Tool

General-Purpose AI (Best for Control & Customization)

• ChatGPT Plus ($20/month): Fastest for one-off releases; good for iteration
• Claude (free or Claude Pro): Excellent at tone consistency; handles longer context
• Gemini Advanced ($20/month): Integrates with Google Workspace

Press Release-Specific Platforms (Best for Distribution)

• Cision ($500-2,000/month): AI drafting + media database + distribution
• eReleasesonline ($299-699): AI writing + newswire distribution
• PRWeb ($149-599): Automated formatting + SEO optimization
• Notchup: AI-first platform with distribution built in

3. Craft Your AI Prompt

Use this template for best results:

```

Write a press release for [Company Name] announcing [What].

Key details:

• Announcement: [2-3 sentences on the news]
• Why it matters: [Business impact or customer benefit]
• Key quote: "[Executive quote]"
• Supporting facts: [Numbers, dates, context]
• Company boilerplate: [Your standard description]
• Target audience: [Who cares about this?]
• Tone: [Professional/conversational/technical]

Format as a standard press release with headline, subheading, body, and boilerplate. Make it newsworthy, not promotional.

```

4. Edit for Brand Voice & Newsworthiness

AI drafts are 70% there, but require human refinement:

Headline: AI often over-explains. Tighten to 10-12 words max. Test if a journalist would click.

Lede (first paragraph): Ensure it answers Who, What, When, Where, Why in 2-3 sentences. AI may bury the lead.

Quotes: Verify they sound natural and add perspective (not just praise). AI-generated quotes often lack personality.

Newsworthiness: Remove marketing jargon. Ask: "Would a reporter care?" If it reads like an ad, rewrite.

Links & CTAs: Ensure URLs are correct and relevant. AI may hallucinate links.

5. Optimize for Distribution & SEO

• Keywords: Add 2-3 relevant keywords naturally (AI often misses this)
• Length: Keep to 400-600 words for wire distribution
• Formatting: Use short paragraphs (2-3 sentences) for readability
• Media contact: Add at the end with name, email, phone

Real-World Workflow Example

Scenario: Announcing a Series B funding round

1. Input brief (10 min): Gather funding amount, lead investor, use of funds, founder quotes
2. AI draft (2 min): Paste into ChatGPT with template prompt
3. First edit (15 min): Tighten headline, verify quotes, remove hype
4. Newsworthiness review (10 min): Ensure it's news, not marketing
5. Final polish (10 min): Brand voice, links, media contact

Total time: ~50 minutes (vs. 2-3 hours manually)

Common Mistakes to Avoid

• Publishing AI drafts unedited: They lack personality and often sound generic
• Forgetting the news angle: AI excels at structure but may miss what makes this announcement unique
• Weak quotes: AI-generated quotes are often bland. Always use real executive quotes
• Over-optimization: Don't let AI turn your release into keyword stuffing
• Skipping media relationships: AI writes the release, but you still need to pitch journalists personally

Best Practices for CMO Teams

• Create a template library: Build 3-4 prompt templates for different announcement types (product, partnership, hire, funding)
• Assign an editor: One person should own final review for brand consistency
• Track performance: Monitor which AI-drafted releases get picked up by media
• Combine with distribution: Use AI for drafting, but invest in media relationships for pickup
• Batch your releases: Write 3-4 releases in one session for efficiency

Cost Comparison

| Approach | Cost | Time per Release | Best For |

|----------|------|------------------|----------|

| ChatGPT + Manual | $20/month | 45-60 min | Small teams, full control |

| Cision AI | $500-2,000/month | 30-40 min | Enterprise, distribution |

| Freelance writer | $300-800 per release | 3-5 days | High-volume, hands-off |

| In-house (no AI) | Salary | 2-3 hours | Traditional approach |

Bottom Line

AI can reduce press release writing time by 50-60% when used as a drafting tool, not a replacement for editorial judgment. The best workflow combines AI for structure and speed with human editing for newsworthiness, brand voice, and media strategy. For most CMOs, ChatGPT Plus or Claude offers the best balance of cost, control, and quality—especially when paired with a clear editing process.