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Public Relations: How to optimize a press release with AI tools: a guide for communications specialists

As the role of communications specialists continues to evolve, leveraging AI tools to optimize press releases is no longer just a smart move; it’s becoming essential. This guide will show you how to harness AI to enhance your press releases, all while maintaining the integrity of your corporate wording. AI tools are adaptable to your corporate wording guidelines, giving you the confidence that your brand’s voice and style will always be reflected in your communications.

  1. Utilize AI for crafting headlines and subheadings

Headlines are journalists’ and bloggers’ first point of contact. AI tools like or Jasper can generate multiple headline options based on your input and prompts.  Ensure they are catchy and relevant and reflect your brand’s tone and style. These tools experiment with subheadings that break the text into digestible sections, making your press release more reader-friendly.

  1. Enhance content with natural language processing (NLP)

The goal is to make your message clear and engaging. AI-powered NLP tools like Grammarly and ProWritingAid can refine your press release content. These tools help correct grammar, improve readability and ensure clarity. They also suggest replacing jargon with more accessible language without losing the essence of your corporate wording.

  1. Optimize for SEO with AI

Incorporate AI tools like MarketMuse and Clearscope to optimize your press release for search engines. These tools analyze your content and suggest keywords and phrases to enhance SEO. They can also ensure that your press release ranks well in search results, broadening its reach. However, please ensure the keywords align with your corporate messaging and do not compromise the professional tone.

  1. Maintain brand consistency with AI style guides

AI-driven style guides such as Acrolinx and Writer help maintain brand consistency. These tools can be programmed with corporate wording guidelines, ensuring that every press release adheres to your brand’s voice, tone and style. They also ensure compliance with specific terminologies and phrasing that reflect your brand identity.

  1. Leverage AI for audience targeting

AI tools like HubSpot and Persado can analyze audience data to tailor your press release content to specific demographics. These tools provide insights into what content resonates with different audience segments. By aligning your press release with these insights, you ensure your message is relevant and engaging to your target audience.

  1. Use AI for data analysis and insights

AI can analyze the performance of past press releases, offering insights into what works and what doesn’t. Tools like Google Analytics and BuzzSumo can track engagement metrics and provide data-driven recommendations for future releases. Use this data to fine-tune your messaging strategy, ensuring each press release is more effective than the last.

Critical considerations for corporate wording created with AI tools

  • Consistency: Ensure AI tools are configured to adhere to your company’s established style guide. Consistent use of terminology and tone is crucial for maintaining brand identity.
  • Clarity: While optimizing for SEO and readability, ensure that the core message remains clear and concise. Avoid overloading with keywords that might dilute the main message.
  • Authenticity: AI tools can suggest changes, but the final touch should always be human. Ensure that the press release feels genuine and not overly automated.
  • Confidentiality: When using AI tools, be mindful of the data privacy policies to protect sensitive corporate information.

By thoughtfully integrating AI tools into the press release process, communications specialists can enhance efficiency, maintain brand integrity and ensure each release resonates with its intended audience. The key is to balance AI’s capabilities with a human touch to produce compelling, high-quality content.