"In a digital world overflowing with content, a single press release is no longer a surefire path to success. According to PR Newswire's 2024 State of the Press Release Report, 38% of PR professionals say "not generating anticipated media pickup" is their top challenge with press releases, reinforcing the need for an integrated approach to communications. As a result, many communicators are turning to multichannel comms strategies to broaden the reach of their message and improve the story's visibility and campaign ROI."
"The way people discover information has fundamentally shifted. AI-powered search engines have evolved beyond simple lists of links. They now provide full, conversational answers, summaries and recommendations. This new landscape demands a new strategy: generative engine optimization (GEO). A breadth of content that tells a brand's story in multiple formats is no longer a luxury; it's a necessity. AI models prioritize information from credible, authoritative, and trustworthy sources."
Digital audiences and discovery mechanisms have fragmented, making single press releases insufficient for reliable media pickup; 38% of PR professionals report insufficient pickup. Communicators increasingly deploy multichannel communications to expand visibility, improve campaign ROI, and reinforce authority. AI-powered search now returns conversational answers, summaries, and recommendations, requiring generative engine optimization (GEO) and broad content formats. AI models favor credible, authoritative sources and reputable mentions across platforms, including forums and social media. A coordinated approach that produces unique, useful, and relevant content across formats establishes trust, maximizes reach, and yields measurable impact in a competitive information environment.
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