why ai-generated press releases risk killing business reputations
AI has become the go-to tool for many marketing teams looking to save time and cut costs. Platforms like ChatGPT, Gemini, and Perplexity can churn out blogs and social posts in seconds. But here’s the problem: businesses are now using AI to write press releases - and it’s backfiring spectacularly.
Recent research shows:
1 in 3 businesses use AI to draft press releases.
1 in 5 admit they struggle to get media attention for their stories.
This is no coincidence. Journalists can spot an AI-generated press release a mile away, and they’re punishing brands that use them.
How Journalists Spot AI-Generated Press Releases
If you’re relying on AI for your PR, here are the red flags journalists see instantly:
Over-capitalised headlines: “The Press Release That Will Kill Your Reputation Stone Dead.”
Awkward punctuation and elongated hyphens: “The marketing department’s dilemma - how to win media coverage without paying a PR agency.”
Hyperbolic language and bolded phrases: “We’re super delighted to announce the launch of the revolutionary game-changing kiwi peeler…”
Short, staccato sentences: “Journalists dislike AI. With a passion. They ignore press releases. They only trust PR agencies.”
Annual-report style bullet points and tables.
Clickbait headlines: “The morning routine mistake that could cost you your life.”
AI can help you brainstorm ideas—but when it comes to press releases, authenticity matters. Journalists want clarity, credibility, and a human perspective. AI struggles to deliver that.
Why this matters
If a journalist suspects your press release was written by AI, your story dies—and so might your reputation. PR is about relationships and trust. Machine-generated fluff erodes both.
The Right Way to Use AI
AI is a great starting point for:
Idea generation
Structuring content
Tone refinement
But don’t let it write your story. Your insights, expertise, and human voice are what make your press release compelling. Over-reliance on AI risks burning bridges with the very people you need on your side.
Bottom line: AI should support your PR efforts—not replace them. Your reputation depends on it.
If securing great media attention for your business is important to you, do not leave it to chance. This is why our PR Training & Coaching service exists - to provide your in-house teams with the skills needed to create great press release statements and communications that ensure great media coverage.