The journey from drafting a press release to seeing it quoted as the preferred answer in AI-powered search is no longer a shot in the dark. We have entered a new era where answer engines (think ChatGPT, Gemini, Perplexity, and others) are often the gatekeepers for how brands are discovered and trusted. For marketing directors, VPs of marketing, and leaders of independent healthcare practices, this shift means that a press release must be more than just newsworthy—it needs to be AEO-ready (Answer Engine Optimization) right from draft to distribution, so it can be summarized, cited, and become the answer people find first.

What is AEO and why does it matter in modern PR?

Answer Engine Optimization is the intentional structuring of your content—especially press releases—so that AI systems can easily identify, extract, and deliver your brand as the authoritative answer to the questions your audience is asking. For us at Red Shoes, AEO is not just a technical checklist; it’s about being useful, transparent, and delivering results that actually impact your business outcomes.

Press releases optimized for AEO are more likely to be cited in AI-generated answers
Your brand’s narrative gets preserved, not misinterpreted
You build lasting visibility, which leads to measurable outcomes like increased patient volume or more qualified leads

AEO checklist 1: Prepare with precision before you write

1. Identify the Main Question You Want to Own

Start each press release by writing down the single key question you want to answer. This should be concise (40 to 60 words) and framed in the real-world language your audience uses. Add two adjacent questions that steer your subheadings and supporting quotes. For example:

Primary: “How can independent healthcare practices increase patient volume?”
Secondary: “What are best digital advertising methods for specialty clinics?”

2. Connect the Release to Deeper Content

Answer engines reward depth and interconnectedness on your site. Make sure you have supporting material (a pillar page, FAQ, or an explainer) that covers the same theme in detail, and plan to link between your press release and these assets for both readers and AI crawlers. For a step-by-step approach to creating patient journeys in healthcare marketing, see our guide: creating a healthcare marketing customer journey template.

3. Lock In Proof Points

Before you write, secure the numbers, facts, or expert insights you’ll use. This means real outcomes, timeframes, and clear attribution. For example, rather than saying “improvement in engagement,” cite an actual percentage increase backed by a timeframe if you have it, and quote your expert with full title and credentials.

AEO checklist 2: Drafting the press release

4. Build a Search-Friendly Headline and Subhead

Keep headlines 60–90 characters for best display and extraction
Mirror natural language (“How”, “What”, “Why” questions)
Use your brand name only once in the headline
Focus on a specific benefit, not generic claims

Example: “Red Shoes Launches Crisis Communication Guide to Help Municipalities Respond Faster”

5. Write a Data-Rich Lead Paragraph

Your first two paragraphs must answer your main question, include organization name, location, and core numbers (increases, KPIs, etc)
State who benefits and in what timeframe

Remember, this is about more than announcement—it’s about directly addressing the reader’s needs.

6. Prioritize Clarity and Extraction With Structure

Include at least one bulleted list highlighting key facts or benefits
Add a short Q&A section that mirrors common queries and your responses
Introduce numbered steps if you are describing a process

This format isn’t just easier for humans to skim. It is also ideal for AI systems to extract meaningful detail.

7. Use Neutral, Proven, and Attributable Language

Write with measured, neutral language—avoid hype and unqualified superlatives
Back every claim with a fact or cited expert source
Make sure opinions are quoted and clearly attributed

8. Quotes: Make Each Stand Alone

Every quote should be a digestible answer of its own (25 to 35 words is ideal)
Include a fact, measurable outcome, or direct testimonial from a recognized leader within your organization

AEO checklist 3: Technical and on-site optimization

9. Ensure Page-Level SEO Is Complete

Create a title tag that includes your brand, topic, and a natural query
Write a meta description featuring your outcome and the main benefit, in 140–160 characters
Set correct Open Graph tags for social sharing

Double-check for accuracy and alignment between headline, summary, and metadata.

10. Apply Schema Markup and Organization Data

Every press release page should use NewsArticle or Article schema, including relevant details like publication date and author
Your site must maintain Organization schema—name, logo, website and links to official social profiles
If frequently asked questions recur, consider building an FAQ section marked up with FAQPage schema

11. Build a Strong Internal Linking Structure

Link from your release to related service or industry pages and at least one relevant insight piece within your site
Ensure your press release is listed on your newsroom index and any supporting topic pages—this clarifies the topical pathway for both search engines and readers

For more insights on AEO approaches, check out how to optimize news releases for answer engines.

AEO checklist 4: Distribution and GEO best practices

12. Distribute Through High Trust Channels

Choose newswires or distribution networks that are reputable and trusted within your industry for your most newsworthy content
Actively foster relationships with relevant media and trade outlets
Your website should always host the full, canonical version of the release

13. Tune for Generative Engine Optimization (GEO)

Use short paragraphs and clear summaries for maximum quotability by AI engines
At the end of each release, include a callout section with three to five top facts
If you use visuals, add descriptive captions and alt text for accessibility and extraction

AEO checklist 5: Post-publication monitoring and iteration

14. Check Consistency and Accuracy After Publishing

Verify publication dates, names, and all key details match across your website, distribution wires, and media center
Confirm your proof points and numbers are consistent with supporting material on your site

15. Run an AI Visibility Test One Week After

Search for your key questions in one or more leading answer engines; note if your release surfaces as the preferred answer
Observe exact wording AI uses and any sources it cites
If your brand isn’t appearing, review whether your content directly addresses the query and update as needed

16. Maintain an AEO Citation Log

Keep a quarterly record tracking which releases are being summarized or cited by AI and which question formats perform best
Take note of language and patterns that emerge so you can update future content accordingly

15-minute pre-send checklist before you hit send

Before you distribute your next press release, run through this abbreviated checklist:

Content and structure (about 7 minutes)

Main question and supporting queries are defined
Headline is clear, natural, and focuses on outcome
Lead includes organization info, date, and measurable metrics
Bulleted list or Q&A section is included for extraction
Quotes are specific and stand alone

Technical and site details (about 5 minutes)

Complete title tag, meta description, and Open Graph previews
Schema is correct and up to date
Internal links connect the release to case studies, service, or industry pages
Boilerplate contains current description and contact info

Distribution and monitoring (about 3 minutes)

Distribution list matches your geographic and sector priorities
Canonical release is hosted on your site
AI visibility check responsibility is assigned to someone specific

Making every release count with Red Shoes

At Red Shoes, we work closely with leaders who understand that public relations success is measured not just in earned media coverage, but in real outcomes like increased trust, patient volume, or improved engagement. By integrating AEO discipline into the PR workflow, we help our clients ensure that every press release stands a much greater chance of being surfaced and quoted by both humans and AI.

Want to know more about how PR teams can win featured answers and maximize results? Read our insights on how PR teams win featured answers with AEO.

Ready for your next press release to work harder—attracting attention not just from journalists but from every AI-powered answer engine? Let’s connect and make every communication an asset for your brand.

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