In 2026, getting your press release merely indexed in search engines is not good enough. Artificial intelligence (AI) now determines whether your announcement gets echoed in the moments that matter: when decision makers and the public type questions straight into platforms like ChatGPT, Gemini or Perplexity. At Red Shoes, we have learned that getting quoted means playing a more sophisticated game—one that shapes answers, not just rankings. Here is how you transform your press releases into sources AI models actually quote, drawing on our firsthand experience helping brands like healthcare groups, transit authorities and manufacturers thrive in this new reality.
What changed: From being indexed to being quoted
Being indexed means your release gets filed away, discoverable but rarely surfaced. Being quoted in AI-generated answers means your insights become the answer—read aloud by voice assistants, surfaced in answer boxes or cited when users ask “Who leads crisis communication in Wisconsin?” or “Best marketing agency for healthcare.” The benefits are huge, from instant reputation boosts to increased visibility in authoritative responses.
- Indexed = searchable but passive presence
- Quoted = your message actively shapes high-value queries, boosting perceived expertise
- AI now prioritizes clarity, entity recognition and actionable, direct statements—something traditional releases rarely deliver
Why generative engine optimization (GEO) is now essential
In our daily work with clients across healthcare, manufacturing and public service, we see this shift everywhere. Decision makers do not simply search anymore; they ask AI for the answer. AI chooses which announcement to cite, and it does not pick at random. Your press release must be designed for this environment—this is GEO in action. It is not about stuffing in more keywords, it is about writing releases with answer engines as a primary audience alongside traditional readers. GEO helps you get quoted, builds trust and can increase inquiries from ideal clients who rely on AI responses to inform choices.
Key differences: Indexed vs Quoted
| Indexed | Quoted by AI |
|---|---|
| Listed in search results, often several pages deep | Included directly in AI responses to specific questions |
| Relies on user clicks for traffic | Delivers your message immediately (often without a click) |
| Drains effort into traffic that may bounce | Establishes instant credibility with decision makers |
| Optimized for archivists and researchers | Written for humans who seek quick, trusted answers |
Step-by-step GEO optimization for press releases in 2026
We apply these techniques at Red Shoes, not because they are trendy, but because they deliver results for our clients. Here is how you can too:
1. Start with Crystal-Clear Entity Definition
State who you are, what you do and where you do it right at the top. Instead of verbose introductions or industry jargon, write:
- “Red Shoes Inc, Appleton WI-based agency, specializes in PR, crisis communications and marketing for mid-market healthcare, manufacturing and non-profits.”
Repeat these core facts several times—AI models look for patterns and reinforce authority with consistency. For more on sharpened entity clarity, see our post on prepping sites for LLMs.
2. Make It Quote-Ready: Write Direct Answers
Every important section should be able to stand alone as a direct quote. Instead of vague statements:
- “Red Shoes’ crisis communication training gives leaders the confidence to handle adversity, as shown by our clients at Valley Transit.”
Create mini FAQs inside your release. Treat every paragraph like a potential answer to a real user question, e.g. “What is Red Shoes’ expertise in healthcare PR?” It might feel repetitive, but AI models reward structured, answer-like statements.
3. Weave in Semantic Connections
AI does not operate on keywords alone. We link topics to build a web of credibility—pairing concepts like “crisis planning,” “media training,” and “brand protection.” Mention industry facts only when they are objective and supported, such as agency experience or track record. Avoid generic catchphrases or unsubstantiated claims—every line should be factual, anchored by clear experience.
4. Create Consistent Cross-Platform Messaging
AI pulls data not only from your press release, but from your website, LinkedIn page and social profiles. Keep your core facts and success stories aligned across all platforms. For example, if you highlight rapid crisis response in your release, reinforce it on your company’s About page or project summaries.
5. Track Your Mentions in AI Channels
Do not simply hope your news is catching attention. Use analytics tools (either in-house or third-party) to check whether your company gets cited in generative answers. Search your organization’s name or specialties in platforms like ChatGPT and Gemini, and document citation share. Adjust release formats or language based on what rises to the top. If you are new to this, see our guide on AEO checklists for PR pros.
Common GEO press release mistakes (and how to fix them)
- Overusing keywords: AI values clear entities and logical relationships, not forced repetition
- Vague storytelling: Replace filler with specifics about your services, industries and unique results
- Ignoring schema or structured data: Even the best writing will not be quoted if machines cannot read it
- Lack of tracking: Without citation analytics, you have no idea if AI models are picking up your story
Avoiding these mistakes is not complicated but it does take ongoing effort and attention to detail.
Tying it all together: Ongoing strategies for AI citation
Set aside time before issuing any major release to:
- Review messaging for FAQ and quotation readiness
- Check for consistent core facts everywhere your brand appears
- Test structured data presence
- Establish a simple process for tracking AI quotes—monitor weekly
Conclusion: The press release as your AI quote engine
The era of AI-generated answers makes press releases a critical tool, not just for journalists but for machines that guide client decisions. To get quoted (not just indexed) in 2026, you must blend factual clarity with answer-ready structure, connect your story across every channel and measure your results in new ways. At Red Shoes, we have crafted this approach with agility, creativity and an unwavering focus on making our clients the trusted answer—no matter how or where the question is asked.
If your organization is ready to evolve its press releases for the age of answer engines and generative AI, get in touch with us. We thrive on partnering with brands that value results and bold visibility. Want monthly insights on these strategies? Sign up for our newsletter on our website to stay ahead of what is next in communications and brand protection.
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