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PR in the Age of AI: News Distribution That Reaches People and Large Language Models

PR in the Age of AI

PR in the Age of AI: News Distribution That Reaches People and Large Language Models

The Real-World Guide to News Distribution in 2025: What Works, What’s Worth It, and What’s Smoke & Mirrors

By 6 Seeds Consulting — a food marketing, communications, and research agency built for the age of AI.

Why this matters now. Editors still decide what gets covered—but today, AI systems (ChatGPT, Perplexity, Gemini, Copilot) also influence discovery. Strong PR doesn’t just reach humans; it also creates authoritative signals that LLMs can find and trust. That’s why distribution choices, backlinks, domain authority, and genuine editorial all matter in 2025.

Want the deep dive on distribution mechanics? See our companion piece: The Real‑World Guide to News Distribution (2025): What Works, What’s Worth It, and What’s Smoke & Mirrors.

Whether you’re launching a product, announcing a partnership, or building your reputation, news distribution choices can be confusing—and expensive. This playbook demystifies how the ecosystem actually works, what you can do yourself, where paid distribution adds value (especially in food, beverage, grocery, and ag), and when to bring in pros.

TL;DR

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    Big news? Use a Big 3 wire

    Business Wire, GlobeNewswire, PR Newswire/Cision) for credibility, newsroom feeds, and compliance.

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    B2B play: layer paid placements on key trades

    (e.g., Food/Grocery Dive, NOSH/BevNET/Brewbound, Shelby, SN/PG/Winsight) so actual operators see it.

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    Local angle: add community-newspaper distribution

    (OCNA in Canada; state press associations/NNPA in the U.S.).

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    Low-cost networks: useful for SEO/discoverability, but cheaper = trade‑offs (prestige, true editorial). Use with caution.

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    Your own channels matter: run your website newsroom + CRM/social like a publisher; good for backlinks and signals to LLMs.

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    Nothing beats real coverage: genuine editorial moves reputation and search the most—call a PR pro (6 Seeds) to pick and sequence the right stack.

Distribution vs. Editorial: How to Tell the Difference

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    Distribution = your release is delivered or posted on a press‑release portal or partner sites (sometimes labeled “press releases,” “sponsored,” or “brand content”). It guarantees placement, helps with indexing/SEO, and is often paid.

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    Editorial= a journalist chooses to cover your news in an article, broadcast, or segment. It is not guaranteed, carries higher trust, and usually delivers better authority/backlinks.

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    Hybrid claims (e.g., “included on AP/Yahoo/Google/MSN”) often mean

    distribution to a network/press‑release section, not a reported story. Read the fine print.

  • •

    Rule of thumb:pay for distribution when you need certainty and category reach; earn editorial with a strong story and targeted pitching.

1) Old‑School PR Still Works (Because Editors Still Choose)

Earned media comes from relevance + timing + relationships. A sharp, journalist‑style pitch sent to the right reporter beats a mass blast every time. Use a short hook (why it matters for their audience), a clean release (AP‑style), and embeddable assets. Follow up once. Build a beat‑specific list and keep it warm.

Reality check. They call it earned media; we call it hard‑earned. Shrinking newsrooms, less editorial space, the rise of creators, and the blur between advertising and editorial all raise the bar. Be ready to work harder, bring a genuinely newsworthy story, and still accept that timing and external events can squeeze you out. Even a few quality placements can be hugely valuable—especially for credible backlinks and search authority.

AI note. Smart PR also feeds the public web that large language models learn from over time. Clear, factual coverage on reputable domains can improve how AI systems “understand” your brand (more on this in our PR in the Age of AI series).

DIY vs. hire? If your story is routine and you have time, use Section 1’s playbook. If stakes are high or timelines tight, skip to Section 9.

2) The Big Wires (What You Actually Get)

Why teams pay for major wires:

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    Regulatory/IR rigor (EDGAR/SEDAR+), rich newsroom feeds, and higher trust signals for tier‑one outlets and analysts.

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    Global/targeted circuits + robust multimedia packaging.

Who to consider: Business Wire, GlobeNewswire, PR Newswire/Cision. Pricing is usage‑ and add‑on‑based; pick circuits carefully to avoid bloat. Our internal comparison for clients boils down to: Business Wire is the compliance gold‑standard; GlobeNewswire and Cision provide strong North American reach and flexible options.

AP angle, clarified. The Associated Press offers AP Content Services (brand content creation/distribution) that is separate from editorial; it’s a paid, commercial pathway—not a newsroom decision. (https://contentservices.ap.org/media-distribution/)

Canada-specific note. In Canada, GlobeNewswire maintains a strategic alliance with The Canadian Press that routes eligible releases over the CP Wire Network into Canadian newsrooms (French-language options available). (https://www.globenewswire.com/pr-distribution-service) that is separate from editorial; it’s a paid, commercial pathway—not a newsroom decision. (https://contentservices.ap.org/media-distribution/)

What to expect on cost & outcomes. National circuits commonly land > US$1,000 before add‑ons; logos, images, video, and geographic targeting can add meaningful cost. And remember: a wire does not guarantee coverage—it puts your news in front of newsrooms and databases. Many freelancers, influencers, and some journalists opt out of wire feeds; they’ll still need a tailored pitch.

GlobeNewswire (Notified)

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    US & Canada Major Markets: US$785 or the first 400 words (same price both countries, per rep).

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    Budget Global Release: US$4,285 for the first 400 words; US$990 per additional 100 words.

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    Syndication/partners:releases route to Associated Press and The Canadian Press; Canadian national network includes direct syndication to Toronto Star’s website; French‑language releases syndicate to Le Devoir and Le Soleil.

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    Assets & fees: Logos free; bilingual (EN/FR) in North America free;

    images/photos: US$175; videos/PDFs: US$205.

Note: Figures are provided directly by a Notified/GlobeNewswire rep and may change; always confirm current rates, circuits, and inclusions.

A 30‑second history. Classic newswires started as telegraph networks that let media share copy in near‑real time. Today they’re digital pipes—secure feeds, APIs, and portals into newsroom systems, investor terminals, and public archives. Editorial pickup is still a human decision; the wire is a delivery system, not a front page.

3) Food, Beverage, Grocery & Ag: Trade Channels That Punch Above Their Weight

You don’t need a $1,500+ national wire for every announcement. For operator/retailer reach and real category eyeballs, add trade‑specific placements:

Other outlets to consider: FoodIndustryExecutive (press‑release section), association bulletins, category newsletters, and regional retail/wholesale titles.

4) Community Newspapers at Scale (U.S. Options Like OCNA)

There’s no single U.S. equivalent to Ontario’s OCNA, but you can replicate coverage by booking state press‑association press‑release services (fast, affordable, well‑targeted) and layering a few states:

Canada note. For community coverage in Canada, the Ontario Community Newspapers Association remains the hub for province‑wide distribution and can route nationally. https://www.ocna.org/ and (for pan‑Canadian community access) https://www.communitycontent.ca/

Targeting tip. Prioritize provinces/states where your customers, retailers, or facilities sit. Editors love local angles tied to jobs, investment, or community benefit.

5) Low‑Cost Syndication Tools—What’s Real, What’s Hype

Low‑cost platforms (IssueWire, PRLog, NewswireJet, Press Release Box, Press Ranger, EZ Newswire, etc.) typically rely on digital syndication and press‑release portals. They can create SEO‑visible pages and broad web pickup, but “NBC/ABC/Yahoo/AP” claims usually refer to network/affiliate subpages or press‑release sections, not headline editorial.

LLM angle, honestly. Some platforms now promise AI/LLM discoverability (e.g., special formatting, “knowledge graph” mapping, or “GEO”/AI‑indexing features). These may help surface signals for AI systems—but remember: independent, reputable coverage still carries more authority than self‑published or paid placements. Treat these as supplements, not substitutes for real journalism.

How they actually work. Your release is published to a crawlable archive and pushed via feeds/APIs to partner sites and aggregators; some sell add‑on “guarantees” to portals with lower editorial bars. Value = speed, affordability, and discoverability; limits = prestige and true newsroom pickup. Use with clear expectations.

Examples (use with caution; check terms, proof of placement, and outlet lists):

IssueWire — https://www.issuewire.com/

PRLog — https://www.prlog.org/

NewswireJet — https://newswirejet.com/

Press Release Box — https://pressreleasebox.com/

Press Ranger — Wholesale distribution with claimed guaranteed placements to outlets like MarketWatch, Yahoo Finance, Business Insider, AP News; positions itself on AI chatbot indexing ("GEO") and a large media database. Good for SEO/AI discoverability; lacks legacy wire prestige. https://pressranger.com/pages/wholesale-press-release-distribution and https://pressranger.com/pages/geo-generative-engine-optimization

EZ Newswire — AI-assisted creation and guaranteed placements sold at a flat rate per outlet (e.g., US$125 for Associated Press, US$250 for Big Technology, etc.). No extra fees for images/word count. Useful when you want certainty on specific publications. https://www.eznewswire.com/pricing

Buyer‑beware note. Some so‑called “PR agencies” guarantee coverage but are simply reselling these syndication services. Guaranteed = paid distribution/placement, not earned editorial.

6) Paid Mentions with Influencers (Do This Intentionally)

Influencer “press” isn’t journalism—it’s paid media—but it can drive awareness, trial, and retail pulls when:

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    the creator genuinely matches your category and shopper;

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    there’s product proof (demo, recipe, taste test);

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    you disclose clearly (FTC/ASA compliance).

Bundle creator posts with retailer geo‑targeting and a clean path to purchase (store locator, promo). Secure usage rights so you can repurpose assets as ads and emails.

6 Seeds note. We work with creators who’ve driven real results for food & ag brands. Get in touch to learn more about our influencer marketing services.

7) Use Your Own Megaphones (They’re Bigger Than You Think)

Run your website newsroom like a publisher: fast, structured, and richly illustrated (images/video/specs), plus clear media contact. Pair it with email/CRM to customers, buyers, and partners, LinkedIn executive posts and employee amplification, and YouTube/Shorts explainers.

AI reality. LLMs may deprioritize owned sources compared to independent, reputable media—but your owned content is still crawled and used. Make it authoritative and consistent so it’s a solid reference for search and AI systems.

8) When All Else Fails (or as a Complement): Just Advertise

For guaranteed reach, buy media where your audience actually is:

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    Trade publications

    (B2B): placements in Food/Grocery Dive, Supermarket News, Progressive Grocer, Winsight Grocery Business, The Shelby Report, NOSH/BevNET/Brewbound.

  • •

    Consumer outlets

    (B2C): category‑relevant digital, print, or broadcast buys.

Cost reality. Paid can get expensive fast. If you need certainty and don’t have the stomach for PR risk, advertising is the way to go. But it will never match the value of PR’s third‑party endorsement.

9) When to Bring in Pros (Checklist)

Use a specialist team when any of these are true:

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    High stakes: retail authorization, recalls/issues, funding, M&A, regulatory or policy sensitivity.

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    Speed/scale required: simultaneous cross‑border drops, complex stakeholder mapping, or embargoed media.

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    Risk & reputation: contentious topics, competitive claims, or legal exposure.

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    You need true earned coverage: relationships, bespoke pitches, and sequencing across wires, trades, owned, and paid.

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    You’re short on time/bandwidth: deadlines, launch windows, and multi‑channel orchestration.

What 6 Seeds does: sharpen the story & data, build/validate the target list, manage briefings, write/polish the release & assets, pick the right distribution stack, run the pitch plan, and measure outcomes — so you compound results, not just “post a press release.”

Contact: [email protected]

Useful Links (submission pages, policies, and distribution options)

AP / Policies

AP Content Services (media distribution): https://contentservices.ap.org/media-distribution/

About news across Google surfaces: https://support.google.com/news/publisher-center/answer/9607025

Major newswires (top‑tier)

Business Wire — pricing/how it works: https://www.businesswire.com/pricing

GlobeNewswire — CP Wire alliance & Canada circuits: https://www.globenewswire.com/pr-distribution-service

Cision / PR Newswire (Canada): https://www.cision.ca/newswire/

Food / Grocery / Ag trades (self‑serve or publisher‑submitted)

DiveWire (Industry Dive): https://www.industrydive.com/dive-wire

NOSH/BevNET/Brewbound press portal: https://submit.bevnet.com/news

International Supermarket News (press releases): https://internationalsupermarketnews.com/press-releases/

Supermarket News (advertise/media kit): https://www.supermarketnews.com/advertise

Progressive Grocer (advertise/media kit): https://www.progressivegrocer.com/advertise

Winsight Grocery Business (advertise): https://www.winsightgrocerybusiness.com/advertise

FoodIndustryExecutive — press releases: https://foodindustryexecutive.com/category/press-releases/

Community & specialty newspaper networks

Canada — OCNA Press Service (C$50–C$400): https://www.ocna.org/press-services-canada

Canada — Community Content (pan‑Canadian distribution): https://www.communitycontent.ca/

U.S. — South Carolina Press Association eRelease: https://scpress.org/press-release/

U.S. — NNPA (Black‑owned newspapers) media releases: https://nnpa.org/media-releases/

Low‑cost syndication

IssueWire: https://www.issuewire.com/

PRLog: https://www.prlog.org/

NewswireJet: https://newswirejet.com/

Press Release Box: https://pressreleasebox.com/

Press Ranger: https://pressranger.com/pages/wholesale-press-release-distribution and https://pressranger.com/pages/geo-generative-engine-optimization

EZ Newswire: https://www.eznewswire.com/pricing

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Need help? 6 Seeds can craft the release, select the stack, and handle pitching. Contact: [email protected]

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