A PR expert explains how press releases distributed through services like PR Newswire get indexed by news sites and fed into LLM training data, giving them outsized weight. Because these sources have high domain authority, LLMs associate your name with relevant keywords, making it a low-tech way to shape how AI talks about you.
I was hearing someone talk the other day about hacking AI and LLMs and showing up and how they're doing it via press release. Get this, via press release. And you can actually do some amazing stuff just when you were thinking the press release is dead, right? Because PR people are like, oh, it's dead, no one's seeing it. Well, you know what? The LLM is going to pull that from PR Newswire in all the different places, whether it is, you know, WUSA or whatever, wherever this is getting indexed, Yahoo News. And it's going to have a higher authority and it's going to associate your net— your name with a density of, of words or subject matters. So I was like, wow, that's so interesting. As a former PR person, I was like, that is such an interesting way to hack the system.
