Key Takeaways
- Press releases are a powerful way for local health and wellness businesses to appear in ChatGPT and Google’s AI Overviews.
- AI systems prefer structured, credible, and consistent information that press releases naturally provide.
- Distribution matters: get your release onto presswire networks, local media, and industry outlets.
- Optimize with local SEO signals (NAP consistency, local keywords, awards, reviews).
- Measure success by testing AI queries, tracking referral traffic, monitoring mentions, and checking local rankings.
- Avoid common mistakes like writing ad-style releases, skipping distribution, or failing to publish regularly.
Press Releases in the Age of AI
The marketing playbook is evolving. Once, the holy grail for local health and wellness businesses was ranking on the first page of Google. Then came Google Maps and “near me” searches.
Now, consumers increasingly ask ChatGPT, Perplexity, and Google’s AI Overviews for recommendations on everything from “best yoga studios near me” to “top weight loss clinics in Atlanta.”
Here’s the twist: these AI systems don’t just look at your website. They prioritize trusted, structured sources—and press releases are one of the strongest signals you can send.
In this guide, we’ll explore how local health and wellness businesses—from chiropractors and dentists to medspas and counseling centers—can use press releases strategically to increase visibility in AI-generated results.
We’ll cover:
- How AI systems source and prioritize information
- What makes a press release AI-friendly
- Local SEO factors that influence AI search results
- The connection between media coverage and AI visibility
- Distribution strategies that maximize AI system indexing
- Measurement and tracking methods
- Common mistakes to avoid
Throughout, we’ll use case studies of health and wellness businesses to illustrate exactly how this works.
Press Release Process at a Glance
| Step | Action | Why It Matters |
|---|---|---|
| 1 | Craft AI-Friendly Release | Clear structure, strong headline, local keywords, quotes, multimedia |
| 2 | Optimize for Local SEO | Ensure NAP consistency, add links, highlight awards/reviews |
| 3 | Distribute Widely | Use presswire networks, local media, industry blogs, social media |
| 4 | Leverage Media Pickups | Third-party validation increases AI trust |
| 5 | Track Performance | Test AI queries, monitor mentions, analyze referral traffic |
| 6 | Repeat Quarterly | Fresh content keeps AI systems pulling updated info |
How AI Systems Source Information
Think of AI systems as librarians trained on billions of sources. When someone asks, “Who’s the best chiropractor in Athens, GA?” AI doesn’t just scan the top Google results. Instead, it looks at:
- Press releases and news articles from distribution networks (PR Newswire, EIN Presswire, etc.)
- Local news coverage citing those releases
- Authority directories (health associations, local chambers, etc.)
- Your website and Google Business Profile (but only if consistent and trustworthy)
Analogy: If AI is a chef, press releases are premium ingredients—structured, validated, and easy to cook into an answer.
Elements of an AI-Friendly Press Releas
Not all press releases are equal. AI favors clear, structured, and authoritative content.
1. Entity Data
- Full business name
- Location (city, region)
- Services described in natural language (e.g., “therapeutic massage in Athens, GA”)
2. Headline Optimization
Include type + location + claim.
- Example: “Athens Wellness Clinic Named Top Chiropractic Provider in Northeast Georgia”
3. Structured Formatting
Use standard release structure: Headline → Subheadline → Dateline → Lead → Body → Boilerplate → Contact.
4. Quotes
Include quotes from leadership. AI often extracts them.
5. Multimedia
Add photos, logos, or videos. Syndicated sites with media attachments get crawled more.
Local SEO Factors
Press releases amplify local SEO signals, making them more attractive to AI.
- NAP Consistency: Name, address, phone must match your Google Business Profile.
- Local Keywords: “Atlanta medspa” beats “premier medspa.”
- Links: Use brand anchors linking to homepage, Google Maps listing, and service pages.
- Trust Factors: Awards and recognition strengthen credibility.
Press Release Media Coverage + AI Visibility
AI systems trust third-party validation more than self-promotion. When your release is picked up by local media, AI sees multiple confirmations.
Example: “Athens Wellness Clinic Recognized for Patient-Centered Chiropractic Care” appears both in a press release and local news coverage. To AI, that’s a verified fact.
PR Distribution Strategies
Publishing on your website isn’t enough. You need reach.
- Press Release Networks: PR Newswire, EIN Presswire, Business Wire.
- Local News: Send directly to editors of local outlets.
- Industry-Specific Journals: Healthcare blogs, wellness magazines.
- Social Media: Share your release and amplify through community groups.
Measuring Press Release Success
How to know your press release boosted AI visibility:
- Test queries directly: Ask ChatGPT or check Google AI Overviews.
- Track referral traffic: Use UTM links.
- Monitor mentions: Google Alerts, Mention.com.
- Check local rankings: SE Ranking, BrightLocal, Local Falcon.
Case Studies
Case Study 1: Dental Clinic
A mid-sized dental clinic issued a release announcing recognition as a top-rated provider in its city. Distributed via a presswire service and picked up by a regional news outlet, the release highlighted their award and included quotes from the lead dentist.
Results:
– Appeared in ChatGPT results for “best dentists in [city].”
– AI Overviews displayed their award in search.
– 25% increase in appointment requests.
Case Study 2: Counseling Center
A mental health counseling center published a release about launching a new adolescent program. Optimized for local counseling keywords and distributed through healthcare outlets.
Results:
– AI Overviews cited the center when users searched for “adolescent counseling in [city].”
– New patient inquiries rose 19%.
– Referral traffic from syndication drove 12% of leads.
Case Study 3: Medspa
A medspa announced its new “Wellness IV Lounge” service via a press release. It included images, clear keywords (e.g., “medspa in [city]”), and was picked up by lifestyle blogs.
Results:
– ChatGPT listed the medspa for “IV therapy [city].”
– Backlinks from beauty blogs boosted SEO.
– Booked out lounge appointments for 8 weeks.
Common Press Release Mistakes
- Writing like ads → AI ignores hype. Stick to facts.
- Skipping distribution → Posting on your site isn’t enough.
- Forgetting local keywords → “Best clinic” vs. “Best chiropractic clinic in Athens GA.”
- Not publishing regularly → AI rewards freshness. Quarterly at minimum.
- Ignoring measurement → No tracking = no proof of ROI.
Conclusion: Press Releases as Your AI Visibility Engine
For local health and wellness businesses, press releases are no longer optional. They are:
- A way to get cited in AI tools
- A vehicle for third-party validation
- A driver of real patient leads
Key Takeaway: Press releases, optimized for AI and local SEO, can transform your visibility in a world where patients turn to AI for answers.
✅ Action Plan for Health & Wellness Businesses:
- Write quarterly press releases.
- Optimize for local services + city keywords.
- Distribute via presswire networks and local media.
- Track visibility in AI tools and local search.
Those who adapt now will dominate the next wave of digital discovery.
Frequently Asked Questions (FAQs)
Q1: How often should a local health or wellness business publish press releases?
At least once per quarter. Fresh content increases your chances of being pulled into AI-generated answers.
Q2: Do I need to pay for presswire networks?
Yes, but it’s often worth it. Distribution ensures your release is picked up by multiple trusted outlets, which AI values.
Q3: Can I write my own press release or do I need a PR agency?
You can write your own if you follow best practices: clear structure, local keywords, quotes, and a compelling but factual story.
Q4: What’s the difference between a blog post and a press release for AI visibility?
A blog post lives on your site and is valuable for SEO, but a press release gets syndicated on third-party platforms, creating wider signals AI systems trust more.
Q5: How do I know if my press release worked?
Test queries in ChatGPT and Google, track referral traffic via UTM links, and monitor new patient inquiries or calls after publication.
