David C Barnett Small Business and Deal Making M&A SMB LIVE - What happens with press releases now that we have AI
Mar 12, 2026
Mickie Kennedy, founder/operator of eReleases with decades helping small businesses get media attention. He talks about how journalists rely on curated feeds, the risk of generic AI-written releases, and using AI as an iterative tool. Short strategies include crafting story arcs, multimedia use, PR cadence, and using coverage to boost credibility.
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Newswires Are Now Essential For Journalists
- Journalists' workload and inbox chaos make curated newswires more valuable than direct email pitches.
- Mickie Kennedy explains PR Newswire/Business Wire provide clean, categorized feeds that journalists trust and pay for despite high cost.
Multimedia Demand Growing But Legal Fears Slow Video Use
- Journalists now must produce much more multimedia content, increasing demand for video/B-roll though legal concerns limit adoption.
- Mickie expects B-roll and interview clips to become more useful as outlets adapt, but legal ownership worries still block usage.
Add A Use Case To Turn A Product Release Into A Story
- Inject a story arc and use cases into product releases to raise newsworthiness.
- Mickie suggests including a client use case with outcomes and a vivid quote to create a journalist-friendly narrative.