News Marketing: A 28-Day System for AI Visibility Through Press Releases

The rules of visibility have changed. Most marketers haven't noticed yet. When someone asks ChatGPT a question about your industry, is your brand in the answer? When Google's AI Overview summarizes your category, does it pull from your content? When Perplexity cites sources on your topic, are you one of them? If not, you have a visibility problem -- and it has nothing to do with how many press releases you've published. It has everything to do with how you've structured them. News Marketing is the first book to explain how press releases actually function inside AI-driven search and retrieval systems -- and how marketing and PR professionals can use that knowledge to build durable, compounding brand visibility. Written by David McInnis, who launched PRWeb in 1997 and has spent nearly three decades at the intersection of press releases, search engines, and now AI, this book replaces outdated assumptions with a clear, actionable framework grounded in how the technology actually works. Inside, you'll learn: How AI models are trained, how retrieval-augmented generation (RAG) determines what gets cited, and why your content is being ignored The Three Pillars of AI visibility: Training, Grounding, and Visibility -- and the specific actions that influence each one The 28-Day Rule: why publishing one structured, newsworthy press release every 28 days creates a compounding advantage your competitors can't replicate with a single campaign How to build entity authority in the Knowledge Graph through consistent, structured publishing The complete schema markup blueprint (Organization, NewsArticle, Person, FAQ, and Product schema) with ready-to-use JSON-LD examples How to write "Brandable Chunks" -- paragraphs dense enough to be retrieved, cited, and served as standalone answers by AI systems AIO vs. GEO: the new visibility playbook for AI Overviews and generative engines Why zero-click content isn't a threat -- it's your biggest opportunity Seven engagement strategies that make press releases resonate with both humans and machines How to use retargeting to turn press release readers into pipeline The metrics that actually matter in a retrieval-driven world -- and how to reset executive expectations accordingly This is not a book about hacking algorithms or gaming AI systems. It's a disciplined, systematic approach to publishing clear, specific, well-structured content that machines can find, understand, and trust -- and that humans find credible and compelling. Whether you're a marketing director, PR professional, communications strategist, or founder who writes your own releases, News Marketing gives you the technical understanding and practical playbook to build the kind of visibility that compounds over months and years. The companies that start this work now will be the ones that show up when it matters. The rest will wonder why they didn't start sooner.
ASIN: B0H22W4SMG
VSKU: BVV.B0H22W4SMG.G
Condition: Good
Author/Artist:McInnis, David A
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: The item shows wear from consistent use, but it remains in good condition and works perfectly. All pages and cover are intact including the dust cover, if applicable . Spine may show signs of wear. Pages may include limited notes and highlighting. May NOT include discs, access code or other supplemental materials.