In 2025, more than 39,000 press releases distributed through Newsfile offer a clear lens into how public companies are communicating with the market. At this scale, individual announcements fade into the background, and what emerges instead are patterns . The language companies choose reveals how industries are evolving, where credibility is being built, and what investors are being asked to trust. Last year, this analysis focused on identifying the most common keywords by industry. This year, the data points to something deeper. An analysis of keyword frequency across more than 39,000 press releases reveals not only what companies are saying, but how they communicate growth, risk, and value in a changing market. This is the story that language tells about 2025. What Changed in 2025 An Executive Snapshot The shift from 2024 to 2025 was unmistakable. Across sectors, companies moved away from speculative language and toward communication focused on what is already built, operating, and producing results. In Energy and Resources, exploration remained important, but drilling activity and results rose sharply, signaling a stronger emphasis on proving value. In Technology, the language shifted away from innovation led narratives and toward platforms, systems, and security. In Consumer Goods and Retail, brands increasingly spoke like technology businesses, emphasizing services, platforms, and digital reach rather than traditional retail language. In Healthcare and Pharmaceuticals, disclosures centered on clinical activity, patient related outcomes, and measured development milestones, reflecting an emphasis on progress that can be tracked and verified. For issuers and investor relations teams, these shifts matter. The language used in press releases increasingly influences how prepared a company appears and how much confidence investors place in its ability to deliver. Energy and Resources A Shift Toward Execution Disclosure shifted from potential to proof, with results and drilling activity taking center stage. The Energy and Resources sector remained the largest contributor to press release volume in 2025, but the tone of disclosure shifted meaningfully. Evidence Over Potential Gold dominated Energy and Resources disclosures, appearing more than 25,000 times and far exceeding any other keyword in the dataset. Projects were next at the forefront with more than 18,000 mentions. Exploration continued to appear frequently with more than 14,000 mentions, followed closely by drilling at over 11,000 mentions. Results appeared at a comparable scale. Execution now matters as much as discovery. This shift aligns with investor emphasis on tangible progress and verifiable outcomes. Land positions alone are no longer sufficient. Markets are rewarding evidence. Capital activity alongside operations Capital formation language such as offering, placement, proceeds, and financing appeared frequently in Energy and Resources disclosures throughout 2025. When viewed alongside the prevalence of drilling, results, and completed work programs, issuers are increasingly communicating capital activity in parallel with operational progress rather than in isolation. Technology and Innovation A Shift in Disclosure Focus Technology companies are communicating value through what is already built, deployed, and operating. Technology disclosures in 2025 reflected a clear change in emphasis, with language increasingly centered on how technology is deployed, secured, and integrated rather than on future promise alone. The most frequently cited terms were technology , solutions , and platform , all of which significantly outpaced more abstract language such as innovation. Operational Language Takes Priority Words associated with delivery and reliability featured prominently throughout the dataset. Security , services , systems , and infrastructure  ranked among the most common terms, demonstrating a focus on stability, trust, and operational performance. Artificial intelligence did not emerge as a dominant standalone keyword. Instead, it appeared implicitly within broader discussions of platforms, data, security, and system architecture. This suggests that AI is increasingly treated as an embedded capability rather than a headline feature. Value Communicated Through Current Capabilities Overall, the disclosure language reflects a sector focused on technology that is already deployed, integrated, and operating in market. Technology companies are communicating value through execution, system integration, and performance, with less emphasis on long term vision and more attention on what is currently in use. This signals a maturing technology landscape in which credibility is built through demonstrated utility rather than aspirational messaging. Consumer Goods and Retail How Consumer Brands are Communicating Business Models Consumer brands are framing themselves as integrated digital businesses, not just product sellers. One of the most revealing shifts in the 2025 data emerged from the Consumer Goods and Retail sector. The most frequently used terms were not product focused. Instead, language centered on business , support , and activity occurring across  platforms, channels, and markets. This was reinforced by the prominence of services, solutions, digital, platform, data, and users, all of which ranked ahead of traditional retail terminology. Notably absent from the top tier were words tied to physical retail or product attributes. From Products to Integrated Businesses Taken together, the data suggests that consumer companies are increasingly communicating as integrated business operators rather than standalone product manufacturers. Press releases emphasize how offerings function within broader ecosystems, how customers are supported over time, and how value is delivered across digital and physical touchpoints. In practice, many consumer brands now operate as integrated businesses where technology and service delivery play a central role alongside physical products. Their disclosure language reflects that shift. Healthcare and Pharmaceuticals Clinical Progress as the Core Narrative Healthcare disclosures emphasized measurable clinical progress over broad ambition. Healthcare and Pharmaceuticals disclosures in 2025 focused on concrete clinical milestones and patient related outcomes, with companies communicating progress through trial activity, study updates, and regulatory steps. Terms such as clinical , patients , trial , and results  appeared consistently throughout the dataset, highlighting an emphasis on measurable progress in drug and therapy development. Data Driven Updates Over Broad Claims References to clinical results , studies , research , and development  featured prominently, reflecting a sector that communicates advancement through data and defined milestones rather than broad ambition. Rather than relying on promotional language, issuers framed updates around trial phases, regulatory processes, and observable outcomes, reinforcing the importance of transparency and validation. Capital Supporting Clinical Advancement Alongside scientific and patient focused language, capital related terms also appeared frequently. References to funding amounts, including disclosures expressed in millions , were common throughout Healthcare and Pharmaceuticals press releases. This reflects the capital intensive nature of the sector, where financing activity is closely tied to advancing trials, supporting research programs, and moving therapies through regulatory pathways. A Sector Defined by Measurable Progress Overall, Healthcare and Pharmaceuticals disclosures in 2025 reflect an industry focused on advancing therapies through defined clinical pathways, supported by the capital required to sustain development. Communication centered on patient outcomes, clinical validation, and transparent funding needs, reinforcing the importance of measurable progress in building investor confidence and long term credibility. Sector Snapshots Niche but Telling Signals Smaller sectors reveal how disclosure language shifts once industries mature or globalize. Arts, Media, and Entertainment Words like global and digital appear frequently in this category, pointing to an industry that is no longer thinking in regional terms. Many media companies are now launching with international audiences in mind from the start, using digital platforms to reach viewers and users well beyond their home markets. Travel and Transportation Operational language is still a core part of travel and transportation disclosures, but it is no longer the whole story. Press releases increasingly highlight service quality and customer experience alongside logistics, suggesting that companies are competing not just on where they can take customers, but on how the journey feels along the way. Industrial, Manufacturing, and Agriculture In 2025, press releases from the Industrial, Manufacturing, and Agriculture sector took a measured, no-nonsense tone. Language around statements, securities, and forward-looking information appeared often, reflecting careful attention to compliance, while references to equipment, production, systems, and products pointed to companies focused on what is already operating or being delivered rather than long-range projections. How Companies Are Communicating in 2025 Across industries, credibility is increasingly signaled through execution, governance discipline, and operational clarity. Press releases in 2025 show a clear move toward practical, evidence-driven communication. Mining companies are emphasizing results and operational progress. Technology firms are focusing on systems, platforms, and tools already in use. Consumer brands are increasingly framing their stories around digital platforms and connected services. Across sectors, companies gaining attention are not leaning on bold claims or sweeping narratives . Instead, they are using disclosure language to demonstrate execution, governance discipline, and how their businesses are actually operating today. For issuers and investor relations teams, these patterns matter . The words used in disclosure increasingly shape how credibility is judged and how execution risk is understood . As a distribution partner, Newsfile works closely with issuers to help ensure their disclosures are clear, compliant, and reach the audiences that need to see them.

What makes a press release rise above the rest? We analyzed the most successful press releases of 2025 to see what caught attention and why. This year’s review looks at total views from human readers and AI systems across the top five hundred public company press releases distributed through TMX Newsfile in 2025. These views come from all of Newsfile’s general distribution channels, such as Yahoo and Apple. They reflect how audiences discovered and engaged with each announcement. Key Insights from the Most Successful Press Releases of 2025 What the Data Shows The data revealed several clear patterns in how both AI systems and human readers discovered and engaged with corporate news in 2025. AI driven visibility played a stronger role this year. Announcements involving technology, cryptocurrency, artificial intelligence, or major funding consistently received higher levels of AI views. Some releases were discovered primarily by AI systems. A small group of announcements across the whole network received more than 75% of their visibility from AI activity. These were typically highly technical or capital-focused updates. Some top releases were driven almost entirely by human readers. Several top performing releases, including the Medicus Pharma announcement, received almost all of their visibility from human readers. This shows that biotech updates, operational progress, and major corporate decisions continue to draw strong direct attention from investors. Strong performers stood out across several categories. A handful of announcements rose to the top of the rankings. These releases attracted noticeably more visibility than the rest of the dataset and did so because they presented clear financial results, meaningful operational progress, or structured and well defined updates. Human readers were drawn to updates that felt concrete and credible. Releases with clear financials, real progress, or specific milestones earned the strongest human readership. Biotech, mining, energy, and clean technology continued to attract strong human readership. International and multilingual announcements also performed better than expected. Why this matters Press releases are being discovered in more ways than before. Some are surfaced quickly by AI systems, while others draw strong direct readership from investors looking for clear updates. Human readership played a major role in the strongest performing releases, especially in categories related to clinical development, mining updates, and financial results. Some of these releases ranked highly even though they had almost no AI activity. Understanding both patterns helps show what actually captures attention today. How AI Changed Press Release Visibility in 2025 AI activity emerged as a meaningful second audience in 2025. Large language models and news discovery tools surfaced releases that had clear structure, specific numbers, and topical relevance. Announcements involving AI, digital assets, clinical milestones, or major financing often saw elevated AI views. Releases with especially high AI activity A small number of announcements stood out for unusually strong AI discovery, including releases where more than 75% of total visibility came from AI systems. These were typically highly technical or capital-focused updates with clear metrics and strong topical signals. These releases shared common traits. They included well-structured information, specific outcomes, and explicit actions. In other words, details that AI systems can quickly scan, understand, and elevate in search results. At the same time, several of the highest ranking releases had less than 1% AI views, which demonstrates that human engagement continues to drive visibility for areas such as biotech, mining, and financial disclosure. What Made Press Releases Successful in 2025 AI systems amplified stories tied to technology and capital. Announcements involving artificial intelligence, blockchain, crypto treasury strategies, or significant funding attracted unusually strong AI views. These topics contain structured information that AI systems tend to surface quickly and distribute widely. Human readers continue to value clarity, credibility, and measurable outcomes Earnings updates, dividends, drilling results, acquisition news, and clinical milestones consistently earned the highest direct readership. Investors gravitated toward releases that delivered specific results rather than broad strategic commentary. Mining and energy remained reliable audience drivers Mining updates in particular drew steady attention throughout the year. Clear metrics, transparent reporting, and the material nature of these announcements made them strong performers among human readers. Biotech releases captured highly engaged audiences Clinical trial progress, research milestones, and new partnerships saw sustained human readership. These updates tend to attract technically informed readers who follow developments closely. International releases performed better than expected Multilingual announcements, including several German-language releases from Metavista3D, saw strong readership from highly specialized technical communities. Crypto treasury news surged in visibility Announcements involving bitcoin acquisitions and digital asset strategies drew attention across both AI and human audiences. These updates were among the most widely shared inside financial AI ecosystems. The Top 10 Most Successful Press Releases of 2025 The following releases ranked highest based on total views and the combined effect of human and AI engagement. This is a selection from the broader dataset. 1. DiagnaMed Announces CFO Transition Leadership changes remained one of the most trusted categories in corporate disclosure. Nearly all of the activity for this announcement came from human readers, reinforcing how valuable clarity and transparency are in senior management updates. Click to view press release Takeaway: Clean and direct leadership announcements continue to perform extremely well. 2. Worksport Reports Q2 Revenue Growth and Profitability Momentum Investors responded strongly to Worksport’s clear explanation of revenue growth and margin expansion. Financial updates that show specific progress continue to earn high levels of human readership. Click to view press release Takeaway: When a company has measurable progress to report, it should lead with those specific numbers. 3. Apollo Biowellness Provides 2025 Outlook Forward-looking guidance was a major trust signal again this year. Investors want to understand both near-term operations and long-term expectations, and Apollo’s clear framing of future plans drew strong readership. Click to view press release Takeaway: Guidance and outlook updates help frame expectations and build credibility. 4. Silver Dollar Resources Sells Ranger Page Project The release stands out because it clearly outlines the project update and terms of the sale. Mining audiences value direct, easy-to-follow information, and this announcement delivered exactly that. Click to view press release Takeaway: Clear and specific mining transactions consistently earn strong engagement. 5. Equinox Gold and Calibre Mining Combine to Create a Major Americas Producer Scale, consolidation, and strategic rationale made this announcement one of the strongest human-performing releases of the year. Large mining combinations consistently attract attention when the strategy is clear. Click to view press release Takeaway: Significant transactions always draw interest when the strategic value is well explained. 6. Phio Pharmaceuticals Announces U.S. Manufacturing Agreement Operational updates in biotech tend to attract highly engaged readers. This agreement signaled maturity in Phio’s development pipeline, which helped drive strong human readership. Click to view press release Takeaway: Biotech audiences reward clarity around manufacturing readiness and clinical preparation. 7. Metavista3D Unveils Digital 3D Microscope in German Language Release This announcement stood out because a highly specialized technical audience interacted with it at meaningful levels. The international format did not limit engagement and may have supported discoverability among targeted engineering communities. Click to view press release Takeaway: Well focused international releases can outperform expectations. 8. PlasCred Receives 5 Million Dollar Sustainability Grant A meaningful capital grant combined with a clean-energy initiative created strong investor interest. ESG-linked funding remained a reliable driver of visibility in 2025. Click to view press release Takeaway: ESG funding announcements continue to attract broad investor attention. 9. Metavista3D Presents at Society for Information Display Conference in Detroit Technical presentations often draw niche but highly engaged readers, and this update was no exception. Engineering and research-focused audiences responded strongly to the announcement. Click to view press release Takeaway: Industry conferences can be excellent visibility drivers for specialized companies. 10. Medicus Pharma Completes Acquisition of Antev Limited Medicus Pharma’s update attracted strong attention by combining a major acquisition with clear clinical milestones. The release outlined significant market opportunities and detailed Phase 2 study designs, which helped drive elevated biotech readership. Although less than 1% of its views came from AI systems, it still ranked among the top performers. This shows how strongly biotech readers respond to specific clinical milestones and major corporate updates. Click to view press release Takeaway: Biotech releases that combine major transactions with clear clinical milestones and defined market opportunities reliably generate strong visibility. What 2025 Taught Us About Successful Press Releases Several themes appeared consistently across the highest performing releases: Numbers carried more weight than adjectives. Structured writing increased AI visibility. Clear milestones helped build human trust. Human driven visibility remained dominant in biotech updates, mining news, and major corporate announcements. Human interest was consistently strong in sectors where updates contained measurable scientific or operational results. Clarification updates and operational progress outperformed expectations. International releases received more attention than usual. Across all categories, the strongest releases managed to resonate with both human readers and AI systems. How Issuers Can Optimize Their Press Releases for 2026 For human readers Lead with the most material fact. Use clear numbers and short paragraphs. Highlight outcomes and strategic progress. For AI systems Use consistent terminology. Be explicit when describing actions and results. Include specific metrics when possible. Avoid vague or overly promotional language. For investor relations outcomes Connect each announcement to long-term strategy. Maintain consistent messaging from quarter to quarter. Ensure news flow reinforces credibility and trust. 2025 Introduced a New Visibility Landscape The year made one thing clear. Press releases are no longer interpreted only by human investors. AI systems play a measurable role in how information is ranked, summarized, and shared across the digital ecosystem. Companies that understand this shift will be better positioned to communicate effectively in 2026 and beyond. TMX Newsfile is committed to measuring both human and AI readership. This provides issuers with a new level of clarity about how their disclosure actually performs. Need Help Crafting a Successful Press Release TMX Newsfile helps companies communicate material information clearly and effectively for both human audiences and AI systems. Our editorial team works with issuers to ensure that each announcement is structured for maximum visibility and engagement.

Part of TMX Newsfile’s ongoing look at how AI is reshaping corporate disclosure and communication. According to TMX Newsfile data, OpenAI and Microsoft now account for more than 50% of all AI activity detected reading TMX Newsfile press releases, showing how deeply these systems engage with corporate news. Each time a company issues a press release, it now reaches more than journalists and investors. It is also being read and analyzed by AI models such as ChatGPT, Copilot, and Grok, which use corporate disclosures to train their systems and generate accurate, real-time answers for users. This shift is redefining corporate communication. Your AI press releases no longer just inform people. They teach machines and this shapes how AI represents your company in future answers and summaries. In this article: Meet Your New Top Readers of AI Press Releases Two Ways AI Reads Press Releases From Crawling to Context: How AI Reading Habits Have Evolved Inside ByteDance’s Doubao: The Model Behind the Numbers AI Press Releases by the Numbers: 2022 to 2025 Why AI Press Releases Matter for Communicators Meet Your New Top Readers of AI Press Releases Our analysis of AI-driven activity across the TMX Newsfile network shows that in 2025, OpenAI (ChatGPT) and Microsoft (Copilot) are the top readers of corporate press releases, together representing over half of all AI activity. OpenAI (ChatGPT) - Represents about 30% of all AI-driven press release impressions. OpenAI uses press releases both for training (model learning) and grounding (real-time factual reference), giving it a strong footprint across both types of AI activity. Microsoft (Copilot) - Accounts for roughly 25%, driven by grounding activity across Bing and Microsoft 365, where Copilot retrieves and summarizes live factual content from sources like press releases to support user queries. ByteDance (Doubao), X (Grok), and Amazon (Titan/Alexa) - Together represent about 35%, with activity primarily linked to training their respective large language models. Together, these interactions come from a small group of powerful AI systems. Here’s a quick look at which companies operate each model. This data confirms that your company’s news is being read and processed by the most influential AI systems shaping how information is created, summarized, and shared. Two Ways AI Reads Your News: The Student and The Fact Checker AI systems read press releases in two distinct ways, and understanding both explains why your company’s content continues to matter long after publication. The Student (Training) Models such as Doubao, Claude, LLaMA, and Titan/Alexa read archived releases to learn how businesses communicate. They study how earnings are written, how CEOs announce change, and how information is structured. Every clear, factual release helps teach AI what credible corporate communication looks like and becomes part of its long-term memory. The Fact Checker (Grounding) Systems such as ChatGPT, Copilot, Gemini, and Perplexity use press releases in real time to verify information and answer questions. When someone asks about your company’s latest results, these AIs pull directly from your releases to provide accurate, up-to-date responses. Together, these two modes—learning and referencing—show why strong, factual press releases now shape both how AI learns and how it reasons. As AI systems continue to read and respond to company news, the next step is making sure your releases are written to be understood by them. This is where Answer Engine Optimization (AEO) comes in. From Crawling to Context: How AI Reading Habits Have Evolved When we looked back at AI-driven activity from 2022 through 2025, one company initially stood far ahead: ByteDance (Doubao). During this early period, Doubao led all AI systems and accounted for roughly 30 percent of all AI-driven press release interactions across our network. This dominance reflected the first phase of AI development, which focused heavily on large-scale training. Doubao’s crawlers scanned billions of words, including press releases, to teach its models how businesses communicate, report financials, and launch products. In 2025, the picture looks very different. The landscape has shifted toward a more balanced model where both training and grounding play vital roles. OpenAI (ChatGPT) has grown significantly in training-based activity, while Microsoft (Copilot) continues to lead in grounding. Together, they now account for just over 50% of all AI-driven interactions. Training remains a powerful force, but grounding is rapidly becoming an equally important layer. This evolution shows that AI reading behavior is no longer one-dimensional. Press releases are being used both to train tomorrow’s models and to inform today’s real-time answers. In doing so, they have become one of the most valuable content sources for both learning and grounding. Inside ByteDance’s Doubao: The Model Behind the Numbers One AI model in particular helps illustrate how training activity works. ByteDance’s Doubao has been one of the most active crawlers on the TMX Newsfile network, using press releases as structured, factual material to teach its language models how businesses communicate and announce new developments. Doubao’s training activity demonstrates why press releases are such valuable content for large language models. Their consistent format, credible information, and timely updates make them ideal material for AI systems that are learning how to write, summarize, and interpret corporate news. AI Press Releases by the Numbers: 2022 to 2025 The data below shows how AI readership of TMX Newsfile press releases has shifted from the “training boom” years to today’s stage. Comparing long-term trends to 2025 YTD reveals which AI models are still in heavy training cycles and which have slowed. There has been a clear shift in leadership from ByteDance to OpenAI. Overall, ByteDance’s intensive data collection has eased, while OpenAI is now driving the next major training wave. Training remains the dominant behavior, and the platforms leading it are the ones shaping how AI learns from real-world corporate news. But, real-time grounding is also at the forefront and is expected to increase over the coming years. Why AI Press Releases Matter for Communicators AI is no longer a passive technology. It’s an active consumer of your news. Every press release now speaks to two audiences: Humans — investors, journalists, and stakeholders. Machines — AI models that learn from, ground in, and quote your words. The takeaway: AI press releases are your brand’s data handshake with the future. The clearer, more structured, and more factual your communication, the more accurately AI systems will represent your company, in answers, summaries, and search results. This blog revealed which AI platforms are most actively reading TMX Newsfile press releases — with OpenAI and Microsoft now leading by a wide margin. We also saw how AI systems use press releases in two ways: to train their models and to ground real-time answers. Together, these insights show that press releases now play a critical role in teaching AI how to understand and communicate corporate information. Press releases have always shaped market perception. Now they shape machine perception, too. The way you write your press releases today will determine how AI describes your company tomorrow. Next, we’ll explore how fast this AI audience is growing — and how it compares to traditional human readership. The results might surprise you.

AI isn’t just a future trend. It’s already reshaping how press releases are read, shared, and discovered today. The audience for your news is no longer only human. Journalists, analysts, and investors still matter, but now AI systems are scanning, indexing, and summarizing your announcements at scale. Here are a few numbers that show the size of this shift: 78% of companies now use AI in at least one function (McKinsey, 2025) 92% of Fortune 500 companies are using OpenAI's technology (Financial Times) The generative AI market is projected to reach $1.3 trillion by 2032 (Bloomberg Intelligence) Generative AI traffic to U.S. retail sites surged 1,200% in just seven months (Adobe, 2025) By 2026, 25% of search queries will shift from search engines to AI “answer engines” (Gartner) AI retrieval bot traffic jumped 49% in Q1 2025 compared to Q4 2024 (Washington Post) What does this mean for you? Every press release now speaks to two audiences at once: people and machines. Serving this second audience—the AI systems—is the new frontier of corporate communications. And this is just the beginning. In our next article, we’ll reveal which AI companies (Anthropic, Google, Perplexity, and more) are crawling press releases the most, with charts that show the surge in traffic. Two Ways Your Press Releases Power AI Your news release, distributed through our SEO-optimized network, has a dual lifecycle. It doesn't just inform the public; it actively fuels the intelligence of the world's most advanced AI models. This happens in two critical phases. 1. Training AI with Your Press Releases There are many popular AI models out there like ChatGPT, Gemini, Claude, Llama, Perplexity and Grok. These tools are built on large language models (LLMs), trained on massive amounts of text to understand and generate human-like language. And how do they learn? By reading. A lot. Trillions of words from across the internet. To do this, they rely on bots that crawl trusted sources on the web — including press release networks — to gather high-quality text. Once trained, though, their knowledge is fixed at that point in time. They don’t automatically update with new information. This means massive libraries of historic press releases have become part of the model’s long-term memory. These crawlers are indexing press releases for search. At TMX Newsfile, we've studied the data and know with certainty that our releases are being crawled for use in AI models. Your earnings release teaches an LLM what financial health looks like. A product launch helps it understand how companies position innovation. An M&A announcement becomes a case study in corporate strategy. So in a real sense, every press release you publish is like another page in AI’s textbook on how the business world works. 2. Keeping AI Current with Your Press Releases (Grounding) Training gives an AI its long-term memory, but it doesn’t keep the model up to date. That’s where grounding comes in. Grounding means connecting an AI system to real-time, live sources of truth so its answers reflect the latest facts. And one of the most important sources AI looks for? New press releases. Takeaway: Press releases are no longer optional updates — they’re how you control your narrative with both humans and AI. When AI systems search for current, reliable information, your release is often what gets pulled in and used to shape the answer. Grounding capabilities are quickly being implemented in most AI models. OpenAI has browsing built into ChatGPT, Anthropic’s Claude retrieves fresh facts through connected APIs, Google’s Gemini grounds its responses in Google Search and enterprise data, Perplexity is built entirely around grounded search, and Grok taps into real-time data from X (Twitter). Grounding is now the default way AI reduces errors and stays relevant. Because your new press releases are instantly distributed across our 400+ channel partners and structured for discoverability, they’re often one of the first sources AI systems turn to for accurate, up-to-date answers. If someone asks, “What did [Your Company] announce about Q3 earnings?”, the model finds your release, checks the facts, and responds with your official statement. Without your timely press release in circulation, the AI will still try to answer. But, it may rely on incomplete, speculative, or less reliable sources. How to Write for a Dual Audience: Optimizing Your Press Releases for Humans and AI Knowing that AI is a primary audience requires a shift in how we write and structure news. The good news is that best practices for AI and humans largely overlap. AI values clarity, structure, and factual density. These are also the same qualities that a busy journalist or investor also appreciates. This approach is often called Answer Engine Optimization (AEO). Here’s how to do it better than anyone else. 1. Structure for AI Scannability and Extraction AI models look for predictable patterns to extract key information. Front-Load the 5 Ws: Your first paragraph should be a self-contained summary answering Who, What, When, Where, and Why. This is prime material for an AI-generated snippet. Concise summary bullets up top: Add 1-3 'what's new / why it matters' bullets before diving into details. Clear, hierarchical headings (for longer releases): While short news updates may not need them, longer earnings or investor releases benefit from bolded headings such as Key Takeaways, Financial Highlights, or FAQs. Use bullets or numbered lists for key data: Instead of burying metrics in a dense paragraph, break them out for easy scanning. Before (Dense Narrative) After (AI-Friendly) "The company announced impressive third-quarter results, with revenues reaching $50 million, a 15% increase year-over-year, and a net profit of $5 million, while also growing its user base to over one million active subscribers." Key third-quarter highlights include: Total Revenue: $50 million (a 15% YoY increase) Net Profit: $5 million Active Subscribers: Exceeded 1 million" Include an FAQ section (optional): Increasingly used in investor updates, a short Q&A makes complex releases easier for both readers and AI. 2. Prioritize Factual Density Over Marketing Hype AI algorithms down-rank vague, promotional language and reward specifics. Instead of relying on adjectives, prove your point with names, dates, and verifiable facts. Here’s how vague marketing language compares to fact-based statements: Takeaway: Name entities consistently: Products, execs, partners, and locations build credibility. Anchor claims in facts: Use dates, client counts, or geographies. Cut hype: Let specifics speak louder than adjectives. 3. Leverage Multimedia and Metadata AI doesn’t just read your text. It pulls signals from images, videos, and code-level markup to understand and surface your news. Descriptive alt text: Write literal descriptions. Instead of “Graph,” use “Bar chart showing 15% YoY revenue growth for Q3 2025.” Informative captions: Add context under photos, videos, and infographics so both humans and AI know what they represent. Schema markup: Wrap releases in NewsArticle schema so search engines and AI can instantly recognize it as an official news announcement. Multimedia assets: Charts, infographics, and PDFs make facts scannable and reinforce credibility. Press releases are no longer optional updates. They are the way your brand teaches both humans and AI who you are. Ready to put your news in front of the audiences (and algorithms) that matter most? Contact us to learn how.

Earnings release trends are evolving rapidly, and staying ahead is essential for remaining competitive. TMX Newsfile analyzed approximately 1,100 earnings press releases distributed in 2024. The study found that Thursday remains a top day for press release engagement, while Tuesday has shown the biggest year-over-year growth in views. This blog explores five key trends reshaping earnings releases. Discover how to adapt your strategies to boost engagement, meet compliance standards, and strengthen your relationships with investors. Key Trends in Earnings Releases Earnings announcements are no longer routine updates—they’re strategic opportunities to shape investor perception. Timing, content, and communication strategies play a critical role in staying ahead of evolving expectations. As Phil Mackintosh, Nasdaq Chief Economist, explains, "Earnings are one of the most important drivers of stock returns." By aligning your approach with these key trends, you can maximize the impact of your earnings announcements. 1. Midweek Timing Leads Engagement in Earnings Press Release Trends The timing of your earnings releases can have a direct impact on how your audience engages with your message. In addition, understanding the timing of earnings releases can help you align with investor expectations. Timing Strategies for Earnings Release Trends When you announce earnings matters. TMX Newsfile’s analysis of approximately 1,100 earnings releases distributed in 2024 reveals that companies strategically choose midweek days—Tuesday, Wednesday, and Thursday—for publishing earnings releases. These three days consistently account for 70% of weekday announcements, with Thursday leading as the most popular day. Thursday also generates 42% more engagement compared to Monday for published earnings releases. 💡 Quick Tip: TMX Newsfile’s published and viewed charts offer actionable insights that help companies make informed choices about when and how to release earnings. The chart below shows Thursday’s consistent dominance in publication volume from 2022 to 2024. Fridays, by contrast, are the least popular, while Wednesdays have steadily gained traction—reflecting shifts in companies’ strategies for timing announcements. 💡 Quick Tip: Review your historical publication schedule to pinpoint the days that align best with your audience and maximize your announcements’ visibility. Viewership Trends of Earnings Releases Viewership trends in the chart below also offer additional important insights. While Thursday remains a strong day for engagement, Tuesday has seen the largest year-over-year growth in views, signaling its growing appeal to audiences. Mondays, on the other hand, consistently receive the lowest views, confirming their less favorable timing. However, overall, all five business days see a somewhat similar amount of views. 💡 Quick Tip: Use a combination of publication and viewership data to fine-tune your strategy, ensuring your earnings releases reach the right audience at the right time. After-Hours Releases The time of day is just as important. According to Phil Mackintosh, Nasdaq Chief Economist, earnings released after market close perform better than pre-market announcements. In fact, after-hours releases perform about half a percentage point better than pre-open releases over the next 25 trading days. This happens because investors have more time to process the information, which reduces market volatility. 💡 Quick Tip: Switch to after-hours announcements if you are looking to give investors time to react thoughtfully to your news. This may increase your stock’s performance. 2. Enhanced Financial Tables & Forward-Looking Insights Drive Earnings Release Trends How you present your earnings matters as much as the numbers themselves. Comprehensive Financial Tables Your investors expect transparency, and detailed financial tables are essential for building trust and confidence. For example, Atrium Mortgage Investment Corporation's third quarter earnings release demonstrates how clear breakdowns of revenue and earnings can effectively showcase performance. Click to view the press release There are many other powerful examples of earnings press releases that showcase different ways to display your earnings news. Forward-Looking Statements Forward-looking statements are becoming more common, helping you set realistic expectations and reduce volatility. By offering guidance on forecast performance, you can better manage investor sentiment and create more stable market reactions. As an illustration, Olympia Financial Group Inc.'s third-quarter 2024 results demonstrate how clear forward-looking guidance can build investor confidence and support stable market responses. Click to view the press release 💡 Quick Tip: Pair your financial tables with forward-looking insights to provide a complete picture of your company’s performance. 3. AI & Real-Time Tools Transform Earnings Press Release Strategies New tools like real-time data feeds and AI are changing the way you prepare and share earnings reports, making it easier to meet your audience's needs. Real-Time Data Feeds Technology is changing how companies share earnings information and how investors consume it. Furthermore, real-time data feeds are a growing trend in earnings reporting as companies are prioritizing transparency and speed. For example, TMX Newsfile distributes press releases instantly through platforms like Bloomberg Terminal and Thomson Reuters Eikon, ensuring your company updates reach analysts and investors in real time. Faster delivery allows your audience to make quicker decisions, helping traders act on new information and shape how your earnings are perceived. These tools are key to modern earnings press release strategies, ensuring your updates reach the right audience. AI-Powered Preparation Generative AI is transforming how companies prepare for earnings announcements, particularly in refining messaging and anticipating investor concerns. For example, organizations like Skechers USA and Ciena are using AI to predict analyst questions, enhance the clarity of prepared remarks, and ensure their messages resonate with diverse audiences. 💡 Quick Tip: Consider developing or integrating in-house AI tools to keep sensitive financial data secure while benefiting from cutting-edge technology. 4. Transparency & Standardization Shape Earnings Press Release Trends Staying compliant is critical as regulations evolve. Your company needs to focus on greater transparency and standardization to meet these demands effectively. Enhanced Disclosure Requirements Regulators are demanding greater transparency in earnings reports, driven by new rules like the SEC’s Climate ESG Disclosure Rules. This move is part of a broader effort to standardize reporting and provide investors with comparable, reliable data to guide their decisions. Clear financial metrics and forward-looking statements are also essential for enhancing transparency and building trust. By increasing transparency, you not only help investors make informed decisions but also ensure your company stays compliant with evolving regulations. Standardization Efforts Standardized reporting formats are becoming increasingly important. They make it easier for investors to compare performance across companies and help ensure your filings meet regulatory expectations. As an illustration, the SEC’s Form N-PX mandate requires investment managers to use a consistent format to report executive compensation votes. Also, tools like TMX Newsfile’s Form N-PX Conversion and Filing Service simplify this process by converting data into the required XML format, ensuring compliance and clarity. In Canada, SEDAR+ supports the push for standardization by centralizing filings into one system, streamlining submissions, and making disclosures easier for investors to access and compare. 💡 Quick Tip: Use industry-standard templates for your earnings reports and filings to ensure consistency, simplify compliance, and make your data easier to understand. 5. Proactive Communication & Social Media Boost Earnings Press Release Impact Your investor communication strategy can shape how your company is perceived and help build stronger relationships. Proactive Communication Engaging directly with investors in real time has never been easier. Social media platforms like Twitter and LinkedIn let you share key earnings highlights instantly, helping you connect with a broader audience. Proactive strategies, such as pre-announcements or earnings previews, can help you manage expectations and reduce stock volatility during uncertain periods. These approaches build trust and ensure your messaging stays ahead of market concerns. The following press release demonstrates how to announce the timing of financial results for an upcoming release. Click to view the press release 💡 Quick Tip: Specify the timing of your earnings release in your pre-announcement, such as "before market opens" or "after market closes," to help investors plan accordingly. Include the delivery method, such as via press release or live earnings call, to ensure they know where to access the information. Use of Social Media Social media is now essential for your earnings announcements and investor relations strategy. Platforms like Twitter, LinkedIn, and Reddit let you engage directly with stakeholders, monitor sentiment, and share updates instantly. These tools help you tailor your messaging and stay ahead of communication trends. With 55% of social media users learning about companies through these platforms and 80% of institutional investors using social media for work, integrating social media into your plan is critical. Following practical tips for incorporating social media into your investor relations plan can help you maximize reach, build trust, and improve transparency. Consistently sharing updates and engaging with followers keeps you visible and credible. Social media isn’t just about information—it’s a way to build meaningful connections with your investors and stakeholders. 💡 Quick Tip: Keep your social pages updated and share content tailored to each platform. Earnings releases are no longer just routine disclosures—they’re strategic opportunities to engage your investors, build trust, and influence stock performance. By staying informed about earnings release trends, you can ensure your announcements remain impactful and effective. Need expert support? TMX Newsfile offers comprehensive services to guide you through every stage of the earnings release process. From meeting regulatory standards to ensuring seamless communication, we help you deliver accurate, compliant, and impactful announcements that resonate with your investors.