How AI can help you create, land and track the perfect pitch
Gain access to journalists and craft personalized outreach.
Generative AI boosts productivity by allowing professionals to accomplish tasks more efficiently. As AI tools become more integrated into workflows, the technology can also shape the way PR pros build relationships with journalists.
“AI is going to just play a huge role in not only opening up access, but also helping with personalization, which will then also help with performance,” said Jason Brandt, chief marketing officer of PRophet, at Ragan’s Future of Communications Conference.
Access
Brandt said that while PR is community oriented, it is also a closed system. Formerly, only those with ongoing relationships could access top-tier journalists. AI technology allows anyone to have access to journalists across the national and local levels. To Brandt, this technology really benefits small agencies, individuals and those looking to break into the PR arena.
Personalization
With AI, PR professionals can better personalize pitches to journalists. Technology examines recent articles to make your pitch relevant to their current coverage, while avoiding overlap or repetition. This, Brandt said, is what makes a pitch pop in a journalist’s inbox.
Performance
Tools like PRophet can track the number of pitches a PR pro is landing. AI can show how your relationship with a journalist evolves over time. With a knowledge base of your past pitches and a journalist’s past articles, AI tells you how you can pitch in a different, unique way.
Watch the video below to learn more how AI can help PR pros adjust to emerging media outlets and changing news preferences:
I enjoyed learning how AI can be used in PR to enhance how PR practitioners approach journalists. Understanding that AI can make journalists accessible, while also perfecting pitches, is invaluable in saving time for the day-to-day of a PR practitioner. AI is only getting bigger and is already changing the way we approach every day tasks, so applying AI to PR work seems like it will only improve the quality of the practice and pieces produced. – Reese Ham, writer/editor for Platform Magazine