Three areas where AI can improve media outreach

Media outreach takes time and can often feel redundant. But PR pros can use AI to optimize workflows and alleviate the daily stress of repetitive tasks while continuing to build trust with reporters.

However, there are two important questions you need to first address:

Whether you’re dedicating a large portion of your day to media pitches, topic analysis or media trends, the approach to AI should be about starting small and staying human-led, said Will Hodges, U.S. cross-commercial communications director at PwC, during the 2025 PR Daily Conference.

“Those small adjustments can really compound to save time and deliver big impact, but you don’t want this to be an outsource or autopilot for your work,” he said. “You need to make sure you’re involved and use AI as an augmentation for your work, or a supplement, not a substitute.”