AI has flipped the script on how B2B technology marketing and PR teams approach media relations. Instead of running from it or decrying it as a fad, our agency has embraced the technology as an undeniable way of life moving forward. In fact, most of our industry agrees, with Muck Rack noting last year that 64% of PR pros used generative AI in some form.
Regarding the media relations part of our job, we’ve learned a lot through trial and error. Here are some of the biggest AI-related takeaways when it comes to the marriage of this disruptive technology and client coverage.
Understand how media incorporates AI
As you plot out your AI journey, you have to know how your target media use it and understand their general stance on the technology. This isn’t to say that your messaging and position should shift based on how an outlet approaches AI — that would be disingenuous.
But knowing their stance on AI is helpful with near-term pitches and can give you a broader insight into the media in general. And this goes beyond a cursory glance — it requires in-depth research and analysis.
AI’s role in media operations
Some media outlets are all in on AI, while others are taking a “dipping a toe in the water” approach. Before pitching, understand how each target publication utilizes AI-powered tools for generating articles, writing headlines or creating social media content.
For example, SDxCentral uses AI-driven algorithms to analyze reader behavior, while Built In uses the technology to write fact- and data-based pieces like funding announcements.
Establishing a “who does what” baseline will take some time. Further, you’ll need to be vigilant about updating your media database, as media outlets are evolving their stance on AI in real time. Speaking of which…
Their journalistic stance on AI
Some media outlets avoid using AI altogether, while others assign less in-depth articles to AI, leaving in-depth pieces to human journalists. Prioritize the outlets at the top of your target list and investigate their respective policies on the use of AI in their reporting.
Start by looking for any public statements they’ve made or articles they’ve published about the ethical implications of AI in media. Then dig deeper by gauging the views of individual editors and reporters. Are they generally receptive to AI-powered tools or concerned about potential job displacement or the impact on journalistic integrity? The answers will help you determine whom to pitch, how to pitch and what to pitch.
Enhance, Don’t Replace, Your Pitching Process with AI
We can all agree that AI’s most significant gift to marketing and PR teams is efficiency. AI cuts down on the time you spend doing a lot of menial media relations prep and gives you the insight you need to pitch the stories that mean the most to your media targets. Here are some examples.
AI-powered research
We can make any claim in a pitch, but without third-party validation, a reporter’s response may amount to an eye roll and a click on the trash icon. AI-powered research platforms like Google Scholar and Semantic Scholar are useful in finding studies that help back up an assertion or provide enough contrary evidence to make you rethink a stance. These databases can quickly gather data, identify relevant research papers and uncover emerging trends in your industry.
A common media relations problem is angle block — finding a fresh, new way to tell an existing story. AI offers a fresh set of digital eyes to help you analyze news trends and identify unique ways to frame your story. Media relations tools like Meltwater and CisionOne use AI to help identify emerging trends and gauge public sentiment, allowing you to craft compelling narratives that resonate with journalists and their audiences.
AI-driven tools from Muck Rack can also speed up target research by identifying key influencers and journalists covering your industry. By analyzing their past coverage, social media activity, and areas of expertise, you can pinpoint the most relevant contacts for your story.
Optimized reporter research
Let’s be clear: You understand the nuances of your organization’s story and how to position it (more on that later). Your knowledge and creativity make a pitch effective, but AI tools can give you the insight necessary to write a better pitch faster and more succinctly — something most reporters appreciate.
Use GenAI tools like ChatGPT or Google Gemini to review a healthy sample size of a reporter’s articles. (Some tools allow you to use URLs unless they’re behind paywalls or require a subscription. In that case, copy and paste the text into the prompt.) Then ask it to analyze things like:
- The reporter’s writing style
- Common keywords and phrases in their writing
- Areas of interest and potential pitching angles within those areas
- Insight they might be looking for from a source.
Contrast this insight against your company’s story, messaging and value prop. You can tailor your message to the reporter’s individual preferences and increase your chances of capturing their attention.
ChatGPT and Google Gemini can also help you optimize pitches — something reporters prefer — while ensuring that the most critical points of the story are front and center. A good prompt for this purpose is “Please review this pitch for conciseness, clarity and relevance based on (what you learned from the paragraph above).” These tools are also great for compelling and attention-grabbing subject lines that make your messages more likely to be opened.
While AI can supercharge your pitching process, it should follow your lead — not the other way around! AI still lacks the human touch and creativity that fuel superior storytelling. To swing the spotlight your way, dig into the nooks and crannies of your story and use AI to help put it together or find new ways to present it.
Embrace AI-powered tools responsibly
The oft-repeated assertion, “With great power comes great responsibility,” is a bullseye when considering the relationship between marketing and PR teams and AI. Those who hand AI the keys to the castle may soon find themselves locked out.
AI is an assistant, not a replacement
Let AI automate tasks like data analysis and content ideation/structure, research, etc. But leave human judgment to, well, the humans hired to be creative and strategic. Use AI to enhance your team’s strengths and to free up valuable (and billable) time for relationship-building, strategic planning and creative brainstorming.
Human oversight and accountability
Establish clear guidelines about how your marketing and PR team uses AI to ensure that they’re using it responsibly. For example, put a person or a group in charge of reviewing AI-driven marketing and PR processes to ensure that the technology is actually helping. This can include fact-checking AI-generated research for accuracy, spotting bias and punching up content. It’s also important to install guidelines for addressing unintended consequences or errors — and, more importantly, ensuring that those consequences aren’t afforded an encore performance.
Learning and adaptation
Imagine being tasked with gathering hundreds of marbles on a frozen lake — on a windy day. While it would be hard to imagine why anyone would be asked to do such a thing, it does illustrate what it’s like to maintain AI best practices in marketing and PR. To stay on top of things — and to maximize your AI ROI — experiment with different AI tools and techniques to find what works best for your team. Continuously refine your strategies based on your experiences and the evolving needs of the market.
Remember, you’re going to make a ton of mistakes. Be open to learning and adapting to the changing role of AI in PR and marketing when “D’oh!” moments occur. Embrace new challenges and opportunities as they arise and meticulously record what worked, what didn’t and, most importantly, why.
AI isn’t going away, so treat it like salt: It can enhance the flavors that already exist and create new, exciting ones. But don’t use too much — you’ll just ruin the soup. Wanna work with a super smart agency that uses AI to get results for businesses like yours? Hit us up!
