AI is constantly being incorporated into day-to-day work. In the PR industry, AI is accelerating research, helping identify industry trends, and organize information with just a few prompts. This has undoubtedly improved productivity, allowing for quicker response times to breaking news and less time spent on administrative tasks.
But somewhere along the way, AI shifted from a tool that supports the pitching process to one that is increasingly writing pitches itself. As a result, the volume of outreach has skyrocketed. Journalists are inundated with templated emails that often lack relevance and originality. Many can spot this immediately, and they are just as quick to ignore them.
While AI can make the process more efficient, successful media relations will always rely on something AI will never be able to replace–human judgement.
Work Smarter, Not Harder
When used strategically, AI is a valuable tool for helping with content development and idea generation.
One of its most practical applications is research. AI can quickly summarize recent news, identify emerging themes, and help better understand a journalist and their audience. It can also streamline administrative tasks, such as monitoring news cycles, tracking coverage, and organizing information.
While necessary, these tasks are often the most time-consuming parts of a PR professional’s day. Reducing time spent on routine work creates more opportunities to focus on developing compelling stories and building meaningful relationships.
The key is to view AI as a supporting tool, not a substitute for strategic thinking.
What AI Can’t Do
AI can help prepare for a pitch, but it should never be solely responsible for writing one.
The strongest pitches are rooted in audience understanding and creativity. They demonstrate a clear understanding of why a story matters to a specific journalist and their audience. These are things that can only be developed through experience and human insight.
While AI can identify patterns, it often struggles to determine what makes a story genuinely newsworthy. It lacks the ability to think strategically about the story itself, so it can’t reliably assess whether a pitch is timely, whether an angle is compelling, or whether a story is even worth pitching at all. AI also has a tendency to introduce inaccuracies, misinterpret context, and reinforce existing biases. Any of these can instantly undermine credibility.
As AI becomes more widespread, and everyone gains access to the same tools, originality has become the true competitive advantage.
How to Make Sure Your Pitch Doesn’t Get Ignored
Always start with the journalist, not the story. Before writing a pitch, take time to understand what a reporter covers and why your story is relevant to their specific audience. AI can help gather the information, but determining whether there is a genuine connection requires human judgement.
Personalization should extend beyond the opening sentence. Too often, pitches reference a journalist’s recent article before transitioning into generic messaging. Effective outreach demonstrates a clear understanding of a reporter and their audience throughout the entire pitch.
Most importantly, prioritize quality over quantity. In the age of AI, it’s tempting to send more emails simply because it’s easier than ever. But increased volume rarely improves results. Sending 20 highly targeted, thoughtfully written pitches will almost always outperform 200 generic ones.
The Future is Human-Led, AI-Enhanced
AI can’t replace media relations, but it will continue to change the way we work. It’s not about competing with AI, it’s learning how to effectively incorporate it into our workflows. The most successful pitches will be the ones that seamlessly combine the technology with human-led strategy, creativity, and relationships.
Media relations has always been about understanding and connecting with people. In an increasingly automated world, the pitches that stand out will be grounded in human insight and authenticity.
