pitching AI
As public relations evolve, so do the tools we use.
Why it matters: Artificial intelligence (AI) is changing the public relations game — and saving time — by examining crisis statements, pitches and press releases for specific keywords to better predict how they will land.
How it works: Axios got a first look at PRophet 2.0, an AI-driven platform that scans press materials for keywords that match the recent coverage of active reporters — those who publish at least once a week — and ranks the match based on sentiment and outlet reach.
State of play: This technology could save publicists a lot of time — and it’s an investment 70% of chief communication officers are willing to make, Edelman found.
Zoom out: AI tools like this have worked for other industries, according to Kwittken.
Yes, but: While these tools can help publicists properly identify a small group of interested reporters, it’s on the PR pro to build the relationship.
The bottom line: AI technology can’t replace publicists, but it can sharpen a pitch, clearly define the targets and most importantly, free up the professionals to do meaningful work.
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