How Journalists Evaluate PR Pitches in the AI Era

Artificial Intelligence has transformed the way we communicate as well as the way PR professionals create media lists, press releases, and draft pitch emails. With AI tools, PR professionals can do their jobs more efficiently by working at a larger scale and faster. However, as AI-generated content becomes more prevalent, journalists are becoming increasingly discerning in terms of which pitches they choose to engage with. By 2026, media relations will no longer be about reaching the largest quantity of reporters but about providing reporters with relevant, credible, genuine value.

One shift we see happening is the growing importance of authenticity. Journalists receive numerous pitches each week, many of which follow similar formats and use similar languages. As such, generic outreach tends not to garner responses from reporters, as they wish to receive requests that contain a perspective that feels very human, knowledgeable, and based on real-life experiences. Reporters want to speak to credible representatives that can offer insight into nuanced issues rather than using only basic observations that have been augmented by the use of AI.

Relevance is also now a key consideration when journalists are considering assessing PR pitches. Due to the fact that newsroom resources are depleting rapidly and viewer attention spans are retracting, PR professionals are expected to understand what types of stories their audience writes about and what subject matter they cover before attempting to reach out to them with personalized pitches. For example, PR professionals should incorporate references to a journalist's recent articles, identify connections to an evolving trend, or provide a

Public relations have been transformed by Artificial Intelligence (AI) because of an increase in expectations rather than a decrease in overall role. While technology may provide support to streamline processes, it cannot provide human judgment, creativity, or the ability to build relationships with others. In addition, trust, expertise, and originality are qualities that any journalist will continue to value above all other things.

The key takeaway from this is that while AI technology may assist with the creation of a pitch, true influence when trying to secure traditional media coverage is through providing authentic insights related to strategic storytelling as well as demonstrating a thorough understanding of journalists' needs as a whole. Those who incorporate technology with human capabilities will have the greatest opportunity for success within the rapidly evolving media industry.