Should You Be Using AI to Pitch Journalists

Who hasn’t heard criticisms like AI is bad, It looks unrealistic, or AI lacks emotions…

Makes one think about who would be using AI in media pitching since it’s such a terrible idea!

Well, to break it up, many successful PR agencies and even founders are utilizing AI when pitching to the media. It improves the tone and makes your research 3x more effective and 2x faster.

However, AI isn’t all roses and glitter. Just as we are talking about how brands have used it to their side, many startups ended up as a laughing stock for journalists after AI mass pitching.

To help you pitch in the right way, we have prepared the following guide, discussing what is the role of AI in journalism and how to utilize it.

Does AI Rise Benefit Founders?

As a founder, you could probably think why AI and not a PR team?

To start over, the rise of AI has made it easier and faster to do tasks that used to take a lot of time and money.

AI tools can help write custom emails, find the right journalists, and even design an outreach strategy. Compare this with your PR team and AI:

• Takes less time

• Is More Effective

• Cost Effective

That said, AI isn’t a magic wand. We’re not saying it’s terrible for average tasks, but AI lacks the personal touch needed for building strong connections.

Plus, founders know that some moments, like pitching a game-changing idea or handling a delicate situation, need empathy that only a person can provide. AI can speed up the process, but it’s the human element that builds trust and lasting relationships.

Should You Be Using AI to Pitch Journalists?

A big yes!

Founders who are updated with the modern trends, are already securing outreach, thanks to AI. You should also be using AI if:

• You’re on a tight budget. Hiring a full PR team or agency can be expensive. AI tools let you handle PR tasks without breaking the bank.

• If you’re launching a product or service soon, AI can help you create and send out pitches in no time.

• You want to reach the right audience: AI tools analyze journalists’ writing patterns and topics, helping you target people who are most likely to be interested in your story.

• You’re managing PR on your own and don’t have a team to help with media outreach.

• You’re testing multiple ideas and don’t know where to get started.

In the complete opposite, there are multiple scenarios where AI isn’t needed in media pitching. These scenarios would work if:

• You already have a strong PR team and they might provide the personalized touch and industry connections that AI tools can’t fully replicate.

• You have a niche audience and a human-led approach might work better than AI-generated pitches.

• You’re focusing on brand authenticity

How To Use AI When Pitching To Journalists?

When it comes to using AI in media pitching, there is a lot more involved than copying/pasting ChatGPT. In fact, most journalists can spot an AI email within the first 2-4 lines due to the nature of work.

Here’s how you can use AI to your advantage and maximize your chances of media coverage.

1. Find the Perfect Journalist Match with AI

Before you pitch, it’s important to know who you’re talking to. Mass pitching is a bad idea anyway.

Most famous AI tools like Muck Rack will make this super simple, finding journalists who write about your industry or topics like yours.

For example, let’s say you’re launching a new fitness app. You can search for journalists who’ve recently written about fitness, health tech, or apps with one or two clicks max. This saves you from sending random emails and increases the chances of getting a response.

Why does this matter? Journalists get hundreds of pitches daily, and if your story doesn’t match what they cover, they’ll ignore it. AI helps you avoid this by ensuring your pitch lands in the right inbox.

2. Use AI To Research Journalist’s Interests:

Once you have the leads, it’s time to expand your research. See LinkedIn or any social platform of a journalist, and see what they have been talking about.

For instance, if a journalist has been writing a lot about eco-friendly products, you can mention how your business fits that trend. This makes your email feel more personal, which journalists appreciate.

Pro tip: Avoid sounding too robotic. Say something like, “I loved your article about sustainable packaging trends last week, it really resonated with our mission at [your company].”

3. Don’t Make Your Emails Sound Like Robots Wrote Them

Journalists can spot AI-generated emails almost instantly. Why? Because they lack emotion or sound too generic.

Your email feels authentic and engaging.

Here’s a side-by-side comparison to show the difference:

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Plus, if you couldn’t catch the difference. Humans will always:

• Add real emotions or personal stories.

• Use humor.

• Write short and conversational sentences.

For example, instead of saying, “Our innovative platform is a game-changer,” you could say, “We’ve built something we’re super proud of, and I think you’ll love it too.”

4. Get AI to Help with Subject Lines That Pop

Your subject line is the first thing a journalist sees, and if it’s boring, your email won’t even get opened.

Use Headline Studio or ActiveCampaign to come up with exciting subject lines. But, don’t let AI make it too flashy or clickbaity.

For example, instead of “Revolutionary App Will Change the World,” go for something like “How [Your App Name] is Making Fitness Fun and Accessible.”

Keep it honest. Think about what would make you curious enough to open an email.

5. Use AI to Create a Story Journalists Will Love

Journalists love stories. AI can help you structure your pitch in a way that feels like a story rather than just a list of features.

For example:

• Start with a problem your product solves.

• Add a personal anecdote or customer success story.

• End with why this story is relevant now (timeliness is key).

6. Test Different Pitches Without Wasting Time

AI can help you create and test multiple versions of your pitch to see what works best. You can write two different subject lines or introductions and use Yesware to track which one gets more opens or responses.

This approach saves you from guessing. Over time, you’ll learn what types of pitches work best for your audience.

Pro tip: Don’t be afraid to ask journalists for feedback if they reply. It’s a great way to improve and build relationships.

7. Stay Human, Even with AI Help

At the end of the day, journalists appreciate pitches that feel human. Even if you’re using AI, make sure your emails:

• Address the journalist by name.

• Mention something specific about their work.

• Include your genuine excitement or passion for the story.

Instead of a bland, “We’d love for you to cover this,” try, “I’m excited about the work you’re doing, and I think this story would be a great fit for your readers.”

AI is a fantastic tool to save time and boost your chances of media coverage but without personal touch, things won’t work.

Wrap-Up: Our Two Cents

Keeping it short, AI can open doors, but it’s your creativity and genuine passion that seal the deal.

So, use the power of AI; but don’t forget to add value and a natural tone. That’s the real secret to grabbing media attention.