PRNEWS Pro Demo: Using AI to Pitch Media
Scott Dobroski, VP of Corporate Communications at Indeed, demonstrated how AI can assist in crafting media pitches in real time. Using ChatGPT, he created a pitch based on a recent data study from Indeed Hiring Lab, then refined it to fit an exclusive angle for a targeted reporter.
How AI Streamlines Media Pitching
Scott began by sharing a straightforward prompt with ChatGPT, describing a new research release on federal workers’ job application trends. He specified his audience: consumer and economic reporters like Madison Hoff at Business Insider. This clear, conversational input helped the AI generate pitch essentials, including a data-driven angle, relevance to economic narratives, a strong news hook, and personalization.
The AI suggested that successful pitches should be concise, relevant, and offer spokesperson access. This served as a useful checklist, especially for those newer to media pitching.
From Research to a Targeted Pitch
Scott then requested a short, data-driven pitch tailored to Indeed’s PR tone, emphasizing that the AI should reflect the company’s voice and style. He uploaded the full four-page report, and ChatGPT extracted key data points like a 50% surge in federal worker job applications in February.
While the AI captured the main message, Scott noted it missed some nuances and additional data points he wanted. He refined his prompt to make the pitch shorter, tighter, and exclusive to a specific reporter.
Personalizing for the Reporter
By asking ChatGPT to acknowledge the reporter’s previous coverage, Scott improved the pitch’s relevance. The AI generated an opening line referencing the reporter’s work and highlighted multiple data points in bullet form. This approach demonstrated the value of iterative prompting, with the human guiding the AI to meet specific needs.
Scott stressed that while AI saves time, the human remains essential to review, wordsmith, and add personalized touches—like offering interviews—that the AI might not include.
Efficiency Gains in PR Workflows
What used to take much longer now takes five minutes or less to draft a solid pitch. This efficiency frees up time for refining and strategizing rather than starting from scratch.
AI tools like ChatGPT can serve as smart assistants in PR, helping craft data-driven pitches that resonate with reporters. The key is combining AI’s speed with human insight to maintain authenticity and relevance.
For PR professionals looking to sharpen their AI skills, exploring targeted courses on ChatGPT and prompt engineering can provide practical techniques to integrate AI into media relations workflows.
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