AI and Automation: What journalists want from AI-assisted PR pitches
AI is changing how we research, write and prep. It isn't changing what journalists expect. They still want relevance, accuracy and authenticity. Oct. 16, 2025.
In a Global Results Communications survey of nearly 1,700 reporters across print, digital and broadcast, 81% said pitches and relationships with PR pros are vital. Yet 43% expressed negative views on AI-generated pitches, saying they "read like a bot," lack perspective and erode editorial trust, according to Valerie Christopherson, CEO and founder of GRC.
Her take: AI is pushing PR back to fundamentals. There's more context to craft a focused idea, and more signals to align with a reporter's beat. Use AI as a thinking partner, not a ghostwriter. As Christopherson puts it, "AI can spark ideas, test phrasing and summarize trends. But the relationship with a reporter? That's still entirely human."
Five ways to use AI without losing the human voice
1) Research smarter
Before you draft, use AI to summarize recent coverage, spot patterns and surface who's writing what. Then read the source pieces yourself and find the gap your story can fill. Always measure your idea against the journalist's audience first.
- Prompt ideas: "List the last five headlines in [industry] and the main angle in each."
- Identify key reporters and their recurring themes before writing a single line.
2) Test your angle
Pressure-test the hook. Ask, "Would this angle resonate with journalists covering [beat]?" If it sounds like a sales pitch, reframe it into a story with clear value.
- Sense-check timeliness, relevance and clarity in one pass.
- Ensure the pitch answers: Why does this matter for their audience right now?
3) Draft faster, edit harder
Let AI organize ideas, simplify jargon and brainstorm subject lines. Then edit like a hawk. Tone and credibility live in the human pass. Keep language plain, specific and free of buzzwords.
- Try three subject lines and pick the clearest, not the cleverest.
- Cut filler, fix claims, and make the story idea unmistakable in sentence one.
4) Personalize with precision
Skip the blast. Adapt each pitch to the reporter's focus and voice. You can use AI to draft an opening line based on their recent work-but verify every reference. Never fake familiarity or cite a piece they didn't write.
- Pull two recent articles, note the angle, tone and audience takeaway.
- Cross-check bylines, dates and links before you hit send.
5) Prepare for follow-ups
If a reporter bites, AI can assemble concise facts, FAQs and data points so you respond fast and accurately. It won't replace you-or your spokesperson-in an interview. Make sure your spokesperson understands the angle and where your client adds value, not noise.
- Create a one-pager: key stats, quotes, proof points, and sources.
- Draft three crisp answers to the most likely questions.
Why this doesn't have to cause a credibility crisis
Credibility rests on intent and verification. Use AI to think better, not to fake expertise. Fact-check everything, keep the audience at the center, and let the relationship do the heavy lifting. That's how you protect trust while improving speed and focus.
For broader context on audience trust, see Pew Research on trust in news media.
A simple pre-send checklist
- Is this valuable to the reporter's audience right now?
- Does the subject line clearly state the story idea?
- Did I verify every fact, link and byline reference?
- Does the email sound like a person, not a template?
- Is the ask clear, with one clean next step?
Use AI as your thinking partner
AI can accelerate research, sharpen angles and prep you for the moment a reporter replies. Keep the human voice front and center, and you'll send fewer emails-and land more stories.
If you want structured ways to improve prompts for PR workflows, explore role-based options at Complete AI Training.
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