Three Ways AI Can Streamline Media Outreach Without Losing the Human Touch

Three Areas Where AI Can Improve Media Outreach

Media outreach often feels repetitive and time-consuming. For PR professionals, AI offers a practical way to streamline workflows and reduce daily stress without losing the human touch essential for building trust with reporters.

Before integrating AI, consider two key questions: How much of your day is spent on media pitches, topic analysis, or tracking media trends? And how can AI support these tasks without replacing your unique input?

Start Small and Stay Human-Led

Adopting AI doesn’t mean handing over control. Small adjustments to your routine can save time and increase impact, but AI should augment your work, not substitute it. Maintaining involvement ensures your outreach stays authentic and effective.

Will Hodges, U.S. cross-commercial communications director at PwC, emphasized this approach during the 2025 PR Daily Conference. He advised using AI as a supplement that supports your skills and judgment rather than an autopilot that takes over your role.

Where AI Can Help in Media Outreach

• Optimizing Workflow: Automate repetitive tasks like data collection and initial research to free up time for strategy and relationship-building.
• Enhancing Media Insights: Use AI to analyze trends and media topics quickly, helping you tailor pitches with relevant angles.
• Improving Personalization: AI can assist in drafting personalized outreach messages, but final edits should always come from you to maintain genuine connection.

For PR professionals interested in applying AI effectively, exploring targeted training can be useful. Resources like Complete AI Training’s courses for communications roles offer practical guidance on integrating AI tools without losing the human element.