How AI Can Help You Create, Land and Track the Perfect Pitch

Have you noticed how PR people are always chasing journalists? It's like watching someone try to catch a bus that's already three blocks away. They're sending these generic emails with subject lines screaming for attention. "EXCLUSIVE OPPORTUNITY!" Yeah, exclusive to you and the 500 other PR folks who sent the exact same thing today. Look, I'm not judging—well, maybe a little—but there's got to be a better way. And apparently, there is. AI is changing this whole song and dance, and between you and me, it couldn't have come sooner.

THE ACCESS PROBLEM

PR has always been this exclusive club. Who gets in? People who already know people! What kind of system is that? You need relationships to get relationships? It's like those fancy restaurants where you need to know someone just to get a reservation, and by the time you get in, the food isn't even that good.

Everyone talks about how PR is "community oriented" but let's be honest—it's a closed system. People with connections get access to top journalists. The rest of us? We're left sending emails into the void, wondering if anyone's even reading them. It's like shouting into a well and hoping someone shouts back.

That's where AI comes in. Now anyone can access journalists at national and local levels. Small agencies, individuals, newcomers—they all get a seat at the table. The gatekeepers aren't totally gone, but at least the door is cracked open a bit wider.

The playing field is finally leveling out. You don't need to be at some fancy agency with decades of connections to get your story heard. You can be working from your apartment in sweatpants—not that there's anything wrong with that—and still reach the same journalists as the big firms. That's something, isn't it?

PERSONALIZATION (OR: MAKING YOUR PITCH ACTUALLY RELEVANT)

Think about it—do journalists want to read variations of the same pitch all day? They get hundreds of emails, all saying essentially the same thing: "My client is disrupting the industry!" Are they, though? Are they really "disrupting" anything besides my patience?

AI examines what journalists have been writing about recently so you can make your pitch relevant. It helps you avoid pitching something they've already covered extensively. Because sending a pitch about a topic they wrote about last week is like telling someone a joke they just finished telling. Nobody wants that.

This relevance is what makes a pitch stand out. And standing out is everything when journalists get hundreds of emails a day. I get overwhelmed when I have ten unread messages. Imagine hundreds! These journalists must be on the verge of a breakdown every Monday morning.

The best part is that AI doesn't just tell you what topics the journalist covers. It analyzes their writing style, preferred angles, even the type of sources they typically include. It's like having a cheat sheet, except you're not cheating—you're just being prepared. There's a difference.

THE PSYCHOLOGY BEHIND BETTER PITCHES

Journalists don't like being treated like they're interchangeable. They're individuals with preferences and specialties and deadlines that make them irritable. Who can blame them? I get irritable just thinking about their inboxes.

AI helps you understand what makes each journalist tick. What stories get them interested? What approaches make them instantly delete your email? It's like having insights into someone's personality without having to go through the awkwardness of actually getting to know them.

And let's be honest, we could all use help connecting with people more effectively. Some of us aren't naturally gifted at building rapport. Some of us say exactly what we think and then wonder why people look uncomfortable. AI can help bridge that gap.

PERFORMANCE TRACKING (OR: ARE YOUR PITCHES ANY GOOD?)

You know what's confusing? Thinking you're doing a good job when you're actually not. You're sending pitches, feeling confident, while journalists are using your emails as examples of what not to do in their journalism classes.

AI tools track how many of your pitches land. They show how your relationship with a journalist evolves over time. Is it getting better? Worse? Are they opening your emails and then immediately closing them? This is information you need!

The AI builds a knowledge base of your past pitches and the journalist's articles, then suggests how to pitch differently next time. Because doing the same unsuccessful thing repeatedly isn't persistence—it's just not learning from experience.

It's like having a friend who tells you when your approach isn't working, except it's not a friend who might sugarcoat things—it's an algorithm that has no feelings and just wants you to succeed. Or at least, it's programmed to help you succeed, which is close enough.

THE DATA DOESN'T LIE (BUT WE SOMETIMES DO)

PR professionals like to talk about their "success rates" and "media relationships," but how many have actual data to back up those claims? Most are just estimating, or remembering selectively, like how I remember being much more athletic in high school than photos would suggest.

AI-powered tools provide actual statistics. They track open rates, response rates, and conversion rates—meaning real stories published. There's nowhere to hide. Your results are right there in front of you.

This kind of transparency might be uncomfortable for people who've been getting by on charm and networking skills. Suddenly there are metrics! And expectations based on those metrics! The audacity!

PREDICTING SUCCESS BEFORE YOU EVEN HIT SEND

These AI tools can predict whether a pitch will succeed before you even send it. They analyze the content, tone, and timing against historical data to give you a percentage chance of getting a response.

It's like having a fortune teller, except instead of vague predictions about meeting a tall stranger, it's specific feedback like: "This pitch has a 15% chance of getting a response because it's too long and you're sending it on a Monday morning when this journalist never responds to emails."

Who wouldn't want that kind of insight? Only someone who prefers the excitement of complete uncertainty, I suppose. Some people enjoy gambling. I prefer knowing the odds.

WHY THIS ACTUALLY MATTERS

PR isn't going anywhere. Companies need publicity. Journalists need stories. But the traditional approach is inefficient and frustrating for everyone involved.

Most journalists receive irrelevant pitches constantly. It's like getting calls about solar panels when you live in an apartment. Or being offered hair restoration products when you've chosen to be bald.

AI tools streamline the whole process. They make pitches more relevant, they help newcomers break in, and they provide feedback on your effectiveness. These seem like good things, unless you're particularly attached to the old way for some reason.

THE ETHICAL CONSIDERATIONS (BECAUSE WE HAVE TO TALK ABOUT THESE THINGS)

With any AI technology, there are ethical considerations. Using AI to personalize pitches is fine, but using it to create deceptive pitches or manipulate journalists? That crosses a line.

There's a difference between personalization and manipulation. It's like the difference between noticing someone's preferences versus pretending to be exactly like them to get something. One is thoughtful; the other is creepy.

Responsible PR professionals use AI as a tool to enhance human relationships, not replace them. The goal is still meaningful communication between real people—the AI just helps you start that conversation without immediately putting your foot in your mouth.

IMPLEMENTING AI IN YOUR PR WORKFLOW

So you're interested in using AI for your PR efforts. How do you actually do that without completely disrupting your current process?

Start small. Use AI to research one journalist or publication you're targeting. See how the insights affect your approach and whether your results improve. Then gradually expand from there.

Most AI platforms offer different pricing options, so you can try basic features before diving into the more advanced capabilities. It's like trying a new restaurant—you don't order everything on the menu your first visit. Unless you're with a large group. Or you're extremely hungry. Or the portions are very small. Actually, this analogy isn't working very well.

THE FUTURE OF PR IS HERE (WHETHER WE LIKE IT OR NOT)

Artificial intelligence is changing PR by making it more accessible and more personalized simultaneously. That's actually pretty impressive, when you think about it.

AI is going to play a major role in opening up access, helping with personalization, and improving performance. And isn't that what we all want from our PR efforts? To reach the right people with the right message and actually get results? I think so. Though I remain skeptical about many other things.

So if you're still sending the same bland pitch to every journalist on your list, you might want to reconsider that approach. AI-powered PR tools are becoming the new standard, and those who don't adapt might find themselves wondering why nobody's responding to their carefully crafted form letters.

The PR world is changing. And for once, that change might actually be for the better. Pretty, pretty, pretty good, if you ask me.