Top takes: Mastering GEO to maintain visibility (Part 2)
How newsrooms are using AI and what this means for PRs?
Harriet Meyers, founder at AI for Media
Journalism will always need the human touch, both in its editorial processes and in the stories it publishes, but like most industries AI is being adopted to support efficiency for a time-poor, stressed out workforce. From shortlisting leads for new stories to summarising the most newsworthy points from a piece of copy, newsrooms are testing the ways in which AI can support its teams and keep up with the content churn of demanding newsrooms and their digital outputs.
What does this mean for PRs?
To avoid losing your story in a sea AI reviewed press releases, Harriet shares her key outtakes on what can keep you in the running.
Provide data that no one else has - we know media love an exclusive but then AI is searching for gaps in coverage for new story leads, stats that have already been picked up more widely won’t help put your story at the top of the pile.
Real people, real stories - case studies, human voices, real experiences; these are core ingredients to helping your pitch stand out and provide a point of view that can’t be pulled from AI results. Human interest stories will continue to hold their importance as we continue to move into a world with increased AI presence and content generation.
Expert who speaks in plain english - a verified expert goes a long way in breaking through AI generated copy and anonymous tips. At Coldr, we’ve recently had this feedback directly from a journalist: tips and tricks need a name, face and quote attached as your classic listicles or ‘top 10 tips’ are nowadays too easily produced by AI, so how does a journalist know it wasn’t? Readers still want human connection and credibility, so make sure your press release has it.
Put the story in the first line - share the key details up front, don’t make journalists wait, they don’t have the time and AI will pluck what it needs first.
Be specific upfront - don’t make the journalist dig for the juicy details. If it makes the story interesting or newsworthy, make it known straight away so they don’t have to search elsewhere for other details.
Image creds: PR Newswire
