5 Ways AI Can Support Your Earned Media Programs

May 6th, 2024

By Samiha Fariha, Senior Associate, Golin Toronto

A strong media relations program can help businesses to maintain a positive brand image and reach their target audience. With the advancement of technology, particularly AI, organizations have a powerful tool at their disposal to streamline and optimize their media relations efforts. From analyzing data to personalizing communication, AI offers a myriad of opportunities to enhance your media relations strategies. Here are five ways AI can support your media relations programs:

1. Drafting press releases

A well-crafted press release can help generate coverage in a wide variety of publications and broadcast outlets. AI-powered tools can aid in generating polished press releases swiftly. These tools can analyze data, identify key messages, and even suggest improvements for clarity and impact. By harnessing AI for drafting press releases, communications teams can save valuable time while ensuring consistency and quality in their content.

2. Drafting media pitches

Personalized pitches tailored to specific journalists and media outlets significantly increase the chances of coverage. AI algorithms can analyze vast amounts of data to identify journalists’ interests, writing styles, and past coverage. Leveraging this insight, AI can assist in crafting tailored pitches that resonate with individual reporters, enhancing the likelihood of securing coverage. Moreover, AI can dynamically adjust pitches based on real-time trends and news, ensuring relevance and timeliness.

3. Suggesting media contacts to pitch

Identifying the right journalists to pitch to can be a daunting task, especially in today’s changing media landscape. AI-powered platforms can analyze journalists’ beats, publication history, and social media activity to recommend the most relevant contacts for your outreach. By leveraging AI-driven insights, communications professionals can target their pitches to the right contact, thereby increasing the chances of securing coverage.

4. Creating strong media relations plans

Developing comprehensive media relations plans requires careful strategizing and meticulous execution. AI-enabled analytics platforms can analyze past media coverage, audience engagement metrics, and industry trends to help you formulate data-driven media relations strategies. By leveraging predictive analytics, these tools can anticipate potential media opportunities and threats, allowing you to proactively adjust your plans for best results.

5. Media monitoring

Monitoring media coverage is essential for evaluating the effectiveness of brand campaigns, tracking brand sentiment and identifying emerging trends. AI-powered media monitoring tools can track mentions across traditional and digital media channels in real-time, offering instant insights into brand visibility and sentiment. Furthermore, AI algorithms can analyze sentiment, tone, and key themes within media coverage, enabling organizations to adapt their messaging and strategies proactively.

AI presents a multitude of opportunities to enhance and optimize your earned media programs. By leveraging AI-powered tools and technologies, organizations can gain valuable insights, streamline processes, and maximize the impact of their media outreach efforts. Embracing AI in media relations programs can help businesses stay competitive in today’s rapidly evolving media landscape and build stronger relationships with the media and their target audience.

Originally published in Bulldog Reporter.