Personalization in PR in a time of AI

Personalization has always been important to successful PR.   And now even more so, in a time of AI.

Reaching the right contacts in the media has been and most likely always will be critical to getting results in the media.  Making sure the information gets to the correct reporter, producer or editor makes all the difference on whether your company gets a story.  

Although AI can offer a certain level of personalization, it doesn’t really achieve this when pitching a story to the media.  Especially when you are reaching out to your top media targets, you need to know who the particular contacts are at a media outlet, what it is that interests them, and then tailor your outreach to them based on this information.  You need to think like the successful freelance journalists do.  Pitch your stories tailored to the media outlet, and make sure you have the correct contacts too.  

Taking this personal approach is critical to the success of your PR outreach.  It can be time consuming, but it will pay off in results.