Media relations professionals pride themselves on strong relationships with journalists, thoughtful pitching, and strategies that aren’t one-size-fits-all. For many, AI can feel at odds with those fundamentals, raising concerns that it could dilute the very qualities that define strong media relations work.

While a valid concern, it is more productive to view AI not solely as a threat, but as a tool already embedded in how media relations is evolving. Teams that don’t learn how to use it effectively risk falling behind—the greater risk is not adoption, but avoidance.

How exactly is AI changing media relations?

Artificial intelligence isn’t necessarily changing the core of effective media relations. It is changing how efficiently teams execute outreach strategies, freeing up time for the work AI can’t easily replicate—like judgment around story relevance, journalist relationships, and strategic pitching decisions.

Every day, there seems to be a new way media relations teams can use AI to work faster, smarter, and more strategically when building and pitching stories. Below are a few practical examples of how it is being used today.

• Media lists: AI can add value at nearly every stage of building a media list—sometimes even before the search for contacts begins.
  
  At the outset, it can help you think more expansively about who should be on your radar. Instead of jumping straight into databases, try inputting your pitch into an LLM like ChatGPT or Claude and asking it to identify the types of media contacts most likely to cover the story. This approach broadens your scope beyond reporters alone, surfacing relevant producers, editors, and other decision-makers you might otherwise overlook.
  
  AI can also help refine your list once it’s built. By pasting in contacts along with their roles or beats, you can ask the model to assess fit for your pitch. In doing so, it may surface useful context—recent coverage, shifts in focus, or mismatches you hadn’t considered—helping you better target outreach and avoid off-base pitches.

• Pitch angle refinement: Sometimes you come across a piece of news and immediately know you have the right expert—but finding the right angle can still feel challenging. It is not always easy to identify a perspective that hasn’t already been covered, especially one that clearly positions your source as additive to the conversation.
  
  This is where AI can help. Try inputting your expert’s biography, past media features, relevant research, along with the news you are responding to and the direction you want to explore.
  
  For example, if you are working with a business and entertainment expert commenting on a bill targeting copyright, the challenge is identifying an angle that adds something new to an already crowded conversation. You may already know they can speak to the creator economy—that is a strong foundation. From there, you can ask an LLM to surface 5–10 underexplored insights within that space.
  
  This can help you shape a pitch that feels more original, and potentially uncover an angle a reporter has not yet considered but would find compelling.

• Second set of eyes: Let’s face it—sometimes teams are stretched thin and need a quick second set of eyes. AI can help review content for grammar, spelling, and clarity, and flag potential inconsistencies or errors. It is not a replacement for human review, but it can serve as a useful backstop when speed matters.

Closing thoughts

Media relations will always depend on judgment, relationships with journalists, and knowing how to shape a story that lands. AI does not change that—but it does change how quickly and effectively teams can execute those instincts. 

At the same time, as more AI-generated outreach floods reporters’ inboxes, authenticity and thoughtful storytelling matter more than ever. Journalists can tell the difference between mass-produced pitches and meaningful, well-researched outreach. The most effective media relations strategies will continue to balance technology with human insight.

The teams that will stand out are the ones that learn how to use AI as a strategic support tool, without losing the creativity, curiosity, and personal connection that drive real media results.

At the Belfort Group, we help organizations navigate today’s evolving media landscape with strategies that combine smart technology, compelling storytelling, and strong journalist relationships to generate meaningful visibility and impact. 

Looking for support developing your media strategy or pitching your company to the right reporters? Connect with us today!