So, You Want to Pitch an AI Story

Nail Down Your Story

What sets your company apart from any other company trying to make similar claims? Do you have data to support the claims you’re trying to make? Do you have not only a reputable expert at your company to support your pitch, but testimonials from outside sources? 

Media is increasingly skeptical of AI claims, mostly because they hear so many every single day. The point here is this: don’t pitch a story you can’t prove.

Don’t Forget the Human Angle

AI-related stories, especially product announcements, often leave people wondering whether the technology will help people or just replace their jobs. Consider the human angle, especially when pitching tier-one media. Technology alone is no longer enough to catch a reporter’s eye. What can you say about your product or service that makes a difference in the lives of others? How can you showcase that you are making a bigger impact than just what’s in the four walls of your office building? 

Do Your Research

Albeit more time-consuming, doing your research may be even more important than your story. There are multiple ways to pitch an AI story depending on what you’re trying to tell. Be it a product announcement, rapid response to trending news, or a data-driven story, the very first thing that any PR team should be doing is their research into reporters’ recent coverage, what stories competitors are already telling, and the broader AI narrative related to the story they’re trying to tell. It sounds simple, but for a topic so heavily covered by the media, it’s often overlooked or done without care and precision. 

There may be nothing a reporter hates more than a pitch where the PR person clearly hasn’t researched what the reporter actually cares about. Understanding their overarching views on AI, what they’re skeptical about, and what types of AI stories they typically like to tell. Those are just a few key things to pay attention to.

Timing Is Everything

A successful pitch isn’t just about research; it also comes down to timing. Pitching a story right as a trend is happening, not days or weeks later. AI stories are coming out faster than any other topic, and the narrative is constantly changing. This means constantly watching the news cycle, knowing when the right time to pitch your story is, and avoiding ambulance chasing. 

Know When to Walk Away

Here’s the harsh reality: it’s possible that you just might not have an AI story. Not yet, at least. And being able to acknowledge that, and not chase reporters and get on their list of people to ignore, is vital. This is especially hard with AI, where fear of being left out of the conversation often leads companies to manufacture a story that isn’t there yet. Waiting until you have a strong AI story to tell will also preserve your credibility with reporters.

The Basics Still Win

The volume of AI pitches reporters receive isn’t slowing down any time soon, which means the bar for what’s worth sending keeps rising. When readers and reporters are growing skeptical of AI hype, the agencies and companies that win media attention aren’t the ones pitching most often; they’re the ones who did the groundwork first. They nail the why of their story before sending, find the human angle, research the reporter, and have the discipline to wait until the timing is right.