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AI workflow automation for a PR agency.

Automated media research, pitch preparation and coverage reporting, so the agency’s people spend their time on stories and relationships.

Sector
PR agency
Client
A PR agency. Name withheld.
Scope
Research, outreach preparation and reporting workflows

The situation.

Good PR depends on knowing which journalist cares about what, this week. Keeping that knowledge current, building media lists, tailoring pitches and proving results afterwards took up most of the team’s time.

The work was repetitive, but mistakes were costly: the wrong pitch to the wrong journalist damages a relationship that took years to build.

What we built.

  • Media research

    The system tracks what journalists and outlets are covering and keeps the agency’s contact knowledge current.

  • Pitch preparation

    For each story, it proposes a shortlist of relevant journalists with the reasons, and drafts tailored angles for a person to refine.

  • Human sign-off

    Nothing goes to a journalist without a named person approving it.

  • Coverage reporting

    Coverage is collected and assembled into client reports, ready for the account team to interpret.

What changed.

  • Research and reporting stopped consuming the team’s week.
  • Pitches start from current, specific context rather than old lists.
  • Relationships with journalists stay personal and accountable.

Automate the research. Never automate the relationship.

Details are shared with the client’s agreement. The client’s name is withheld.

Related reading.

More case studies.

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