[Editor's Note: At PRNEWS' March 25 online training workshop, Artificial Intelligence for PR, attendees will learn best practices for pitching media using generative AI, how to use the latest AI tools for deep research, top AI use cases for PR professionals, how to protect organizations from AI threats, and much more. Following is a conversation with one of our panelists, Scott Dobroski, VP, Corporate Communications at Indeed, surrounding best practices for using AI when pitching media. Register for the event here.]
PRNEWS: What are some of generative AI’s top use cases for PR and comms?
Scott Dobroski, VP, Corporate Communications, Indeed: At this moment in time, I see generative AI as a helpful and advantageous efficiency tool for PR and comms pros. In particular, it can help draft key comms materials, ranging from press releases to media pitches to bylines and other content, quickly and efficiently. It’s also useful for brainstorming ideas, personalizing outreach and analyzing media trends. Additionally, AI tools can summarize lengthy articles, generate key talking points and assist with language translation to improve global communication.
PRNEWS: What are some things that PR and comms pros should not use AI for when working with media?
Dobroski: When working with the news media—who keep in mind, are still human themselves—human relationships still have immense value at this point in time, even though AI can be used to customize helpful messages for timely pitches and responses to reporters and producers. AI should not replace human judgment in crafting sensitive responses or building authentic relationships with media. Additionally, relying solely on AI for fact-checking can be risky—human oversight and human judgment remains crucial to ensure accuracy and credibility.
PRNEWS: How should PR and comms pros be thinking about protecting their companies’ data and proprietary information when using genAI tools?
Dobroski: PR and comms pros should prioritize secure AI tools and avoid sharing confidential information in public platforms and tools. It's a good idea to check your company’s AI guidelines before using any tool—and if none exist, ask for guidance. Establishing clear rules on what data can be shared with AI is key to protecting sensitive information.
PRNEWS: What are some of the top genAI tools used to craft pitches and interact with media? Do you have a favorite?
Dobroski: From what I've experienced and see from peers and colleagues, popular generative AI tools for PR include ChatGPT, Gemini and Grammarly, among others, for efficiency gains, such as drafting pitches, headlines and to generate campaign and content ideas. Remember, no single tool fits every need, but I find the best results happen when you combine AI with human creativity and oversight.