While journalists are sick of spray-and-pray pitches and press releases, they are equally heartened to see pitches that are tailored to their interests. As Artificial Intelligence (AI) has gained prominence since the November 2022 public release of ChatGPT, more public relations practitioners may be open to the idea of using AI to help identify the right journalists for their stories and craft pitches that will be more likely to appeal to them.

In this FIR Interview, Neville Hobson and Shel Holtz spoke with Aaron Kwittken, founder and CEO of PRophet, which is billed as “the only generative and predictive PR platform.” Once you have created an initial pitch, PRophet evaluates it, predicts media interest, and then helps draft personalized pitch copy to interested journalists.

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