As an entrepreneur, author, director of your company, you face a challenge. You want to get in the media, but often don't have enough time to write a press release. Then you stumble across AI tools that promise to deliver a perfect press release within minutes. Tempting, right? But before you start relying completely on artificial intelligence, you need to know why AI press approach is not yet the smart choice it seems.
Last week, I spoke to an entrepreneur who had proudly sent his AI-written press release to 20 journalists. The result? Complete radio silence. Not a single response. When I read the press release, I immediately understood why this AI press approach had flopped. It was neatly written, grammatically correct, but mèn oh mèn... boring! It lacked that unique, relevant story that journalists look for.
Press approach as part of your marketing strategy
A strategic press approach is the backbone of your external communications. It's not something you just slap on a quick snap. It is a well-considered part of your annual planning. Many knowledge entrepreneurs see press approach as separate actions, while they are actually pieces of a puzzle in a larger communication plan.
For example, consider a financial advisory firm that sends out four targeted press releases every year: one on tax changes in January, one on digitisation during Administration Week, one on retirement planning in September and one on year-end tips in December.
Timing and integration into your publicity plan
Press approaches work best when they are part of an integrated communication strategy. It strengthens your social media content, feeds your newsletter and positions you as a thought leader in your field. It becomes more powerful through good timing and relevance. This strategic approach requires forward thinking and planning - tricky for humans, impossible for AI.
What topic do you approach the media with?
Determining a newsworthy topic is an art in itself. Not every work of art is a Van Gogh. Many entrepreneurs think that everything they think is important will be found fantastic by the media. This is a common fallacy. Journalists always ask themselves: what does this mean for our readers?
A well-chosen press approach topic touches people. Solves a problem or answers a question prevalent in society. Look at trends in your sector, listen to customer queries and pay attention to discussions on social media. If you have an answer to that, you potentially have a story. AI can analyse trends, but lacks the human insight to understand what really matters.
How do you learn to recognise newsworthiness?
Newsworthiness is not an exact science, but patterns can be identified. Stories that are close, recent, affect the lives of many people or evoke emotions are more likely to be published.
Train yourself by following news on a daily basis. Why are certain stories on the front page and not others? Develop antennae for social developments. What keeps people awake? If you can capitalise on those feelings with your expertise, you have a story.
In what ways can you approach the press?
You can approach the media in different ways. For instance, you can send an opinion piece defending a sharp position on and topical issue. Or a letter to the editor in response to a previously published article. But there are other ways in which you can bring your story to the attention of journalists. Writing columns or extensive background stories are also forms in which you can share your vision with editors.
If you prefer to go for a more modern approach, then a video could be an interesting means of getting the word out about your story. All these methods are effective in their own way, but require more experience in press approach. Don't have this experience yet? Then start with a press release. Perhaps classic, but still the little black dress of press approach. It never goes out of fashion!
What tools are there for AI press approach?
The market is now bursting with AI tools that promise to write your press release. From ChatGPT to specialised platforms like Presscloud AI and Eskritor. These tools usually work with prompts where you enter your most important information, after which a full press release is generated for AI press approach.
They offer undeniable advantages, such as time savings and scalability. You can generate a full text within minutes where it would otherwise take several hours. The tools write flawlessly and adhere neatly to grammar rules.
For companies that regularly approach the press, AI tools seem like a cost-effective solution. You don't need to hire an external copywriter or have an employee spend hours writing content. But in the end, the result is all that matters. And that's exactly where it goes wrong.
Generic and lacking context
If you want to approach the media with content other than a press release, you are already forced to switch to other methods. But that's not the worst part. The biggest drawback is the lack of originality and the risk of generic content. Tools for AI press approach work with patterns from existing texts. The result is often predictable and lacks the unique voice that sets your company apart from the competition.
AI does not yet understand context the way humans do. It cannot sense what's going on in society, what sensitivities there are or why something is relevant just now. Fact-checking is also a weakness. AI can make up information that looks convincing but is not true.
Journalists recognise AI press approach from miles away
Professionals, like me, also strongly advise against using AI for press releases because you quickly pierce through the writing style. Journalists develop a keen eye for authentic communication over the years. Texts of AI press approaches often have characteristics that experienced journalists recognise from miles away.
Emotional content is also often lacking. Real people make associations, use metaphors based on personal experiences and let their personalities shine through. AI produces technically correct but emotionless texts.
Furthermore, AI lacks the strategic insight needed for effective press approach. It does not understand why certain stories catch on and others do not. It cannot estimate the impact of certain wording on different audiences.
Successful press approach without AI
Successful press approach starts with thorough research into the media landscape. Make a list of journalists who regularly write about your sector. Study their articles from the past few months. What angles do they use? Which sources do they quote often? Which topics get the most attention?
Share their work when it is relevant to your network - journalists appreciate it when their stories get more reach. The secret is in building a relationship before you need something. You can't replace this human intelligence and insights with algorithms or AI.
AI also does not (sufficiently) understand the need for personalisation, which is crucial for success. A journalist from the local newspaper looks for stories that connect directly to the local community - think local employment, community involvement or impact on residents. A journalist from a trade magazine, on the other hand, is looking for in-depth expertise, trend insights and innovations that affect the whole sector. Adapt your press approach accordingly.
How do you learn to write press releases without AI?
With the right skills, press approach with AI will soon be a thing of the past for you. Start by reading a lot of press releases. What do you notice about the best examples? Practice with different topics. Write a press release about a new service, your solution to a current problem, a new partnership.... Each situation requires a different approach. Commit to storytelling rather than information dumping. People remember stories better than facts.
Easier said than done. Do you want to master the art of writing press releases and approaching the press down to the last detail, so that you can keep making the news with ease? Then a press training course is a good place to start ( please contact me for more information).
The power of authentic communication
In a world where many people are opting for press approaches with AI, authenticity is becoming increasingly valuable. Journalists crave stories with a human face, entrepreneurs who exude passion and companies that are genuinely engaged.
Your unique perspective, your personal experiences and your way of looking at the world - you can't automate that. As a knowledge entrepreneur, you have an advantage: you can communicate personally and directly. Use that.
Invest time in learning these skills. They make the difference between a company getting occasional media coverage and an entrepreneur known as a trusted expert. You don't build that reputation with AI tools, but with authentic, valuable communication. And I'm happy to teach you!
PR expert, MediaTrainer and founder of With ease in the news
