1. AI for Story Discovery

How do journalists use AI to find story ideas?

Many reporters now rely on AI search engines to discover stories, not just their inboxes where they still receive hundreds of media pitches per day. Instead of typing keywords into Google, they’re asking AI engines questions like:

• “What organizations in Tulsa are helping veterans find jobs?”

• “What are people in Oklahoma doing to fight food insecurity?”

AI tools scan websites and surface answers based on online content.

What this means for PR professionals:

• Make sure your website and press releases are optimized for Answer Engine Optimization (AEO), not just SEO.

• Write content in a conversational, Q&A style so AI engines can easily pull direct answers.

• Example: If you run a restaurant, include content like, “What are the best restaurants in Tulsa for brunch?” followed by your answer.

If you don’t structure content this way, journalists may never find your story using AI systems.

2. AI for Transcription

How are journalists using AI for transcription?

Reporters use tools like Otter, Whisper, and even Microsoft Word to instantly transcribe interviews and soundbites. This saves them hours of manual typing.

Why this matters for PR:

• If you send video or audio clips to the media, invest in a quality microphone. Poor audio leads to faulty transcripts, which increases the risk of misquotes or your content being ignored.

• When recording client statements, testimonials, or crisis responses for social media, prioritize clear, crisp audio.

Good audio increases the chances your content gets used correctly.

3. AI for Source Discovery

How do journalists use AI to find sources?

AI pulls from publicly available social media and websites. Reporters often check LinkedIn, Instagram, X, and Facebook to find experts.

Key takeaways for communications teams:

• Keep profiles current. If your client hasn’t updated LinkedIn in months, they may be overlooked.

• Encourage clients (and yourself) to share insights, updates, or behind-the-scenes posts regularly.

• Consistent activity signals to journalists, and AI, that you’re engaged and available.

4. AI for Brainstorming Story Ideas

Do journalists use AI to come up with story ideas?

Yes. Many reporters turn to AI for fresh angles when preparing for editorial meetings. For example:

• “What are upcoming trends in mental health services?”

• “How are small businesses responding to rising costs due to tariffs?”

Why this matters:

• Update your website and blog frequently with fresh, dated content.

• Add blogs, FAQs, and case studies that highlight timely insights.

• Always include contact information at the bottom of posts. If a journalist finds a story idea but can’t reach you, it’s a lost opportunity.

5. AI for Verification and Fact-Checking

Can journalists trust AI to verify information?

Reporters often use AI to cross-check quotes, bios, and background details. While AI isn’t perfect (AI hallucinations do happen), it’s becoming part of the fact-checking process.

What this means for PR:

• Keep your messaging consistent across all platforms: website, press releases, bios, and social media.

• Inconsistencies confuse AI systems and, in turn, the journalists using them.

• Do periodic audits of your online content to ensure alignment.

Why This Matters for PR and Marketing

AI is shaping the editorial process, from story discovery to verification. To get noticed by journalists in 2025:

• Optimize content for AEO.

• Use clean audio in interviews.

• Keep online profiles active.

• Post fresh, dated content.

• Maintain consistency across platforms.

When you make it easier for AI to surface your content, you also make it easier for journalists to find and use your story.

Frequently Asked Questions

How are journalists using AI in 2025?
Journalists use AI to discover stories, transcribe interviews, find sources, brainstorm ideas, and verify information. These tools help reporters save time and surface relevant content faster.

What does AI mean for PR professionals?
AI changes how journalists find stories and sources, which means PR professionals must keep websites, press releases, and social media optimized for AI searches. Consistent messaging and active online presence are more important than ever.

What is Answer Engine Optimization (AEO)?
AEO is the process of structuring your content so that AI-powered search engines can quickly identify and return it as a direct answer to a user’s question. This often involves using Q&A formats, clear language, and consistent updates.

How can I make sure journalists find my content through AI?
Use conversational Q&A formats on websites and blogs, update content regularly with dates, add clear contact information, and ensure profiles on platforms like LinkedIn are active and accurate.

Why is audio quality important for AI transcription?
AI transcription tools rely on clear audio. Poor sound can cause misquotes or make journalists skip your content altogether. Using a quality microphone ensures your client’s message is captured correctly.

How do I know if my website is optimized for AI search?
If your content is structured in a way that answers direct questions (like those in this FAQ) and is regularly updated, you’re on the righttrack. A professional audit can help identify gaps and improve your site for AI-driven discovery.

HOME  | ABOUT | PORTFOLIO | RATES | BLOG | BOOKSTORE