True personalization in media outreach goes beyond using a journalist's name. LookAtMedia's AI analyzes a journalist's recent work and rewrites a core press release to match their specific language model and audience interests. This hyper-personalization dramatically increases the likelihood of media coverage.
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Earned media is a primary source for generative AI, appearing in over 60% of brand reputation-related responses according to research. This positions PR at the center of the new "Generative Engine Optimization" (GEO) landscape, creating the most significant strategic opportunity for the industry in over a decade.
Top sales rep Evan Greek uses a GPT model she personally trained to mimic her writing style. By providing feedback on drafts, the AI learns her preferences for tone and structure, allowing her to combine the speed of automation with genuine personalization.
LookAtMedia's platform has evolved beyond a simple PR tool for companies. Major media groups and journalism schools are now adopting it to generate high-quality, error-free news content internally. This creates a two-sided ecosystem where the tool both creates and satisfies the demand for news stories.
Instead of using generalist AI, LookAtMedia built a "media vertical AI model" trained on over a million journalists' writing. This focused approach yields higher quality, more authentic content with a near-zero hallucination rate (less than 0.01%), which is crucial for maintaining credibility with the media.
Unlike training a human, feeding an AI SDR historical 'good' emails can limit its effectiveness. The better approach is to train it on core personas and ways to add value, allowing the AI to use its ability to scrape vast, real-time data for hyper-personalization.
Historically, PR owned credibility and marketing owned pipeline. AI and LLMs have forced these functions to converge completely. The credibility built by PR through earned media and thought leadership is now the primary fuel for AI-driven discoverability, which in turn feeds the marketing pipeline. The functions are no longer complementary; they are inseparable.
Instead of using AI for mass content creation, which leads to overload, leverage it to adapt a core value proposition into highly relevant messaging for each persona within a buying group (CEO, CTO, CFO), addressing their specific pain points.
AI makes it easy to generate grammatically correct but generic outreach. This flood of 'mediocre' communication, rather than 'terrible' spam, makes it harder for genuine, well-researched messages to stand out. Success now requires a level of personalization that generic AI can't fake.
Effective public relations has traditionally been inaccessible to companies with less than $500 million in revenue. AI-powered platforms are now changing this dynamic, offering tools that replicate the function of a PR professional, thereby opening the market to millions of smaller businesses worldwide.
Instead of writing a style guide from scratch, feed your most successful and on-brand articles, emails, and web pages into an AI model. This process allows the AI to capture the essence of your unique voice, creating a foundational asset for generating new, consistent content at scale.
