How to use AI to cut your PR time in half: PR tools & strategies for 2025

PR is one of the most powerful tools for brand growth — but if you’re managing it in-house, it can also feel overwhelming. Between researching trends, crafting the perfect pitch, and following up with journalists, PR can eat up more time than you have.

That’s where AI comes in.

Done right, AI can help you cut your PR workload in half, without sacrificing quality or creativity. It doesn’t replace your expertise — it simply speeds up the parts that slow you down.

In this blog, we’re breaking down exactly how to use AI to streamline your PR process, including:

✅ How to spot press-worthy trends in seconds

✅ How to generate fresh pitch angles journalists actually want

✅ How to tailor your pitches for different media types

✅ And how to use AI for simple, effective follow-up emails

Let’s get into it.


1. Use AI to speed up research & trend spotting

One of the biggest PR time sinks? Research.

Trying to spot media trends, figure out what journalists are writing about, and find the right hook can take hours. AI can help you do this in minutes.

Here’s how:

  • Use tools like Google Trends, BuzzSumo, to track rising trends in your industry

  • Use ChatGPT or Jasper AI to summarise competitor activity, social media buzz, or industry news

  • Ask AI to generate pitch angles based on trending stories. For example, if “quiet luxury” is everywhere, AI can suggest how your product might fit that narrative

If you’re a PR Dispatch Pro member, we’ve made this even easier. Our 2025 platform includes a weekly “newsjacking” feed with real-time story ideas you can pitch into — saving you even more research time.

2. Use AI to generate fresh pitch ideas

If you’ve ever stared at a blank screen trying to write a compelling pitch, you’ll love this one.

Once you feed AI the right brand information — your product details, tone of voice, and audience — it can help you brainstorm ideas fast.

Try asking:

“What are 5 newsworthy angles for a [insert your product type] in the [insert industry]?”

For example, a sustainable homeware brand might get:

  • “How to Make Your Home More Sustainable in 2025 – Without Breaking the Bank”

  • “The Rise of Eco-Friendly Homeware: Why Consumers Are Switching to Sustainable Decor”

  • “Meet the Candle That Lasts 3x Longer – and Creates Zero Waste”

The goal isn’t to copy and paste — it’s to spark ideas that save time and fuel stronger creativity.

3. Use AI to find press hooks editors will care about

Journalists aren’t looking to promote your product — they’re looking to serve their readers with relevant, timely stories.

AI can help you bridge that gap by identifying stronger angles.

Try this process:

  • Share a product description and campaign idea with ChatGPT

  • Ask for 5–10 angle suggestions tied to current trends or seasonal themes

  • Refine the strongest suggestions with your brand voice and story

For example, if you’re launching a new skincare product, don’t just say:

We’ve launched a new moisturiser.”

Instead, AI might help you shape:

“80% of moisturisers contain ingredients that can harm sensitive skin — here’s the clean, science-backed alternative experts are switching to.”

If you’re a PR Dispatch Pro member, pair this with our trending newsfeed to give AI even stronger direction — so it’s not guessing from generic ideas.


4. Tailor your pitches for different journalists in seconds

Personalising your pitch is one of the golden rules of PR — but rewriting every email? That’s where time disappears.

AI can help you keep the personal touch while speeding up the process.


How to do it:

  • Copy your core pitch into ChatGPT

  • Add a short brief about the journalist or outlet (e.g., “This is for a business editor who covers female founders”)

  • Ask AI to tweak the tone, focus, or structure to suit that outlet

This works particularly well if you’re pitching the same campaign to:

  • Lifestyle journalists

  • Business publications

  • Trade or industry press

It’s a simple way to stay efficient without sounding like a copy-paste robot.

Plan ahead and stay reactive with a go-to calendar of key dates designed to fuel your PR and marketing success all year round.

5. Use AI to write follow-up emails that don’t feel pushy

Follow-ups are one of the most important — and most neglected — parts of the PR process.

Why?

Because they feel awkward to write… and they take time.

Here’s how AI can help:

  • Copy your original pitch into ChatGPT

  • Ask it to write a polite follow-up to send one week later

  • Then, ask for a second follow-up you can send in a month

This ensures you stay on a journalist’s radar, without having to write fresh copy each time.



Pro tip: Use a tracker to manage your outreach. PR Dispatch Pro includes a built-in tracker, but if you’re DIY-ing, even a simple spreadsheet will help you stay organised.

Final thoughts

AI isn’t replacing PR professionals — but it is changing how smart brands approach PR.

When used intentionally, it can help you pitch more effectively, react to trends faster, and ultimately, secure better coverage with less time spent.

To recap, here’s how to use AI to cut your PR time in half:

✅ Research media trends and news stories in minutes

✅ Generate pitch angles that are relevant and newsworthy

✅ Tailor pitches without rewriting from scratch

✅ Create effective follow-ups that keep your pitch top of mind

The key to making AI work?

Feed it strong context — your brand tone, product information, and audience insights.

The more detail you give it, the better the results you’ll get.


If you want access to some of the incredible tools mentioned in this post — including real-time trending stories for newsjacking, a pitch tracker, and weekly journalist requests — join PR Dispatch and start using AI alongside expert-backed PR systems.

Or if you’d like to learn more about how to use AI in your PR process, watch the replay of our live workshop "How to use AI to halve your PR time” here

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