Media Relations: Using the PR Assistant to Craft Effective Pitches and Press Releases

Meltwater’s AI-powered writing assistant that helps you write pitches and target the right people.

Whitney W. avatar
Written by Whitney W.
Updated over a week ago

This article will outline how to use the PR Assistant in Media Relations.

This user guide is intended to assist you with using the PR Assistant in Media Relations. For an article outlining all of Media Relations, see here.


What is it?

What is the PR Assistant?

PR Assistant is a writing tool featured in Media Relations, powered by OpenAI's ChatGPT API, leveraging the latest advancements in generative AI to suggest and improve your writing as you draft press releases and email pitches. Further, it can recommend journalists from Meltwater’s database that are likely good candidates for pitching.

What is generative AI?

Generative AI is a type of artificial intelligence that creates new data – like a poem, picture, or press release – by learning from examples and then mimicking that style or content. Some popular tools you’ve likely heard of include OpenAI’s ChatGPT and DALL-E, Google Bard, and Amazon’s Bedrock. In the case of ChatGPT, it can generate text that is surprisingly human-like. The AI is designed to understand context, idioms, and even jokes, allowing it to produce responses that are remarkably coherent and engaging. Other tools, like DALL-E, can generate images based on the words provided to it.


How does it work?

  • Click the text box and enter your key messages or a first draft. Select the format option to apply a pitch or a press release format. The pitch format will provide you with an email pitch, while the press release format will provide you with a press release formatted in the AP style.

  • Next, you can modify the length from the options “Short, Medium, and Long”, add or edit quotes, and attribute them to a named person. Though a quote is not required to build the pitch or press release, we recommend you use quotes if you have them.

  • While the output language text will reflect your application language, you can select from 14 languages.

  • On the right side, the text output will appear when you select Generate.

  • Next, customize further by clicking into the text block. You can also click Regenerate at the bottom of the text block before copying the draft text. Remember, the PR Assistant’s accuracy is not guaranteed. Similar to ChatGPT, this is meant to be a drafting tool - it is not meant to provide a final version. You should review and fact-check any outputs, just like you would with a junior staffer.

  • After it gives you a draft, edit it to fit your personal voice and double-check for inaccurate information.

  • Additionally, you may click on the Suggested journalists tab in order to see those journalists that are a good fit for your generated pitch or press release.

  • Easily identify relevant people to vet and pitch from this view. Click their names to see a preview of their journalist profile. Additionally, click on the 'Relevant articles' button to see the unique articles that made us think they're a good fit for you.

  • You may choose to filter by location or language. The recommendations are optimized based on relevance, and are location and language agnostic relative to the journalist databases to which your account has access. This means, you will need to apply these filters if you want them to be considered in the list of people presented.

  • Finally, you can find a list of your generations in the history table, accessed using the back button in the left hand side of the PR Assistant’s toolbar. Easily drop into a previous session or sort the history by content type, creator, and date generated or last updated.

To send a press release or pitch, you can use Outreach in Media Relations or navigate to any journalist in a saved media list in Media Relations. Click here for more information about Outreach.

Remember, PR Assistant is a drafting tool, not a final version generator. Just like you would with a junior staffer, you should review, fact-check, and edit the draft to fit your personal voice and ensure accuracy.


FAQ

Should I be using AI for my work? What should I avoid?

Generative AI, through PR Assistant, can expedite the creation of a press release, email pitches, and more. However it is important to remember that using tools like these is more akin to a collaborative brainstorming session, rather than a finalized, polished piece of writing. You should definitely review, customize, iterate, and refine text written by yourself or PR Assistant.

Does this form of ChatGPT API transfer any of my information to third parties?

As explained in our sub-processor list, OpenAI and Microsoft are sub-processors for the writing assistant services. When data is inputted to the writing assistant, it is transferred to OpenAi and Microsoft for processing. Meltwater has entered into data processing agreements with OpenAI and Microsoft for their use of Meltwater customer data. Please see more information below.

This content was generated using artificial intelligence ("AI") services powered by OpenAI and Microsoft Azure. You understand that the data submitted through the AI services is transferred to these third parties, as listed in our sub-processor list. These AI services are designed to assist users in generating content, but may not always be error-free. Meltwater cannot guarantee the completeness, accuracy, legality, or reliability of any generated content. You should carefully review and make appropriate changes to any generated content before publication or use. You are fully responsible for any use of generated content, including with respect to any potential infringement of third-party rights or violation of applicable laws. Meltwater disclaims any liability for any loss, damage, or harm resulting from the use of generated content.

How are journalists recommended in PR Assistant?

Our model is trained on millions of articles, and we use a proprietary machine learning process in order to quantify relevance. The results are always ordered in descending relevance, and we only offer 100 recommendations at a time. We suggest vetting all recommendations for outreach excellence.

Is customer data used to train the OpenAI models?

No. We do not use customer data to train, retrain or improve the models in the Azure OpenAI Service.

Our organization writes on not publicly available information. Does the PR Assistant store the information I provide?

Yes. PR Assistant saves your generation sessions, but they can be deleted from the history view accessed from the top left of the create view toolbar, with the left arrow.


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