Top 5 tips for pitching journalists who cover AI

Let‘s start from the beginning - who are AI journalists? AI journalists are journalists who specifically focus on covering artificial intelligence. These types of journalists specialize in AI technology, societal impacts, ethical concerns, and innovations in the field. The journalists are there to help the public stay informed about the ever-changing AI landscape. Journalists are covering AI extensively, but for every published piece, countless pitches miss the mark and collect digital dust, dismissed for missing that distinct quality that makes them shine. And no, you can’t just ChatGPT it. Here are five tips that will make your life easier:

Tip #1: Understand your journalist - no two AI journalists are alike 

No two AI journalists are the same. Some may cover healthcare AI, while others focus on autonomous vehicles or ethical AI. Personalize your outreach to match their specific beat - don’t pitch a healthcare AI story to someone covering finance AI. So, before you even think about drafting an email to the desired journalist, do your homework. Find the right outlets and journalists who align with your story. You can also use resources like Dazzle, X (Twitter), LinkedIn, Muck Rack, and Cision. Use the resources to see what the journalists have published recently and what topics are trending, and join relevant groups to stay in the loop. Make sure to take note of AI-focused outlets like The AI Report, AI Business, Unite.AI, AI News, and Towards Data Science as well since it’s ok to focus on niche sites your audience is reading and not only aim for the top-tier outlets like New York Times or TechCrunch. 

Tip #2: Be real - share what your company is doing, how it’s done, and why it matters

AI is a hot topic, and as mentioned before, journalists’ inboxes are overflowing with crap. Avoid overdone stories like “AI isn’t stealing your job” and “AI vs. Humans.” Cut the fluff and share what your company or client is doing in the AI space. Whether it’s groundbreaking research, a new product, or an innovative application, explain how it works clearly. Don’t stop there. Tell the journalist why it adds value to their readers. Is it improving efficiency in a specific industry? What real-world problems are being solved? Give the journalist a reason for their audience to care. Include any relevant stats, case studies, and insights that demonstrate your company’s impact or the effectiveness of your AI technology. Being transparent makes your story more engaging and builds trust with both the journalist and the audience.

Tip #3: Simplicity sells

When pitching to journalists, especially those covering AI, it’s important to keep things simple and direct. Start with a concise subject line - no more than six to eight words - and make it directly about what you’re pitching. Avoid generic or vague openers like “Story Idea,” “Are you interested in AI?” and “I know you’re busy, but…” These don’t provide enough context and will either get lost in their inboxes or be deleted.

When crafting the body of your pitch, avoid industry jargon like “groundbreaking” or “revolutionizing” and get straight to the point. Try to keep your pitch around two to three short paragraphs. Be sure to get right to the meat within the first couple of sentences of your pitch; journalists covering AI already know what AI is and why it's important.

Tip #4: Be the expert

While you don’t need to be a technical guru, staying informed on the latest AI trends is crucial to pitch effectively. You don't need to be the expert on tech specifics (that's up to your client), but journalists expect you to understand the broader context of AI and how it intersects with their specific beat. Avoid pitching half-baked ideas because journalists will see them from a mile away. When you show you’re a credible expert who understands the real-world implications of AI, you create a stronger foundation for trust with the journalist. Trust increases the likelihood that they’ll take your pitch seriously and be more open to covering your story, or circling back for your insights in the future.

Tip #5: Persistence stands out - follow up

Following up shows you’re committed to what you’re pitching, and you did the research to know it could be of interest to them. A single, thoughtful follow-up can make the difference between getting noticed and being forgotten. Don’t forget reporters are people too, and get sick, take vacations, and are contending with major upheaval in the industry as the news cycle only speeds up. Reference a recent article or a point from your initial pitch to show it’s not a generic follow-up. However, don’t overdo it - pinging them every day or following up multiple times can backfire. Patience and professionalism go a long way in building lasting connections. Just because they don’t take your story this time doesn't mean they won't take the next. 

Nail your pitch, build real connections, and make an impact

Nailing a pitch to journalists who cover AI takes more than hitting “send” or using ChatGPT to write it for you. It requires real effort - doing your homework on the journalist, crafting a tailored and thoughtful pitch, and being authentic. Cut the fluff and focus on what makes your story unique while demonstrating that you understand both the AI space and the journalist’s specific interests. Be thoughtful when following up. Journalists know that AI is a rapidly growing field, and building genuine relationships with them will help ensure your pitch gets the attention it deserves. Keep refining your approach; your stories will gain traction.