Pitch a story and follow up with journalists
An agent can draft a targeted pitch. The relationship, and the judgement about when to push, stay with the agency.
AI for PR Agencies
PR Agency
Plans media outreach, writes press releases, pitches journalists, coordinates interviews, manages reputation issues, and tracks coverage for client businesses.
What should stay human.
Keep and amplify
Agree the story, spokesperson and risk with the client
Write a press release, statement or bylined article
Research journalists, outlets and recent coverage
Automate
Compile a coverage and mentions report
Schedule interviews, photocalls and announcement dates
Monitor mentions, reviews and incoming media requests
Tasks, by type of work.
Each task has an experience tag (CX, SX or BX), a verdict, and example agents that often help with this kind of work. Agent suggestions come from our editorial scores, not vendor claims.
Inbox
Send a weekly update on coverage and upcoming pitches
A short update can be generated from the tracker and sent automatically.
Bookings & calendar
Schedule interviews, photocalls and announcement dates
Finding times and sending holds is routine scheduling.
Phone & voice
Handle a reputation issue or a difficult media call
This needs judgement under pressure and should stay with an experienced person.
Spreadsheets & data
Compile a coverage and mentions report
Clippings, links and reach figures can be pulled into a report automatically.
Documents
Write a proposal for a campaign or a retainer
An agent can draft from past proposals. The agency sets the strategy and fee.
Research
Research journalists, outlets and recent coverage
An agent can build a first media list. The agency decides who is actually worth pitching.
Content
Write a press release, statement or bylined article
An agent can produce a first draft. The agency checks facts, tone and legal risk.
Customer chat
Agree the story, spokesperson and risk with the client
What can be said, and who says it, is a judgement call and a conversation.
Admin
Monitor mentions, reviews and incoming media requests
Alerts can watch for new coverage and route anything urgent to a person.
Time freed, and where it goes.
Work an agent can take on
What comes off the desk.
- Compile a coverage and mentions report
- Schedule interviews, photocalls and announcement dates
- Monitor mentions, reviews and incoming media requests
- Send a weekly update on coverage and upcoming pitches
Where those hours should go
Back into people, and the business.
- CX — Agree the story, spokesperson and risk with the client
- CX — Pitch a story and follow up with journalists
- CX — Handle a reputation issue or a difficult media call
- SX — Staff experience: more time for the work that needs a person
- BX — Write a press release, statement or bylined article
- BX — Research journalists, outlets and recent coverage
- BX — Write a proposal for a campaign or a retainer
Seen at
Business types where this role often appears, with a note on how it shows up there.
Hired in
AI agents for Online Reputation Management Services
Assists with sensitive media issues, public statements, and crisis communication when client reputation concerns escalate publicly.
Hired in
AI agents for Criminal Defence Attorneys
Assists with media statements and reputation management in matters that attract public attention or sensitive scrutiny.
Hired in
AI agents for Video Production Companies
Helps the company gain press coverage, industry visibility, and launch support for major campaigns or announcements.
Hired in
AI agents for Executive Coaches
Supports media placements, speaking opportunities, podcast outreach, and profile building for the coach and their programs.
Hired in
AI agents for Eating Disorder Treatment Centres
Supports public communications, referral visibility, and media handling for a sensitive healthcare service and community education work.
Hired in
AI agents for Fertility Clinics
Supports public communications, media responses, and reputation management around services, announcements, and sensitive patient topics.
Hired in
AI agents for International Schools
Supports media communications, school announcements, and reputation management for enrolment and community relations.
Hired in
AI agents for Title Companies
Supports reputation management, referral events, and local visibility with real estate professionals and lending partners.
Hired in
AI agents for Barristers
Supports media opportunities, speaking visibility, and professional reputation management with legal directory and press outreach.
Hired in
AI agents for Event Planners
Helps secure media coverage, partnerships, and publicity for major public events or brand activations.
Hired in
AI agents for Book Publishers
Coordinates media outreach, author interviews and review coverage around launches and seasonal publishing campaigns.
Want this set up for you?
If you would like someone to build these pr agency flows in your business, tell us a little and we can match you with an agency. We don’t list agencies on this site.