Engaging Journalists in the World of AI and Automation: PR Best Practices

1 February 2026

Let’s be honest—public relations isn’t what it used to be. With AI and automation shaking up the way we consume and share information, PR pros are facing a new challenge: keeping journalists engaged in a world where bots write news faster than humans can hit “send.”

But here’s the thing. Journalists are still human (well, last time we checked), and they still crave real connections, compelling stories, and trustworthy sources. So, how do we bridge the gap between our human touch and this fast-evolving tech landscape?

Pull up a chair, and let’s dive into some best practices for engaging journalists in the AI and automation era—without sounding like a robot ourselves.

Table of Contents

- Why AI and Automation Are Changing the PR Game
- What Journalists Really Want in the AI Era
- Crafting a Pitch That Cuts Through the Noise
- Being Human in a Time of Machines
- Using AI to Strengthen, Not Replace, PR Relationships
- Timing is Everything – Even With Automation
- Evaluating Tools That Enhance Engagement
- [Final Thoughts: Keeping it Real in a Digital World](#final-thoughts-keeping-it-real-in-a-digital-world