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  • Writer's pictureThomas Becktold

Activating the Promise of AI for Public Relations

Updated: Sep 25, 2023

Our aim as public relations practitioners is to effectively reach and influence stakeholders.

Yet in my conversations with so many of you, it's clear we share the same frustrations. Earned media coverage is ever more elusive and has a diminishing impact in our lightning-fast news cycles.

The tech available to PR teams doesn't address our current challenges nor does it leverage the opportunities of AI to assist us.

Out of that frustration, our IML tech team built a new platform, NewsDriver, to help ensure our PR engagement efforts succeed, every time.

NewsDriver places your headlines on premium publisher websites and apps such as The New York Times, Wall Street Journal, Business Insider, CNET and more with AI-powered targeting reaching the end-reader audiences you seek to educate and influence.

Working in conjunction with our custom SODA (Social Open Display) design platform, NewsDriver quickly builds compelling creatives that draw attention and spur action with your target media audiences.

Detailed Audience Analytics Provides Insights into Demographics, Traffic, Regions and more.
Sample NewsDriver Audience Analytics Report

My partner Peter Brand and I have a deep background in PR services and startups, so once we were ready, we had our wire service friends pilot tests for us. The results have been impressive.

We built awareness on quality news sites, with top-tier placements; drove meaningful traffic to clients; and lengthed the life of their news cycle. The analytics report in this post provides a window into audience engagement on a wire service press release.

Where many press releases fail to win any earned media coverage, NewsDriver delivers that audience in the context of top news sites and with prominent placement.

While syndicated postings place your news in obscure locations within a site, NewsDriver places content in the most prominent spots, with access to the premier programmatic ad spots on target websites.

I know the pros and cons of different audience reach approaches. For reference, I've been in the PR space for 35 years - serving as chief marketer at Business Wire, CMO at NIMBL & Family Playbook and as co-founder of Insight Media Labs. Peter founded Virtual Press Office which sold to PR Newswire (Cision)

For your reference, here's a link to the PR Week article.

If you want to learn more, we'd be happy to jump on a call with you - here's a link to our calendar,

And we'd love to hear your comments here.


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