A Crisis for Journalists Is a Crisis for PR
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Journalists are relying on AI for research while battling a flood of questionable AI-generated press releases. This erosion of trust is a wake-up call for PR professionals.
As the public relations industry steps into 2025, one issue threatens to overshadow the promise of AI-driven advancements: breaking through the noise of content overload. While AI has revolutionized PR by automating press releases, pitches, and story ideas, journalists are grappling with an overwhelming influx of content. For PR professionals, the question is no longer just about generating content, it’s about getting noticed in an oversaturated landscape.
The content overload crisis
AI has made it easier than ever to churn out content, but the sheer volume of AI-driven material has left journalists struggling to identify authentic, compelling stories. "The endless stream of automated pitches is creating journalist burnout," says Jack Berkman, PRSA and College of Fellows inductee. "The challenge is not just being heard but being trusted."
Buried in the Garbage
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Journalists’ inboxes are drowning in AI-generated pitches, burying the real stories you want to share. Lookatmedia™ cuts through the noise, connecting you directly with journalists.
Buried in the Garbage
Getty Images/iStockphoto
Journalists’ inboxes are drowning in AI-generated pitches, burying the real stories you want to share. Lookatmedia™ cuts through the noise, connecting you directly with journalists.
The visual edge journalists crave
In this new landscape, what journalists need most is access to media-compliant images and videos that captivate readers and viewers. Smart PR professionals and firms recognize that eye-catching visuals aren't just supplementary, they are essential. High-quality, verified visual assets can make the difference between a pitch that gets ignored and one that grabs a journalist's attention.
"Journalists want stories that stand out and are ready to publish," says Craig Harris, CEO of Lookatmedia™. "Media-compliant visuals are no longer optional, they’re the gateway to earning trust and engagement."
The Building Blocks of PR in 2025
Lookatmedia™
Words alone won’t cut it anymore. Journalists need media-compliant images and videos to tell compelling stories. Lookatmedia™ delivers what they need, when they need it.
The Building Blocks of PR in 2025
Lookatmedia™
Words alone won’t cut it anymore. Journalists need media-compliant images and videos to tell compelling stories. Lookatmedia™ delivers what they need, when they need it.
The PR playbook for 2025
To thrive in 2025, PR professionals must pivot their strategies to focus on:
Authenticity Over Automation: Beyond AI-generated content, PR teams must deliver genuine stories and verified narratives that resonate with human emotions.
Tailored Pitches: Crafting hyper-personalized pitches that align with individual journalists’ interests, while offering accompanying visual assets, will be key.
Media-Compliant Visuals: Providing ready-to-use images and videos that adhere to media standards ensures pitches not only get noticed but are immediately usable.
Building Trust: Strengthening personal relationships with journalists will set PR professionals apart in an era of increasing automation.
Not Tuned In? Not Heard.
iStock
The 24/7 news cycle demands precise timing. Lookatmedia™ media centers align your story with what journalists want to cover—when they want to cover it.
Not Tuned In? Not Heard.
iStock
The 24/7 news cycle demands precise timing. Lookatmedia™ media centers align your story with what journalists want to cover—when they want to cover it.
The wake-up call
While AI remains a game-changing tool, the industry is waking up to its limits. PR professionals who combine the power of technology with the timeless principles of trust, creativity, and relationship-building will dominate the field.
In 2025, the PR firms that succeed will be those who understand the evolving needs of journalists, offering them not just pitches, but complete, visually engaging stories that are ready to capture their audience’s attention. This human-centered approach will define the future of PR in a world inundated by AI content.
