Storylines

LLMs Are Powerful, but Not Enough

Why PR and Media Need Specialist AI, Not Generic LLMs

Large language models have captured the imagination of PR and media teams, promising speed and fluent text generation. But fluency alone isn’t enough. Generic LLMs are resource-intensive and prone to hallucinations—confidently generating content that may be factually incorrect or unverifiable. In PR and journalism, one misstep can damage reputation and erode trust.

The Right Tools for Modern Campaigns

How Local Newsrooms Could Redefine National Campaigns

In modern politics, winning the national narrative often comes down to one thing, owning the district conversation.
For decades, political campaigns have poured billions into national ad buys and social media strategies that blanket the country but fail to connect where it matters most: local communities. The 2024 election cycle proved it again, national messaging moves polls, but district-level storytelling moves people.
That’s where a network of political district-level Lookatmedia™ newsrooms could fundamentally redefine how campaigns are run, covered, and understood.

Leverage Your Thought Leaders

Visual Narratives: The New Frontier for Business & Finance PR

Journalists, podcasters, influencers and bloggers are inundated with information; traditional press releases alone are no longer enough to capture attention. For business and finance PR teams, the rise of digital media and fragmented news consumption has created a new imperative: visual narratives.

Americans are inundated with visuals.

Americans Tune Out News. Smart Brands Tune In

A decade ago, more than half of Americans said they followed the news “all or most of the time.”
Today, that number has fallen to just 38%, according to Pew Research. Even more telling, younger audiences are increasingly getting their headlines not from newsrooms, but from influencers and short social clips.
It’s not that people have stopped consuming news. They’re just consuming it differently, in fragments, on mobile, and across platforms that rarely credit or even connect back to the original source. For communicators, that’s a major problem: fewer traditional journalists to pitch, more fragmented audiences to reach, and endless content competing for seconds of attention.

Believe what you see

Why Visual Narratives Matter More to the Media Than Ever Before

Audiences are consuming more images and video content daily than ever before. Recent data indicates that the average American is exposed to thousands of visual stimuli each day, from social media posts to streaming video and digital ads. While traditional written content remains important, the surge of visual media is reshaping how news is reported, absorbed, and remembered.

This way up

The press release Isn’t dead, it just needed a smarter home

As newsrooms face tighter deadlines and shrinking teams, the traditional PR pitch often falls flat. But the story doesn’t end when a journalist skips the email. Increasingly, they’re finding stories through search, not just inboxes.
That’s where Lookatmedia™ steps in, a digital media center and content management platform that turns every press release into a long-term, discoverable asset.

Editorial speed. Journalistic control. Brand-safe storytelling.

CopyDeskAI™: Guided by journalists, not algorithms

CopyDeskAI™ is a new editorial support tool purpose-built for modern newsrooms. Developed in close collaboration with editors, producers, and reporters. It works alongside journalists to streamline story development, reduce routine workload, and maintain the high standards of professional reporting.

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Transforming Automotive PR with Networked Media Centers

Now real-time communication and connection with the Media is essential, automotive brands must evolve beyond traditional PR strategies to connect with consumers in ways that influence behaviour. A groundbreaking approach is emerging, networked Media Centers for dealers, centrally controlled by the brand, offering a dynamic, unified voice while maintaining local engagement.

Risky ventures

Established Branded Newsrooms' Image Crisis

A startling discovery has emerged: nearly all branded online newsrooms in the U.S. including those of the world’s most beloved brands and even the White House, fail to meet basic Media image management compliance standards. This includes missing or incorrect metadata for copyright and attribution, improper file sizes and formats, and inadequate visual resources for journalists.