Media Coffee | Media Relations, AI & the Future of PR with Jody Fisher
In this episode of Media Coffee, Jody Fisher, founder of Jody Fisher PR and a former New York City reporter, discusses why understanding journalists' needs is essential to successful public relations. He also examines how generative AI is reshaping communications and why organisations should actively manage their digital presence across earned and owned media.
Key Takeaways:
PR professionals should focus on making reporters' jobs easier. Understanding what journalists need and providing useful, relevant information can strengthen media relationships and improve the chances of coverage.
Responsiveness can make or break a media opportunity. Reporters often work on tight deadlines, and delays can mean missing out on coverage. PR professionals who respond quickly and provide timely access to information, interviews, and resources are more likely to become trusted media contacts.
Organisations should maintain an active newsroom or blog on their website. AI platforms are increasingly learning from news coverage, company websites, and other online content when generating responses. By regularly publishing updates and earning credible media coverage, organisations can help shape the information AI tools use to understand and describe their brand.
AI can help streamline PR workflows, but human judgment remains essential. While AI is useful for brainstorming and drafting content, communicators still need to verify facts, refine messaging, and apply strategic thinking.
You can watch the full interview with Jody across the page, and our full Media Coffee archive is available to watch here.