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"How do I get more journalists to pick up my press release?"

For most communications teams, this question sits at the centre of every campaign. Press releases are still widely used, but pickup rates remain inconsistent, often because the way they are distributed no longer matches how journalists actually work.
The traditional model relies on media lists, mass distribution, and category-based targeting. A press release is sent to hundreds or thousands of contacts with the expectation that relevance will take care of itself. In reality, journalists are more selective than ever, and inbox volume means most generic pitches are never opened.
Improving pickup rates starts with a shift in approach: from distribution to relevance.

AI Transforms Communication: Lookatmedia CEO Shares Insights

The evolving landscape of artificial intelligence is fundamentally transforming how organizations approach communication. Craig Harris, Founder and CEO of Lookatmedia, emphasizes the need for strategies that engage both humans and AI systems.

AI Models Prefer Earned Media, Need Structured Data Today

Large Language Models (LLMs) primarily learn from earned media, which makes up about 80% of their ingested information. Structured data, however, is crucial for LLMs to accurately interpret and retrieve this content, enhancing AI system visibility.

Corporate Newsrooms Adapt to AI-Driven Media Landscape Today

The increasing proliferation of AI-generated pitches is revolutionizing the landscape of earned media and newsroom communications.

Lookatmedia CEO Craig Harris Discusses AI's PR Transformation

Craig Harris, CEO of Lookatmedia, outlines how artificial intelligence is reshaping the public relations industry. He emphasizes the need for AI-readable content ecosystems and hyper-personalized engagement to ensure discoverability and impact.