• by Ray Schultz , April 6, 2023

Muck Rack has introduced PressPal.ai, a tool that it says can suggest relevant journalists to target based on the keywords of AI-generated press releases.

PressPal.ai is powered by ChatGPT and Muck Rack’s Media Database, which integrates “hundreds of millions of data points with the most up-to-date information on journalists and media outlets across digital, broadcast, print, podcasts, newsletters and social media,” Muck Rack claims.  

Free to all Muck Rack customers, PressPal.ai was launched on Thursday in beta.

PressPal.ai can draft a press release based on a brief description and surface a list of journalists to target, the company says.

Muck Rack urges PR people to take these steps:

• Enter a brief description of your news on PressPal.ai
• PressPal.ai generates a press release alongside a list of journalists who may be interested in your news based off the content of the release
• Review your press release and add any additional details
• Pitch your release using Muck Rack’s Pitch tool
• Monitor for coverage
• Measure the value of your coverage and share a report on your outcomes

“From media lists and relationship tracking to analytics and reports, their workflows are prime for AI’s emergence in the PR ecosystem,” states Gregory Galant, cofounder and CEO of Muck Rack.

This is happening as conversations about “how AI will impact PR and journalism are ongoing and increasing,” Muck Rack says.  

It adds that “Trends data, media coverage related to AI and journalism and public relations has increased 250% and 400%, respectively, since November.”

Muck Rack cautions that PressPal.ai is more of a brainstorming tool than a final draft generator. Always review and edit a press release so it is factually accurate and free from errors and omissions."