Land your AI commentary in top publications

Journalism in the AI industry is highly nuanced and rapidly evolving. Journalists often seek insights from industry experts to weigh in on topics in the AI space, provide background, and offer their opinion. 

However, it isn’t always easy for them to connect with the right voices and get the perspectives they need. Sharing your insights with them is mutually beneficial: they get expert opinions to bolster their articles, and you get your name, company, and voice shared in top AI industry publications. 

Follow these expert PR tips to ensure your comments stand out and land valuable spots in the media. 

Research the journalist

Before you even start crafting your response to a great opportunity, you need to take a look at the journalist's previous work. Check out what sort of commentary they have used before and the tone of their articles. 

If they often write contentious, opinion-driven articles, be bolder in your responses. If the reporter normally writes articles for a non-technical audience, be sure to define any AI terminology. If they prefer short, one-sentence expert quotes, then keep your responses to the point. If they cover big questions like AI stealing jobs or data security issues, ensure your responses address potential objections. Each journalist is different, and each reply needs to be crafted to fit their style and needs. 

Create a candid response

Journalists are seeking insights because they need confident, expert guidance to support their articles. Avoid hedging language that can weaken your authority such as “I think” or “I imagine”. It can be easy to lean into speculation; instead, share your perspective with clarity and confidence.

Be sure not to inflate your responses with buzzwords. Journalists see right through fluff. Forget “groundbreaking,” “innovative,” “disruptive,” “visionary,” and “cutting-edge” in favor of accurate and honest descriptions. Your responses should be written out in full sentences (no shorthand) and in the tone of a conversational interview. 

Add value, not plugs

Commentary is not a platform to promote your company. Like thought leadership articles, it’s an opportunity to build your authority in the AI industry. While it can be tempting to bring your company into the discussion, this will quickly lose a journalist’s interest. If relevant, you can reference a specific situation or learning experience you had, but don’t use this as a way to talk about yourself. 

Remember, your company will appear alongside your name if your commentary is chosen, so it will be easy to find. Impress with your insights, not your company’s achievements. 

Don’t use AI 

Journalists look for insights because they want authentic opinions from leaders in the space. They’re looking for human perspectives that reflect real experiences, not generic, overly-polished responses or AI-generated texts. Start with your own thoughts on the topic, and write a response that draws from your own experience. It doesn’t need to be perfect; it should be unique and add something more than what has already been published. 

If you’re not confident in grammar or want another check, you can use editing tools sparingly. However, avoid over-reliance on automation that dampens your personality and authenticity. Journalists are bombarded with generated responses and will trash them as soon as they receive them. Most use AI-detection programs and will immediately block anyone who sends materials flagged as AI. There are no shortcuts to great commentary. 

Back up your insights

When you send your responses, clearly state who the quotes should be attributed to, including your full name, position, and company. Journalists often receive dozens or even hundreds of responses, so it’s important to include a short bio that explains why you are particularly suited to address this topic. Why should they listen to you above other experts?

Include related projects or leadership experience that show your experience in the particular area the article focuses on. Remove fluff and avoid inflating your experience; your bio should be to the point and honest. Prove your credibility.

Establishing your voice  

The great thing about commentary is that it builds on itself. The more your expertise is shared, the more your voice will be trusted to weigh in on future articles. When your commentary is published, send a personalized thank-you message to the journalist, and be sure to share the article across your social pages. Let them know that you’re happy to help with any future articles. One commentary could lead to a lasting, valuable relationship with the media. 

Keeping up with reporter deadlines and engaging with the right opportunities can take time. Many leaders turn to public relations agencies like SlicedBrand to manage these key activities. Don’t let these opportunities pass you by! Building your voice is one of the most impactful things you can do to make yourself and your company stand out in the crowded AI industry.