3 AI PR tips on how to pitch your startup to the press

The ideal pitch email length is around 200 words, which can seem quite short at first when you think of the extensive information you want to share surrounding your AI startup.

Here’s how to craft a compelling pitch that will get noticed by the press:

If you haven’t heard about ChatGPT, you might be living under a rock. Generative AI is a hot topic right now, and many startups in the industry have been jumping on the trend to showcase their ideas. The tech world is buzzing with excitement, and there’s a growing conversation about the power of generative AI, as well as the ethical ramifications of AI. Journalists have been writing about everything from the magic of text to music AI to the potential for the technology to eradicate human creativity. 

While it may seem like the perfect moment to launch an AI company, the industry’s rising popularity presents machine learning (ML) startups with a double-edged sword. Journalists may be overwhelmed by the amount of AI-related pitches they receive in their inboxes, but that’s not a reason to be discouraged. There are numerous ways startups can leverage AI PR to express their ideas in a compelling way, allowing them to stand out from the crowd. These three tips will help you craft the perfect pitch for your AI startup.

Do your research and understand who you should be targeting

AI startups need to be sure that they are targeting the right media outlets, or else they could come off as insincere. Even if a journalist is writing about AI, they might be skeptical of the technology, so find journalists who are interested in the industry and have a track record of covering other similar AI startups. Because AI spans so many different industries, honing in on specific publications and journalists that cover general AI news as well as those who have niche verticals will make all the difference.  Here are some steps to take when finding the right media outlets:

• Do some research to understand the publication as well as the specific journalists that would be a good fit to share your AI news with. Publications that should be a top priority are general tech publications like TechCrunch and then more specific AI publications like Unite.AI.
• Research previous articles the journalist has covered. Have they written about a competitor before? Have they been keeping up with the latest ChatGPT news?
• An important thing to check is whether or not a journalist is still at the publication being referenced. Members of the press tend to move around quite a bit, depending on contacts, freelance positions, and these days, layoffs.

AI startups should always stay up to date on who is covering the latest stories in their field, and keep track of who is fueling the conversations within the space. Taking the extra step to make sure you are giving reporters a story that will resonate with them will go a long way. The extra effort will help build a relationship with reporters and help you land top coverage in the future.

Crafting the perfect pitch email

The ideal pitch email length is around 200 words, which can seem quite short at first when you think of the extensive information you want to share surrounding your AI startup. This isn’t the time to dive into a history lesson of AI development but make sure the most interesting part of the announcement is told so journalists want to learn more. 

Like the attention-grabbing headline in the press release, the subject line of the pitch email should be similar, if not the same as the headline. Make sure the AI company’s name stands out and any prominent names are included if you are announcing a partnership. The email subject line should never exceed 60 characters or roughly ten words. Keeping a subject line short and punchy isn’t just for grabbing a reporter’s attention, it also makes sure that the text doesn’t get cut off, especially if they are viewing it from a mobile device.

Cut out the AI jargon

Keep the story simple and engaging, because even when you have an AI startup that is the best that tech has to offer, you’re going to want to focus on digestible language. Think of the pitch email as a summary of the press release.

Here are a few ways to ensure your pitch is easy to understand:

• Focus on the most critical details. Outline what the AI startup does and give a handful of clearly defined methods used to achieve that goal, like what technology the company uses and how it helps the business achieve its goal.
• Avoid generalizations when describing how AI will benefit users. Rather than relying on words like “revolutionary”, and “transformative”, find ways to convey that sentiment by leading with real use case examples.
• Imagine that pitch email readers are at the beginner level. It’s an effective way to make the pitch easy to read.

Whether an AI startup is focused on generative AI or sustainability AI, the pitch email should make clear to the reader within the first two lines. 

The best way to rise above the noise

Understanding where to start when pitching an AI startup to the press requires crafting the right story for your announcement. Do your research to know which journalists are excited about new AI technology and which publications are likely to cover it. By focusing on preparation and media research, AI startups that are adapting to the rapid changes within the space have a better chance of successfully grabbing a reporter’s attention.

One of the best ways to rise above the noise in this industry is with the help of a top AI PR agency like SlicedBrand. Not only will you have a team of PR professionals to craft the perfect strategy, but you will also have access to their vast list of dedicated AI journalists and media connections. With an experienced team in your corner, you are sure to stand out from the rest. Reach out to our team today to learn more.