Coverage is an environment
Media relations becomes more useful when it watches narratives, not just names. Which questions are recurring? Which claims are becoming contested? Which competitors are being quoted? Which data points are driving the story? Where is there a gap that genuine expertise can fill?
Build triggers, not spam lists
A media intelligence desk should create reasons to act: a new regulation, market move, data release, competitor claim, recurring journalist question or public misunderstanding. Those triggers can produce commentary, evidence, a briefing, an interview offer or the decision to stay quiet.
Make outreach earn its interruption
Journalists do not need more generic pitches. They need something relevant to the story already moving. AI can monitor and synthesise at scale; humans still judge whether the organisation has enough evidence and authority to enter the conversation.