Smarter Week

How to automate it

How to automate “build media lists and pitch journalists”

Here are 2 ways to spend less time on this, best first. Each comes with steps you can follow today and, for AI fixes, a prompt to copy.

45 min
typically, a few times a week
40%
of the time can be automated
Some setup
to set up

Fix 1 of 2

Software featureBest fix

Build media lists from a journalist database

Muck Rack, Cision, Meltwater and Prowly show who covers your topic and what they wrote recently, and track your pitches and replies.

Typically saves about 40% of the time1 h to set up
  1. 1Search the database by topic and outlet instead of searching the web.
  2. 2Save lists by beat and keep them updated automatically.
  3. 3Send and track pitches from the tool so follow-ups are visible.
  4. 4If you have no budget, keep a shared spreadsheet and use AI with web search to check recent articles.

Tools: Muck Rack · Cision · Meltwater · Prowly

Fix 2 of 2

AI

Have AI tailor each pitch to the journalist's recent work

Paste the journalist's recent articles and your story; AI drafts a short pitch that explains why it fits their beat.

Typically saves about 35% of the time5 min to set up
  1. 1Copy two or three of the journalist's recent headlines or summaries.
  2. 2Paste them with your story and the prompt below.
  3. 3Check the angle is real and the tone is not over-familiar.
  4. 4Send from your normal email or media tool.
Prompt to copy
Write a short pitch email to [JOURNALIST NAME] at [OUTLET]. Their recent articles: [PASTE HEADLINES OR SUMMARIES]. Our story: [PASTE KEY FACTS]. Explain in one line why it fits what they cover, give the news in two lines, offer [EXCLUSIVE / INTERVIEW / DATA], and end with a simple question. Under 120 words. No flattery, no claims beyond the facts.

Tools: ChatGPT, Claude, Gemini or Microsoft Copilot

Who does this task

Roles in our library that list this as one of their common tasks. Each guide covers the rest of that role’s week.

PR / Communications

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Other common tasks for PR / Communications teams