AI PR: how AI startups and companies get covered

Story angles that work for ai companies

Journalists do not cover companies, they cover stories. These are the angles that most often earn ai companies coverage:

• Measured results from real customers, with numbers and permission to name them
• Original research or benchmarks that other reporters can cite
• A clear position on safety, regulation, copyright or jobs, backed by experience
• A non-obvious use case outside the usual chatbot and copilot stories

How to run ai companies PR yourself

1. Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
2. Build a short list. Find the 20 to 50 reporters who have covered ai companies recently. A short list that fits beats a long list that does not.
3. Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
4. Follow up once. Three to five working days later, add something new rather than "just checking in".
5. Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.

What reporters on this beat want

• Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
• Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
• Share the paper under embargo with a plain-English summary on top.
• Lead with the finding, then the method. Skip the institution's history.

Mistakes to avoid

• Leading with "AI-powered". Say what the product does and for whom.
• Hiding limitations. Reporters respect a founder who explains where the model fails.

Who covers ai companies

InsightFuse lists 76 journalists, editors and producers whose role or outlet points to ai companies coverage, across 20 countries. Here is where they work and what they do.

Browse journalists on these beats

Related guides

Frequently asked questions