While journalists are sick of spray-and-pray pitches and press releases, they are equally heartened to see pitches that are tailored to their interests. As Artificial Intelligence (AI) has gained prominence since the November 2022 public release of ChatGPT, more public relations practitioners may be open to the idea of using AI to help identify the right journalists for their stories and craft pitches that will be more likely to appeal to them.

In this FIR Interview, Neville Hobson and Shel Holtz spoke with Aaron Kwittken, founder and CEO of PRophet, which is billed as “the only generative and predictive PR platform.” Once you have created an initial pitch, PRophet evaluates it, predicts media interest, and then helps draft personalized pitch copy to interested journalists.

About our conversation partner

Aaron Kwittken is founder and CEO of PRophet (prprophet.ai), the first-ever generative and predictive AI SaaS platform designed by and for the PR community. The platform uses AI to help modern PR professionals become more performative, productive, and predictive by generating, analyzing, and testing content that predicts earned media interest and sentiment. Aaron is also CEO of the Comms Tech Unit for the Stagwell Marketing Cloud, a suite of AI SaaS solutions for PR, social media, and content creators.

Aaron founded KWT Global in late 2005 (f/k/a Kwittken), a highly acclaimed global PR and brand strategy consultancy where he currently serves as Chairman. Stagwell acquired KWT Global in 2010.

A proud George Washington University alum, Aaron serves on GW’s School of Media and Public Affairs advisory board. He is the immediate past president of the Public Relations Society of New York, past president of the Americas for the International Communications Consultancy Organization, a former Board member of the PR Council, a former adjunct professor at New York University, and a former Forbes columnist. He currently writes a monthly column for The Drum and is the creator and host of the popular Brand on Purpose podcast that features companies and leaders that do well by doing good.

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