Build a More Organized Media Outreach Workflow

A strong pitch explains why the story matters to a particular audience now. Identify the publication, beat and reader before writing. Use a concise subject line, a clear angle, evidence and a specific offer for follow-up. Avoid mass messages that ignore editorial focus.

Record where a contact detail came from and when it was checked. Respect publication preferences and applicable outreach rules. A saved contact is not a verified address, and a draft in a workspace is not a sent email.

Use clear statuses for draft, ready, sent, follow-up and complete. Log coverage URLs, dates and sentiment only after reviewing the actual article. Keep manually verified AI citations distinct from automated media monitoring.

Shane’s AI PR is a browser-only media relations workspace. It supports editable pitch emails and press-release outlines, contact records, follow-up statuses, manually logged coverage, CSV export and JSON workspace export. It does not search for journalists, verify contact details, send email or monitor live media.

Build a contact record that can be trusted

For each journalist or publication, capture the name, outlet, beat, role, public contact source, date checked and a short note about relevance. Keep the source with the record so a teammate can verify where the detail came from. Do not guess email addresses or treat a name found in an old spreadsheet as a current contact.

Segment contacts by the story they are likely to cover, not simply by outlet size. A local business reporter, trade publication editor and national technology journalist may need different evidence and different angles. A smaller, relevant list is usually easier to maintain than a large undifferentiated list.

Make the pitch useful to the recipient

A good pitch quickly answers three questions: why this story, why this audience and why now? Lead with the news or useful insight, support it with evidence, and offer an appropriate next step. Keep the press release, pitch email and supporting materials consistent. Check names, dates, quotations, figures and links before marking a draft ready.

Use a follow-up schedule that respects the publication’s preferences and applicable outreach rules. Log the date and outcome of each contact attempt. Stop when a recipient declines or asks not to be contacted. Avoid treating a saved draft or a status change as proof that an email was sent.

Separate outreach from verified coverage

When a story appears, save the live URL, publication date and the specific claim or mention you are recording. Distinguish earned media coverage from a guest post, paid placement, press-release syndication or an AI answer that cites the publication. Those are different forms of visibility and should not be combined into one count.

Shane’s AI PR helps organize drafts, contact records, follow-up statuses and manually verified coverage. It does not discover journalists, verify contact details, send email or monitor media automatically. Use it as a planning record alongside the communication tools and source checks your team already uses.