How AI Is Changing the Journalist–PR Relationship | Rosie Taylor

In this episode of the Digital PR Podcast, Lou and Steve are joined by freelance journalist Rosie Taylor to discuss how AI is reshaping the relationship between PRs and journalists. They explore the rise of AI-generated content, fake experts and increased verification pressures in newsrooms, alongside what this means for trust, pitching and media relations. Rosie shares what makes a pitch stand out, why exclusives and relevance matter, and how relationships are now built through strong stories rather than schmoozing. They look at responsible uses of AI in PR, the importance of audience-first storytelling, and why authenticity and human connection are becoming the industry’s strongest differentiators. 00:00 The Evolving Relationship Between Journalists and PRs 02:53 Navigating AI in Journalism 12:07 Leveraging AI for Better Storytelling 14:44 The Future of Journalism and AI 24:13 The Challenges of Authenticity in Journalism 29:00 Transparency in AI Usage for PR Professionals 32:20 The Impact of Fake Experts on Journalism 39:46 The Human Element in PR and Journalism Check out the full transcript: https://www.propellernet.co.uk/the-di... – About the Digital PR Podcast Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences. To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review. The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast. To check out our socials and other useful links click here https://linktr.ee/propellernet_