AI, FAKE EXPERTS, AND WHAT STILL WORKS IN PR WITH ROB WAUGH

Summary from the TLDR Marketing newsletter

Generic, AI-heavy PR is flooding journalists, so winning coverage now depends on being human, original, and sharply targeted. Reporters can instantly spot AI pitches through formatting quirks and generally poor quality. Their inboxes are overwhelmed by automated outreach at industrial scale. Short, direct pitches that present a clear idea or expert are more effective because they feel real and respect time. To get coverage, you need genuinely new information, since anything found via a Google search has no value as a story. Winning PR strategies include studying publications deeply, timing outreach to slower news cycles like weekends, and packaging ideas as consumer-relevant stories that fit how modern publishers drive traffic.