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 Bett ...