With Gini Dietrich: Hyper-Personalization Powered by AI
We recently hosted an insightful webinar on Hyper-Personalization Powered by AI, featuring Gini Dietrich, CEO and Founder of Spinsucks, and Zach Cutler, CEO of Propel PRM. The discussion highlighted how artificial intelligence is transforming public relations while underscoring the irreplaceable value of human creativity in the process.
For anyone who missed it, here’s a recap of the key takeaways from the session and how AI and human collaboration are the future of PR.
The Intersection of AI and PR
In the webinar, Gini shared her thoughts on the impact AI is having on PR professionals today. One of the most significant points she made was that while AI is incredibly useful for automation, it’s crucial that humans stay in control of the process. AI can churn out content quickly, but Gini cautioned that too many PR pros are relying on it without applying human oversight. As she shared, she recently encountered an instance of AI-generated content that misquoted her—a prime example of how AI can’t be fully trusted without human verification.
This is an important reminder that while AI can assist with tasks like drafting content or generating pitch ideas, it still needs the human touch to ensure accuracy, creativity, and authenticity.
AI as a Partner in the PR Process
Zach Cutler also weighed in on the AI discussion, emphasizing that AI should be viewed as a partner, not a replacement. He likened it to an intern who, when given clear instructions, can deliver impressive results. However, just like with any intern, if the input is vague, the output can fall flat.
The conversation turned to how AI can be most effectively used in PR: as a tool to automate repetitive tasks and boost productivity, giving PR professionals more time to focus on strategic and creative endeavors. For example, AI can help write initial drafts, summarize long reports, or even generate personalized pitch emails—but the final product should always be refined by a human expert.
Freeing Up Time for Creativity and Strategy
One of the most exciting aspects of AI, as discussed by Gini, is its ability to free up time for PR professionals to focus on high-priority, creative tasks. By automating routine processes, like generating ideas or summarizing articles, PR teams can redirect their efforts to crafting compelling stories, building strong media relationships, and developing innovative strategies for their clients.
Gini emphasized that AI should be seen as a tool for innovation. “What this does is it frees up the time to do some of that stuff so choose something that's on your back burner list and say, 'I want to focus on this next quarter,'" she said. This kind of focus is especially important for long-term PR strategies that need fresh, creative ideas.
Balancing Automation with Authenticity
An important point raised during the webinar was the ethical implications of using AI in PR. Both Gini and Zach agreed that while AI offers tremendous benefits, it should always be used in a way that aligns with the ethical standards of the PR profession. This means avoiding the temptation to churn out low-quality, generic content and ensuring that the use of AI doesn’t compromise transparency or trust.
As PR professionals, our role is to be strategic and authentic. AI can enhance our work, but we must always ensure that the final product represents our brand’s values and voice.
AI’s Role in Personalization
One of the standout moments of the webinar was the discussion on how AI can elevate personalization in PR pitches. AI tools can help PR professionals tailor introductions by analyzing a journalist’s recent work or interests, making outreach more targeted and relevant. However, as Gini emphasized, effective personalization requires more than just surface-level adjustments. “AI can give you a great starting point, but it’s your responsibility to dig deeper,” she explained. True personalization comes from understanding a journalist’s perspective and crafting pitches that genuinely resonate. This combination of AI-driven insights and human effort is key to building meaningful media relationships.
Watch the Webinar for More Insights
Intrigued by these highlights? There’s plenty more to discover in the full webinar recording, now available on our YouTube channel. Gini Dietrich shared even more actionable tips, real-world examples, and thought-provoking ideas about the intersection of AI and PR. Don’t miss the chance to gain deeper insights into making your PR strategy smarter and more human.
Looking ahead? Be sure to sign up for our upcoming webinars to continue learning from industry leaders. And if you’re curious about how Propel PRM can revolutionize your PR workflow, why not explore it firsthand? Sign up for a free trial at Propel PRM and empower your team to work smarter, not harder.
