Pete Pachal, founder of Media Copilot AI, shares his two-decade journey in technology and how AI is reshaping public relations. He emphasizes shifting the mindset of PR professionals from fearing AI to embracing it as a collaborative partner. Pachal discusses tailored AI tools that enhance workflow, from content creation to campaign automation. He also highlights the essential balance of human oversight to prevent errors. Listeners will discover practical strategies to navigate the evolving media landscape and improve communication effectiveness.
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question_answer ANECDOTE
How Media Copilot Started
Pete Pachal launched a Substack to teach himself AI and quickly began getting requests from PR teams for training and custom work.
That led him to formal classes in early 2024 and a hybrid training-consulting business for PR and comms teams.
insights INSIGHT
Shift From Santa Model To Collaboration
The key shift is seeing AI as a collaborator rather than a magic content generator that delivers perfection on first try.
That mindset expands AI's role across workflows beyond one-off outputs.
volunteer_activism ADVICE
Provide Context And Keep Humans In Loop
Give AI the right context and use the right model so outputs reach 80–90% completeness instead of being half done.
Always keep a human in the loop to check for errors and hallucinations.
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Feeling overwhelmed by the AI revolution sweeping through public relations? You're not alone. In this illuminating conversation, Pete Pachal, founder of Media Copilot AI, reveals to host Peter Woolfolk how PR professionals can transform their relationship with artificial intelligence from frustration to fruitful collaboration.
The journey begins with a crucial mindset shift. Rather than viewing AI as a magical "Santa Claus" that instantly delivers perfect content, successful PR teams approach AI as a collaborative partner in an iterative process. This fundamental change in perspective opens up possibilities far beyond basic content generation, extending into campaign automation, targeted media monitoring, and even interactive interview training.
Pachal walks us through specific applications that are revolutionizing PR workflows. Content creation remains the most requested capability, but the real value emerges when professionals provide sufficient context and choose the right AI tool for each specific task. When implemented correctly, AI advances projects from halfway complete to 80-90% finished—though human oversight remains essential due to AI's potential for errors.
For teams struggling with expensive, feature-bloated software platforms, Pachal offers a compelling alternative: creating narrowly-focused AI tools tailored to specific clients or campaigns. This approach delivers precisely what PR professionals need without paying for unnecessary features. Perhaps most fascinating is the evolution of media training, where interactive AI now simulates interviews, challenges spokespersons with difficult questions, and provides constructive feedback—all customizable to mimic specific journalists or media personalities.
Media Copilot offers various entry points for PR professionals looking to develop their AI skills, from accessible monthly sessions to comprehensive six-week courses with personalized coaching. For immediate value, download their free "100 Top AI Prompts for PR Pros" guide, which provides specific language patterns and prompting techniques that dramatically improve outputs.
Don't let fear of falling behind paralyze you—start with small steps toward AI integration and discover how these powerful tools can enhance your creativity and efficiency while maintaining the human touch that defines great public relations work.
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