#32 AI-Powered Digital PR with Raquel Pinto

May 15, 2025

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In this episode of the Digital PR Podcast, Steve Baker is joined by Raquel Pinto, a digital PR expert at Propellernet, to explore how AI is transforming media outreach. Rather than just a content tool, Raquel sees AI as a strategic thinking partner – helping PR professionals work faster, think sharper, and pitch more effectively. From treating AI like an intern to stress-testing hooks and unearthing niche audience insights, she shares how tools like ChatGPT and Perplexity are helping her deliver more focused, personalised outreach. Join us for a conversation that challenges traditional PR practices as we know them!

00:02:47 – Embracing AI for Efficiency: Raquel reflects on realising how much time she was spending on manual tasks – and how treating AI like an intern transformed her workflow.

00:08:46 – Optimising Media Outreach with AI: From testing campaign angles to understanding journalist preferences, Raquel explains how AI sharpens and speeds up outreach strategy.

00:15:51 – Limitations of AI in Creative Thinking: AI can accelerate admin but it can’t make the creative leaps. Raquel discusses where human intuition still reigns in digital PR.

00:20:46 – Building Relationships in a Digital Age: As AI-driven pitches increase, trust and personalisation matter more than ever. Raquel shares how she builds meaningful journalist connections.

00:25:47 – Practical Tips for AI Integration in PR: Learn Raquel’s go-to prompts, tool tips, and how starting a simple prompt bank can supercharge your day-to-day PR work.

Check out the full transcript here.

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 dprpodcast@propellernet.co.uk. 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.

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