FOR PR & COMMUNICATIONS AGENCIES
Faster research. Sharper pitches. Nothing generic.
Journalists can spot an AI pitch a mile off, clients are asking whether they still need an agency, and your team is juggling monitoring, reporting and too many tools. I help PR agencies use AI where it makes the work better, with people in charge of every relationship.
I’ve run an agency for 20+ years and spent the last three changing how agencies work with AI, starting with my own.
- Agency owner since 2005
- Eight of my own businesses rebuilt
- Hands-on, not slides
SOUND FAMILIAR?
Generic AI copy.
Releases and pitches that sound like everyone else’s, and journalists who ignore them.
“Do we still need a PR agency?”
Clients wonder whether a chatbot could do it.
Monitoring and reporting eat the week.
Junior time goes on tracking and formatting, not insight.
Confidentiality.
Nobody’s sure what’s safe to put into an AI tool.
THE WORRY UNDERNEATH
“Is AI going to gut PR?”
It’s taking tasks like first drafts and monitoring. Relationships, judgement, reputation and knowing what makes a story are what clients pay for, and AI done well gives your team more time for them.
HOW I HELP
Six ways I help.
FOR PR AGENCIES
AI that knows your clients.
Positioning, past coverage and journalist interests built in, so first drafts start from context, not a blank page.
Monitoring & reporting, faster.
Coverage, trends and how clients show up in AI answers pulled together, with your team writing the insight.
Safe with confidential work.
Clear rules on what goes into which tool, and people approving everything that goes out.
ACROSS YOUR AGENCY
Price the value, not the hours.
When AI makes the work faster, hourly pricing works against you. I help you rethink how you price, package and propose, so the time saved shows up in your margin.
Turn AI into something you sell.
Work out which AI services your clients would pay for, and whether to build them, white-label them or leave them alone.
Win work & run the agency faster.
Proposals, pitch research, onboarding and admin, sped up across the business, not just in delivery.
WHAT IT LOOKS LIKE
A pitch to the
right journalists.
BEFORE
Someone researches journalists by hand, writes each pitch from scratch and tracks responses in a spreadsheet.
AFTER
Agents research the journalist and draft from the client’s positioning, and your team sharpens every pitch and owns the relationship.
THE FIRST 90 DAYS
Month 1
Blueprint, one champion, one repeatable job (usually monitoring or reporting).
Month 2
Client context written in; research and drafting on live accounts.
Month 3
The team onboarded, confidentiality rules in place, a clear view of the time saved.
HOW I BRING YOUR TEAM WITH ME
Empower the team.
Don’t scare it.
AI rolled out as a mandate makes good people want to leave. I’ve seen it. So I do it the other way round.
Start with a champion.
Someone the team already listens to, who wants this to work.
Build something real in a day.
Hands-on hackathons on your own work, where the team sees what’s possible for themselves.
Write your standards in.
Your way of working goes into the agents, so the work comes back looking like yours.
Safe with client work.
We agree which tools touch client data, and nothing goes live without your team’s sign-off.
- years running an agency
- 20+
- businesses of my own rebuilt with agentic AI
- 8
- AI agents at work in my own business
- 30+
- of UK SMEs now use AI, up from 35% a year ago (BCC & Atos, 2026)
- 54%
84%
of links cited by ChatGPT, Claude and Gemini come from earned media.
SOURCE: MUCK RACK, 2026
PR matters more in AI search, not less.
HOW IT WORKS
Start with one change.
- STEP 1
AI Blueprint
£2,500FIXED · ABOUT 2 WEEKS · + VAT
A written plan for your agency, yours to keep.
- STEP 2
Then a plan
£1,250FROM · PER MONTH · + VAT
Advisor, Lead or Embedded.
PRICES ARE PLUS VAT.
QUESTIONS