{"id":4096,"date":"2025-07-23T14:08:25","date_gmt":"2025-07-23T04:08:25","guid":{"rendered":"https:\/\/pitchpr.com.au\/?p=4096"},"modified":"2025-07-23T14:50:20","modified_gmt":"2025-07-23T04:50:20","slug":"ai-cant-write-your-news-because-it-hasnt-happened-yet","status":"publish","type":"post","link":"https:\/\/pitchpr.com.au\/blog\/2025\/07\/23\/ai-cant-write-your-news-because-it-hasnt-happened-yet\/","title":{"rendered":"AI can\u2019t write your news \u2013 because it hasn\u2019t happened yet"},"content":{"rendered":"<p><span data-contrast=\"auto\">There\u2019s no denying that AI tools like ChatGPT, Copilot, Jasper and Gemini are shaking up how businesses think about content creation.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It\u2019s hard not to be impressed. It\u2019s tempting. And in some cases, it\u2019s useful.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But there is a fundamental shortcoming to the technology that simply can\u2019t be overcome, regardless of how hard you might try to save a few hours or a few dollars by not using a professional storyteller.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">AI can\u2019t write about something that\u2019s just happened or break a story. Why? Because news, by definition, is new and AI only knows about history.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">AI is powered by what\u2019s already happened. It\u2019s based on existing data only so it can\u2019t generate \u201cnew facts\u201d, although somewhat frighteningly, it can happily make them up.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">At Pitch, we have always taken a journalist\u2019s approach to PR. This means interviewing our clients, doing our research, digging deeper and chasing the news angle that is going to produce a headline, a great website story, a video topic or an engaging social post.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Some of the best stories we\u2019ve uncovered for clients have come from seemingly random conversations or obscure questions that only a journalist thinks to ask.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, there was the property developer building little tunnels, complete with skylights, so an endangered frog species could safely cross a new road. Or the infrastructure client that lowered a dinghy into the top of a water tower so its team could fix the tower walls without draining the water.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">ChatGPT can\u2019t do that. It doesn\u2019t ask questions, make phone calls or send emails. It doesn\u2019t have the news judgement that comes from decades of real media industry experience. It doesn\u2019t understand the news cycle.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Anyone paying attention will see a growing sameness creeping into digital content. In the crowded content space, do your potential customers want to know what your business is doing differently, smarter, faster? Or do they just want you to sound like everyone else?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Does the media want to know something new, relevant, colourful, inspiring? Or are journalists looking for a robotic rehash that might not even be true?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">That\u2019s why, at Pitch, we will continue to do PR and storytelling the old-fashioned way. We will ask questions. We will make phone calls. We will think outside the machine. <\/span><span data-contrast=\"auto\">And occasionally, we will delete half <\/span><span data-contrast=\"auto\">of <\/span><span data-contrast=\"auto\">a perfectly good paragraph because it makes the story better.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Want to speak to a human that understands your PR and storytelling needs? Reach out <a href=\"https:\/\/pitchpr.com.au\/contact-us\/\">here<\/a>.<\/strong><\/p>\n<p><em><span class=\"NormalTextRun SCXW156097844 BCX8\">Note: this article was <\/span><span class=\"NormalTextRun SCXW156097844 BCX8\">written<\/span><span class=\"NormalTextRun SCXW156097844 BCX8\"> and spellchecked by a human.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no denying that AI tools like ChatGPT, Copilot, Jasper and Gemini are shaking up how businesses think about content creation.\u00a0\u00a0 It\u2019s hard not to be impressed. It\u2019s tempting. And in some cases, it\u2019s useful.\u00a0 <a href=\"https:\/\/pitchpr.com.au\/blog\/2025\/07\/23\/ai-cant-write-your-news-because-it-hasnt-happened-yet\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  AI can\u2019t write your news \u2013 because it hasn\u2019t happened yet<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":4109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI can\u2019t write your news \u2013 because it hasn\u2019t happened yet - Pitch Public Relations<\/title>\n<meta name=\"description\" content=\"AI can\u2019t write about something that\u2019s just happened or break a story. 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