Using AI to improve results and increase efficiency for PR professionals

May 1, 2024

Written by Paul Quigley

Since our founding, NewsWhip has been dedicated to being the most quantified and real-time technology for media and social media monitoring. We want to make it possible for our users to understand the stories shaping the world – as they are happening. 

Unsurprisingly – in recent years, AI has played an increasing role in our products, and how they are used. Each time we’ve brought AI into our product suite it’s been with two simple goals. It must:

(i) Improve results – through providing benefits like better information and decision-making, or
(ii) increase efficiency through optimized resource allocation and automated insights.

With those goals in mind, here are three core ways we put AI to work for our users.

1. AI-powered prediction: Take the right action with our 24-hour predictive insights

NewsWhip uses AI to forecast engagement on any news story, extending our predictions into the future by 24 hours. Within a tight band, the predictions are over 80% accurate.

NewsWhip has the fastest news and social media content discovery engines in the world, so our prediction process starts the moment a story appears online. 

The platform then gathers real-time engagement data on each story, calculating the change rate of that engagement. 

The result? Based on these calculations, our AI model can predict how a story will perform across the coming hours. Critically, the prediction becomes more precise every few minutes as our model updates as it receives new data.

Predictive Alerts in Action:
Trained on engagement with billions of stories, NewsWhip’s predictive data and alerts are among the most trusted across the comms and media industry, used from Google to The New York Times. Furthermore:

“The predictive analytics for engagement is also very useful for us to keep track of emerging stories, and to easily put into context stories about our brand compared to trending stories in general.” – Verified G2 Review

2. AI Digests: Saving time, money, and resources on media analysis

Today’s information flow is relentless. So, it’s more vital than ever to stay ahead of brand coverage, industry issues, competitors, and other online developments.

That’s why NewsWhip’s AI Digests are proving to be a critical assistant to our brand users. 

Here’s how it works:

  1. Choose the topic, sources, and keywords to monitor – as many as you wish. 
  2. Then, set up a digest to be delivered to any stakeholder, with whatever frequency works best (hourly – daily – weekly).  
  3. NewsWhip identifies the most engaging stories on that topic. It gathers data around it and uses Large Language Models to analyze, extract key themes, and cluster them by topic. 
  4. It then delivers a personal media digest at the frequency specified. 

The result? A potential annual saving of hundreds of thousands of dollars.

“The main value that we get from NewsWhip is around the quality of the alerting and prediction algorithms that we don’t get from other tools” – Kyle Mason, Head of External Monitoring, Shell

3. Rich AI insights: Understand any live issue, fast

Communications and media professionals are often asked to quickly comprehend complex emerging issues. Then, they’re expected to relay findings to key stakeholders. Simply put, they need reliable and easily digestible nuggets of information. 

NewsWhip has developed a variety of specialist AI tools to assist here.

Firstly, our Top People and Brands visualization. This highlights the key subjects within a story – be it organizations or individuals. These are selected using a combination of media and public interest, giving users key insights into what is driving interest.

Secondly, NewsWhip’s Interest Quadrant. It teases out which of these individuals/brands are getting the most attention from the media and the public. 

Providing a live map indicating where media and public interest are higher enables you to spot the areas of interest – and of white space.

Thirdly, NewsWhip’s Highlights. In addition to entity-powered insights, we automatically compare media and public interest in a story within a previous period. This helps identify which stories/narratives contribute most to public/media engagement.

The result? Our data helps users quickly understand the key drivers of any issue, as indicated by the Highlights on the right of the below chart.

 “NewsWhip’s Interest Quadrant is a GPS for how to navigate complex public issues and a map for brands to compare themselves against their peers – and their aspirational peers.” – Zach Silber of Subject Matter

Leaning into AI Capabilities

For NewsWhip users who want to explore more AI capabilities in their day-to-day operations, we recommend:

  1. Crisis & live issue monitoring: Set up predictive alerts on key moments of interest. These will save you time and effort while keeping you ahead of any issue or impending crisis.
  2. General monitoring: Set up AI Digests on recurring topics – for you and your stakeholders. This can save hundreds of analyst hours per month, with infinite analysis capability. 
  3. Research aids: When you’re researching any topic or issue, leverage Top People and Brands to identify key people/brands. The Interest Quadrant will separate those getting attention, while Highlights will help bring you up to speed on the narrative.

If you’d like to learn more about NewsWhip’s AI capabilities, then chat with us today

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Paul Quigley

Paul Quigley is CEO of NewsWhip, a technology that empowers the world’s leading publishers and brands to predict and understand the stories that will engage their audiences. Paul founded NewsWhip in 2011 to “find the most interesting stories in the world”. Each day its platform is used by thousands of journalists, marketers, and communicators in 30 countries to spot opportunities and deepen their understanding of what stories will engage audiences, and why. Email via

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