The Brief
Chatronix, an AI technology company, approached Presslei to generate media coverage around a timely topic: political bias in AI chatbots. The goal was to earn editorial placements and backlinks in tech and news publications.
The Approach
- Research-led PR: We designed and executed an original study on AI political bias — a topic with built-in news value given the global conversation around AI safety and regulation.
- Data-first storytelling: Rather than a generic press release, we built the campaign around original data and findings that journalists could cite as a source.
- Targeted outreach: We identified journalists covering AI, technology, and politics — then personalized each pitch to their specific beat and recent coverage.
What We Learned
This was Presslei’s first client engagement and an important learning experience. While the campaign didn’t produce the volume of placements we targeted, it taught us critical lessons about:
- Timing: Reactive PR depends on hitting the right news cycle. Our research was strong, but competing with breaking AI news required faster turnaround.
- Angle refinement: The most successful pitches focused on a single, specific finding rather than the full study.
- Process improvement: We refined our outreach workflow, follow-up cadence, and journalist targeting based on this campaign.
Key Takeaway
Not every campaign is a home run — but every campaign makes the next one better. The Chatronix engagement shaped our process, sharpened our pitch strategy, and reinforced our commitment to transparency with clients about what’s working and what isn’t.
“We share our results honestly — the wins and the lessons. That’s how trust is built.”
