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PR for AI7 min read
PR for AI companies: earning trust when everyone claims to be AI-first
How AI startups win credible coverage in the UK, US and Poland — positioning, proof and the claims that get you ignored.
Every company in your category now says it is AI-powered. That means the word itself carries no signal, and journalists have become fast at spotting a wrapper with a pitch deck.
What AI founders get wrong
- 01Leading with the model instead of the outcome a customer can measure
- 02Vague accuracy claims with no methodology anyone can check
- 03No position on the questions reporters actually care about — data, jobs, safety, regulation
- 04Treating US, UK and Polish tech media as one audience with one pitch
The positioning that earns coverage
- 01A specific, defensible claim: whose work changes, by how much, verified how
- 02Named technical spokespeople who can be interviewed without a script
- 03Original data from your product usage — aggregated, anonymised, genuinely new
- 04A clear stance on regulation, including the EU AI Act if you sell into Poland or wider Europe
"Journalists do not need another AI company. They need a number nobody else has."
Market by market
US tech media rewards scale and funding narratives. UK trade press rewards customer proof and a sceptical, specific angle. Polish media rewards local relevance — a Polish client, a Polish dataset, or a spokesperson who can do the interview in Polish. The same launch needs three briefs.