How to Spin Up Press Releases with A.I.

Jimmy Daly
November 17, 2022

Writer is now an official Superpath partner! Its A.I. writing platform offers a suite of features to power smarter, faster work. Superpath members can get 20% off enterprise plans—just let them know you came from Superpath. By the way, the following post was written with Writer. 🙂

Press releases are one of the most commonly used tools by businesses to generate media coverage and announcements. They are also one of the easiest pieces of content for A.I. to generate.

With Writer's A.I. platform, you can create press releases for announcements such as new products, acquisitions, key hires, and fundraising. The platform makes it easy to generate press releases by templating the content. This means that all you need to do is input the relevant information and the A.I. will take care of the rest.

The benefit of using Writer's A.I. platform to create press releases is that it saves you time and effort. You don't need to worry about crafting the perfect release or finding the right words to use. The A.I. will do all of that for you.

If you're looking for a quick and easy way to generate press releases, then Writer's A.I. platform is the perfect solution. Here's Writer CEO May Habib showing how it's done.

May Habib: Hi everyone. I'm May from Writer, an AI writing platform for teams and we're doing a bunch of tutorial videos for the Super Path community. Excited to dive. Well, I'm excited to chat with you, Jimmy, about press releases. So this is another type of template that we see a lot, especially for comms teams of one or comms teams of none. It can absolutely take sometimes a week to get something back from your agency when you just need a draft to get in front of people to start getting comments and start sharing something. And we saw this with our customers over at Adore Me, super innovative folks. They just literally hated writing press releases and they were doing them a few times a quarter, so not a few times a week, but instead of taking a day to feel really good about a draft, they were literally getting something out in minutes that people can then start responding to. So it definitely made a big difference.

So I thought it would be fun for us to do a press release on them getting B Corp Certification, which is super fun. And they actually just got B Corp Certification a month ago. So a lot of people ask us, "How up to date is the underlying data?" And we should definitely do a video just on data. We haven't trained on your company strategy or what is going to happen. So we actually have no training data that tells us that Adore Me is B Corp Certified. And so it'll be exciting to see what they talk about. So what comes out of Writer.

Jimmy Daly: Super cool.

May Habib: So type of press release them getting B Corp Certification, I would call that closer to a product announcement than any of the other options there. And who should be mentioned? Let's mention, Ranjan Roy who is VP of strategy. He's the right hand of the CEO there doing strategy. And then let's put in the CEO also. I actually don't know their name, so I'm just going to literally write CEO. So let's see what happens. What Adore Me achieves in B Corp status. And then fax notes, sustainability. So our big thing is about sustainability. Sustainability in eCommerce is important. And this is my stat that I definitely want to make sure it goes in there. Let's say, "54% of Gen Z say they no longer support non-sustainable brands." Yeah, non-sustainable brands. About my company's description. I'm just going to use the Adore Me about us from their website.

Jimmy Daly: So in that field you could leave one sentence or three paragraphs.

May Habib: Yeah, absolutely. So this is just what you're going to have be showing up in any press release. Can't find it right now. I'll just say, "Adore Me is the world's leading sustainable eCommerce brand, X-X-X-X-X." And you'll see how that's actually just a straight X-X-X. All right. Let's see. So I spent a minute on what I really want to be in the press release and then really let Writer go with the rest.

Jimmy Daly: That's so cool. As it pulls those quotes, is it pulling those quotes from a source that it found? Or is it saying this is something that Ranjan Roy might say, now we can go verify that he feels comfortable with that quote?

May Habib: Yeah, absolutely. And what the team told us is they actually have, on multiple occasions, gotten Writer quotes approved without their CEO changing anything.

Jimmy Daly: That's so interesting. That's so cool. It's so much easier to do it that way.

May Habib: Yeah, and you'll notice actually, because my context or my about, was just so flimsy, Writer actually wrote one.

Jimmy Daly: Yeah, it knows. It knows the brand. It understands the products that it sells.

May Habib: Yeah.

Jimmy Daly: Wow.

May Habib: Exactly. So something that would've taken a day almost of just somebody thinking about it, writing it, having writer's block for a while, coming back to it, literally as fast as I can spin up a G doc, if I've got the right inputs, right? I have a first draft that I can now work from. So just hugely accelerating. We talk a lot about 10x productivity of individuals and then 10x impact of a team. And so when you can reduce the time to a first draft, it really just accelerates so much of our marketing work flows.

Jimmy Daly: Yeah. This is fascinating. Quick question about there's a paragraph that says, "To achieve B Corp status, a company must score 80 out of 200 points. Adore Me scored 96.5." So it went and found that from... Is that their actual score? It found it from some source?

May Habib: Yeah, great question. So we have a feature coming out called claims detection that will actually highlight this to make sure that nobody forgets to fact check it.

Jimmy Daly: Great. That's a great call.

May Habib: Yeah. That comes out in two weeks. Any fact that is not in the inputs that comes out in the output, we want to highlight to make sure that people are checking. Now we will automatically check to make sure it's right. So there are beautiful fact checking tools from Google that are open source. So we have built that into Writer. But the goal really is that it's really the person, the human, making sure that everything that they need is in here.

Now you'll see that actually the quote I put in the context, it really confused Writer. It actually put it at the top because it had no idea where to put it. And so that tells me that actually in press releases like this about B Corp status, people aren't really spending time talking about their point of view on the market and the reasons why they pursued it. This is very much a sustainability thing versus a B Corp. And so I can see why, because I've got a lot of experience now with Writer, why it confused Writer. And so I would remove that of course and put that somewhere else that felt more in line with the narrative.

Jimmy Daly: Right. But I guess the easy thing is you notice it, you fix it or you add at a different type of input, generate again. I find that iterative process to be pretty fascinating because oftentimes the job of the writer is synthesizing the thoughts and putting them in the right order. You know what I mean? And that actually can be quite time consuming. So when you can go through it this way, you can get so far down the road before then the person has to come in and make the final refinements and polish it up.

May Habib: That's true. And it's not true for all content forms, like a blog post with SEO strategy in mind. We're actually following a different thought process and workflow in terms of how to structure it. And so the beauty of Writer is that it really is built for the content marketing team and professional. And what we ask for and how the inputs and outputs are structured, very much it comes out of what we know and what we have learned together with our customers about those content workflows. That's a big differentiator versus other products where every content type actually you're expected to follow the same input output type of workflow. And it's subtle, it's the difference between your team actually being able to get true value from AI and it just being a nice tool that individuals sometimes get benefit from. But we're really trying to build a 10x improvement for the impact of the team as a whole.

Jimmy Daly: Yeah, super interesting. But again, does that also mean that as more teams use Writer to create press releases, Writer gets better at writing press releases because it gets practice doing it?

May Habib: Yep, absolutely. And so of course with the permission of the customer, this is not stuff that feeds into our underlying models and we actually don't keep the finished press releases.

Jimmy Daly: Got it.

May Habib: So we've got very robust B2B enterprise features. And so the customers have to give us the content that they have produced with Writer, and then we go through the same tuning process that we do at the outset to further fine tune it. So the more people that are using it, the faster that data adds up. But we don't take anyone's data to train our foundational models and as a result, it does not benefit any other customers.

Jimmy Daly: Got it. Okay, that makes sense.

May Habib: Security first. Yep.

Jimmy Daly: Got it. Makes sense. Cool. Super interesting. Really cool. This is a really cool example, and actually the next one we're going to talk about, I am particularly interested in as someone who has worked in both content marketing and sales. And so we're going to talk about how to summarize things like blog posts and case studies to make them more useful to a sales team, which I find to be fascinating because the sales marketing connection is often not as strong as we would like it to be. So we'll dive into that one and we'll get to see it in depth and we'll see you there.

May Habib: Cool.

Jimmy Daly: Okay, cool. There you go. Thank you so much May and your team over at Writer for being such a great partner to us at Super Path. You're building an awesome product. We really appreciate you spending time to help us get up and running with it. And frankly, your support is what helps us keep this community free. So we really are grateful for that. For those watching, if you do want to learn more and give Writer a try, go to writer.com. There's a couple of different plans you can choose from. There's also a free tier if you just want to kick the tires. So writer.com. Thanks so much for watching and thanks so much to the team at Writer for your support.


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