#asks-offers-advice

Hey all – quick PR tip from your resident publicist.

I wanted to share a quick peek at a media chatbots I've been using that’s been super helpful in sharpening how to position brands against top competitors, especially for PR and content strategy. I tested it with a Wirecutter reviewer we want to improve our brand's ranking with.

Here’s the gist:
I feed the "journalist" bot it's past coverage of my brands and our competitors to train it to review and think like a specific journalist. This works really well for a journalist who has covered a brand in the past, and competitors, and has a lot of coverage on the category. Then, I pitch it using new product/brand messaging. It outputs a framework that mirrors how this exact journalist would evaluate and write about our brand. It then breaks down where your product needs to win to take that top spot, across performance, price, design, etc.

💡 Why this matters:
If you're marketing products in crowded categories. This gives you a super focused lens to:
• Identify exactly what claims or features your product needs to emphasize
• Spot weaknesses you can proactively address (or spin!)
• Guide product teams on where to invest if you actually want to beat the category leader
🛠️ How to Create a Chatbot for Media
Step 1: Set Up a Content-Generating Interface
Start by identifying your use case. For example, you can create a chatbot that:
• Responds like a specific journalist or outlet
• Automatically generates competitive teardown content
• Rewrites PR messaging for different media verticals
Step 2: Create a Custom GPT in ChatGPT
1. Open ChatGPT
2. Click your profile icon (bottom left)
3. Select Explore GPTs
4. Click Create a GPT
Then follow these steps:
• Name it something specific (e.g., Wirecutter Journalist Bot)
• Describe it with a clear purpose (e.g., “Responds like a home tech reviewer who evaluates products on performance, cost, and usability”)
• Add Conversation Starters like:

“How would this air purifier compare to Coway’s?”
“What would Wirecutter need to see to recommend this product?”
Under Settings:
• Deselect capabilities like:
• ✅ Web Browsing
• ✅ DALL-E
• ✅ Code Interpreter
• ✅ Canvas
• Expand Additional Settings and deselect:
• ➖ Use conversation data to improve our models
• Under Visibility, select:
• 🔒 Only Me (you can always update this later)
• ⚠️ Don’t save to store
Once you’re done, save and test it by pitching the bot your news, and see how they might potentially cover the launch. Obviously, relationships and having a personal understanding of what the journalist cares about is critical to actually landing the coverage, but this is a great way to help guide messaging and dev. Let me know if you try it and what you think!