How deep research can help you do PR better

AI deep research will save you time and improve PR strategy development.

By Ayelet Noff
April 14, 2025

By Ayelet Noff, CEO and founder of SlicedBrand and CEO and co-founder of Dazzle.

PR today requires more than intuition, it demands data-driven decision-making. With new platforms emerging constantly, traditional PR alone is no longer enough. PR professionals must implement AI-powered deep research to make their work more efficient, strategic, and precise.

Deep research refers to specialized AI tools that are designed to pull more in-depth insights with multi-step analysis using publicly available data. Deep research can place statistics, trends and information we need right at our fingertips. It can simplify PR strategy development and provide enhanced sentiment analysis to help PR pros craft more compelling messages that lead to impactful campaigns.

PR strategy development simplified

To leverage these tools effectively, it’s always important to start by defining the research goals. Ask yourself:

What are the measurable goals for this specific PR strategy?
Who is the specific target audience?
What is the problem you aim to solve?
What unique angles would be appealing in the next three months and have a timely hook?
What relevant media verticals are relevant for the client?

Instead of beginning with a vague question, try a more structured and focused description with a deep focus AI tool to get the ball rolling:

“My client offers AI-powered decision workflow software designed for use in highly regulated industries like banking and finance. I’m developing a PR strategy for an upcoming launch. Can you help me identify relevant media verticals, timely story angles and trends in the conversation around AI governance and automation?”

What many people don’t realize is that these tools will often ask follow-up questions before delivering the results, which leads to even better results. Follow-up questions from the AI for this example were: What is the approximate launch date or timeline?
Are there specific geographic markets you’re targeting (e.g., USA, UK, EU)?
What’s the main goal of the PR campaign (e.g., media coverage, thought leadership, lead generation)?
Does your client have existing credibility or prior media coverage we can build on?
Any particular regulations or technologies the product aligns with (e.g., Basel III, explainable AI, GDPR, etc.)?

Answering these questions and drilling down even further to get hard data from these tools will help you as you’re building your strategy.

Deep research uncovers insights beyond the obvious

Another way of using deep research is to truly understand how competitors are positioning themselves, what messages they’re pushing and what is the media’s overall sentiment about them. The better you understand their strategy, the smarter you can be when developing your own. Knowing exactly what you’re up against is key to success.

Start with a simple but specific prompt for the best results. For example:

“Who are [your client name]’s competitors, big and small?”

If your client has a common name or it’s a startup that is only starting to build its visibility, you may need to dig deeper. Try questions like:

“What other companies offer similar solutions, such as AI-powered dating support, real-time coaching, conversation generators, or dating profile optimization for our main target audience of users navigating modern dating? What gaps currently exist in the dating apps space?”

The AI tool will begin compiling a list. Give it a moment; the depth of data can take time to surface. Once you have that list, time to dig even deeper. Continue with, “What is the general media sentiment regarding these competitors? Are some more liked than my client and if so, why?” Use this information wisely to build your media strategy even further.

Keeping up with competitors is only part of discovering insights that will help strengthen your PR strategy. You can use the data from deep research to predict shifts in public perception. For example, a client is preparing to launch a new AI chatbot to help do your taxes, but deep research reveals that media coverage is currently critical of AI being used to do taxes with concerns of accuracy and privacy.

To uncover these insights, try prompting your AI tool with something like:

“What is the current media focus around AI tools for tax preparation?” or “What are people’s concerns in the news or social media when it comes to using AI for taxes in 2025?”

With this insight, instead of pushing the launch forward, the PR team can reframe the narrative to position the chatbot as a productivity tool that helps users feel more in control of their finances while leaving room for expert review. This truly helps you understand where your client’ offering fits into the grander scheme of things.

Enhanced media and public sentiment analysis

Traditional sentiment analysis typically lacks depth, but deep research can refine it by analyzing emotions and context to uncover the bigger picture. By analyzing sentiment shifts over time, PR teams can shape more compelling messaging and align with current media and target audiences’ sentiment.

Real-time and historical sentiment data help PR teams craft more impactful pitches, ensuring they reach the right journalists with the right angle at the right time.

For instance, prompt your AI tool with: “I’m developing a PR strategy for a next-gen crypto marketplace that combines AI-driven tools with a user-friendly, crosschain trading experience. Can you analyze recent media coverage and sentiment around the role of AI in crypto adoption, especially as it relates to accessibility, consumer trust, and market usability? What themes are gaining traction, and how has the tone shifted over the past year?”

Use the results to look for recurring themes, changes in tone and how the conversation is evolving. This proactive approach allows you to build positive momentum, adjust strategies before issues escalate and ensure messaging remains relevant. With high-level insight, you can avoid PR missteps and increase the likelihood of positive media coverage.