Journalists and founders alike often bemoan the state of PR, seeing it as a broken system. Enter Honeyjar, an AI tool that could democratise access to PR expertise for every company.

Honeyjar’s founders, Michelle Masek and Nadia Jamshidi, bring decades of PR experience to the table. Their tool automates tasks like writing announcements and finding journalists, aiming to make PR more efficient.

However, Honeyjar’s vision goes beyond mere automation. It seeks to integrate the entire communications workflow, from strategic judgment to execution. The founders hope to train the tool on the wisdom of seasoned PR pros, ensuring that the output is not just automated but also informed.

The tool has already attracted a diverse range of beta testers, including Nextdoor and tech startups. But the question remains: will it genuinely revolutionise PR, or will it overwhelm journalists with even more pitches?

In an age where AI is increasingly present, Honeyjar’s approach to not removing the human from the loop shows a balanced and thoughtful approach. It’s an interesting step in the evolving relationship between humans and technology.