The Dan Nestle Show
Daniel Nestle
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Reinventing Newsrooms: AI as Friend, Not Foe - with Pete Paschal
Is AI the savior or the destroyer of journalism? As media outlets grapple with dwindling trust and audiences, could artificial intelligence be the key to revitalizing the industry, or is it the final nail in its coffin? In this episode of The Trending Communicator, host Dan Nestle sits down with seasoned journalist turned AI consultant, educator, trainer, and founder of the popular Media Copilot newsletter, Pete Pachal. Together, they dissect the complex relationships between communications professionals and journalists as media becomes more fractured and AI's advance continues. Pete shares his journey from engineering to journalism, recounting his experiences at influential digital media outlets like Mashable and Coindesk. As the conversation unfolds, Dan and Pete examine the current state of media, the challenges faced by both journalists and PR professionals and how AI is reshaping the entire landscape. Pete offers invaluable insights on how newsrooms and PR teams can adapt to this new reality, emphasizing the importance of transparency, ethical frameworks, and maintaining the human touch in an increasingly automated world. He also shares his predictions for the future of media and communications, painting a picture of an industry that's both challenged and empowered by AI. Whether you're a journalist, PR professional, or simply interested in the future of media, this episode provides a balanced and nuanced look at how AI is reshaping the way we create, consume, and distribute information. Don't miss this opportunity to gain a deeper understanding of the opportunities and pitfalls that lie ahead in the brave new world of AI-assisted communications. Listen in and hear about... AI's transformative impact on media and journalism Challenges and opportunities for PR professionals in the AI era Evolving strategies for earning attention in a fragmented media landscape Ethical considerations of AI-generated content and transparency Innovative AI tools reshaping content creation and distribution The enduring value of human creativity and critical thinking in storytelling Balancing AI assistance with maintaining authentic voice and expertise Notable Quotes On the Evolution of Digital Media: "Mashable was trying to be kind of like the millennial version of CNN at some point. So really, you know, struck gold with its strategy, which very few people were doing at the time, in the late 2000s, early 2010s of going all in on social media." - Pete Pachal [07:47 → 08:09] On AI's Impact on Journalism: "AI is affecting everything with regard to media at every layer, like the distribution, the production, just the story ideas even. And that idea of doing something quick and easy and employing whether it's interns or junior level people to just fire out those posts, that's a job for a robot now." - Pete Pachal [12:52 → 13:11] On the Changing Media Landscape: "Media itself is on its own hero's journey and now they're going through these trials and tribulations and they need to pass through them to get to the other side where they will be welcomed with open arms and redeemed if they follow the cycle." - Dan Nestle [13:53 → 14:11] On the Role of AI in Journalism: "The quick, the quick application, I guess a statement I would say about applying AI to journalism is it's like super easy to abuse and harder to use." - Pete Pachal [16:42 → 17:07] On the Future of AI-Generated Content: "I don't know a single journalist now who doesn't at least use perplexity or something like it every now and then, at least. Right. And there's other ways to improve that. Chief among them is essentially using AI with your own data, whether it's your stories or in the case of say, a legal reporter, using it on all these sort of legal documents around a case, which is a relatively easy thing to set up." - Pete Pachal [17:28 → 17:54] On the Future of AI in Media: "I think there's actually a better reason to do this kind of thing. And I think that the reason other orgs may want to start doing this for basically stories they don't have people for but are still relevant to their beat or their area of expertise is to make sure their corpus of content includes those stories." - Pete Pachal [22:32 → 22:50] On the Importance of Human Touch in Writing: "Writing is thinking. And he's right. The act of writing is not separable from the storytelling phase of it. And I think every writer knows this. As you're writing a story and you're, you know, you're figuring out transitions and things, you're like, oh, right, I should say this or I should say that." - Pete Pachal [46:28 → 46:48] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Pete Pachal Pete Pachal | LinkedIn The Media Copilot Website The Media Copilot | Substack AI for PR & Media Professionals - Course Pull to Open | Pete's Dr. Who Podcast Timestamped key moments from this episode (as generated by Fireflies.ai) 🍽️ Media and AI Relationship (00:00 - 01:27) Daniel Nestle discusses the strained relationship between communications professionals and the media, comparing it to a marital struggle over dinner choices. Trust in media is at an all-time low, with audiences feeling bored by dull content and seeking news elsewhere. 🤖 AI's Role in Media Transformation (01:27 - 03:28) Daniel emphasizes that the answers to improving media can be found in the proliferation of AI. Pete Pachal, a journalist and AI thought leader, is introduced as a guest who will share insights on AI's impact on the media industry. 🛤️ Pete Pachal's Career Journey (03:28 - 06:38) Pete shares his background in engineering and journalism, highlighting his roles at Mashable and Coindesk. He discusses his fascination with AI and how he developed AI strategies at Coindesk, recognizing its potential to change media. 📉 Challenges Facing Digital Media (06:38 - 10:05) Both Daniel and Pete reflect on the rise and fall of digital media brands like Mashable and BuzzFeed, noting their initial success in social media. Old media brands have adapted, hiring talent from digital startups to regain relevance. 🔄 AI's Impact on Content Creation (10:05 - 13:49) Pete discusses how AI can automate low-value content creation, allowing journalists to focus on more meaningful storytelling. The decline of quick-hit articles is seen as a positive shift towards quality journalism. 📊 AI in Journalism Processes (13:49 - 19:07) Pete outlines how AI can assist in the journalism pipeline, particularly in brainstorming, research, and distribution. AI tools can enhance efficiency by taking over repetitive tasks, allowing journalists to concentrate on storytelling. 📝 Writing and AI Integration (19:07 - 23:28) The conversation shifts to the role of AI in writing, with Pete suggesting that AI should assist rather than replace human writers. AI-generated content must be checked for accuracy and should not replace the unique insights that human journalists provide. 🔍 Future of Journalism and AI (23:28 - 30:17) Pete predicts that AI will play a role in generating basic articles for niche topics, allowing media outlets to cover more ground. Transparency about AI-generated content is crucial for maintaining audience trust. 💡 Emerging AI Tools for PR and Media (30:17 - 34:09) Daniel and Pete discuss the need for PR teams to adapt to AI tools that can streamline pitching and research. Broader audience engagement is emphasized over traditional media hits. 📈 Recommended AI Tools (34:09 - 39:34) Pete suggests using tools like NotebookLM, Mind Studio, and LVX for enhancing content creation and analysis. These tools can automate tasks and improve efficiency in PR and journalism. 🔗 Ethics and Transparency in AI Usage (39:34 - 42:00) The importance of being transparent about AI-generated content is reiterated. Ethical considerations in using AI for content creation are essential for maintaining credibility. 🗣️ Final Thoughts on AI and Human Creativity (42:00 - 49:51) Daniel and Pete conclude that while AI can assist in content creation, the human element remains irreplaceable. Good writing and critical thinking skills will continue to be valuable in the evolving media landscape. 📅 Looking Ahead: The Future of PR and Media (49:51 - 54:12) The discussion shifts to the future of PR and media careers amid AI advancements. Career paths in PR will evolve, requiring new skills and adaptability to new technologies. 🎤 Closing Remarks and Resources (54:12 - 57:00) Daniel thanks Pete for the insightful conversation and encourages listeners to explore his work at Media Copilot and the Pull to Open podcast. Listeners are invited to connect with Pete for further insights and discussions on AI in media. Timestamps for your convenience (as generated by Flowsend.ai) 0:00 Intro 3:42 Tech Journalism Journey 7:47 Mashable's Strategy and Evolution 11:06 Evolution of Media Brands and AI's Impact 18:38 AI in Journalism: Content Creation and Distribution 20:44 AI in Newsrooms: Use and Strategy 24:44 AI and Content Strategy 28:26 Licensing Deals and AI Impact 31:56 Content Strategy and AI Recognition 36:46 Licensing and AI Content Use 41:12 Writing and AI in Journalism 45:08 AI in Journalism: News Reporting and Writing 48:47 Talented Writers and AI Integration 51:59 Future of Newsrooms 56:28 Broader Audience Engagement 1:00:23 AI Tools in PR 1:04:11 Ethics and Transparency in AI Content 1:09:19 AI's Role in Content Creation 1:13:32 AI Tools for Content Creation 1:16:25 Media Coverage Tools 1:20:24 Discussion on LVEX, MindStudio, and Notebook LM 1:25:13 Social Media Presence and Doctor Who Podcast (Notes co-created by Human Dan and a variety of AI helpers, including Fireflies.ai and Flowsend.ai)
About The Dan Nestle Show
In today's hyper-accelerated communications world, keeping up means juggling reputation, brand building, crisis management, storytelling, and more while adapting to new technologies like generative AI. The Trending Communicator, hosted by Dan Nestle, is your guide through this chaotic landscape. This podcast dives into the challenges of PR, communications, and marketing today, with experts sharing real stories and strategies for overcoming those challenges and more. It's the perfect resource for professionals looking to innovate, take risks, and stay ahead. Join us to make sense of today’s communications chaos, one insightful conversation at a time. Access more episodes, subscribe, and learn more.