Journalists, entrepreneurs, and even some public relations professionals will tell you that the PR process is broken, often citing inefficiencies that hinder effective communication. However, is artificial intelligence actually poised to make a tangible difference in this sector?
The founders of Honeyjar, CEO Michelle Masek and CCO Nadia Jamshidi, bring decades of practical PR expertise to this challenge. Both have extensive resumes featuring in-house communications and agency work, with Masek recently serving as Senior Vice President of Marketing and Communications for Obvious Ventures.
Reflecting on her time helping 110 portfolio companies navigate the complexities of “why and when” in comms and marketing, Masek questioned whether senior-level expertise could be scaled into an AI solution that helps users handle communications proactively and skillfully.
Honeyjar serves as that solution, automating crucial processes such as writing announcements, identifying target journalists for pitches, and finding promising speaking opportunities.
Jamshidi elaborated that while finding reporters and tracking coverage are important features, they represent only one component of the broader vision. The startup aims to integrate the entire communications workflow, combining signals, context, strategy, judgment, timing, and execution.
Masek noted that the need for strategic communication extends far beyond traditional titles, involving millions of marketers, investors, and creators who often lack dedicated support.
Honeyjar is not intended to displace PR professionals but to enhance their effectiveness. The tool allows practitioners to handle additional clients without significant scaling costs.
The startup attracted significant attention, garnering 10,000 signups on its waitlist within 24 hours. Beta testers include Nextdoor, Coco Robotics, Bloomberg Beta, and agencies Mission North and Full Picture.
While promising for companies seeking attention, this development raises concerns for journalists facing an already overflowing inbox of content.
Masek acknowledged the risk of AI-generated content but emphasized that the system does not remove the human from the loop, as clients must still approve and publish the content.
The founders believe that “judgment” is crucial and are using the Comms Lab to train the AI on the wisdom of experienced PR professionals.
Jamshidi defined judgment as understanding a company's goals and adapting to situations to determine the right message, audience, and timing.
Masek suggested that in the future, the influx of pitches will be more credible, as Honeyjar may advise founders when they are not yet ready for coverage.
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