Dazzle AI empowers PR teams to manage media outreach in minutes, not days

ZURICH. November 2024 — Dazzle, the first AI-powered, chat-based PR software, is officially launching to transform and accelerate PR workflows forever. With cutting-edge AI technology at its core, Dazzle enables PR teams to effortlessly identify the best journalists, podcasters, and media outlets for their stories. At the same time, it provides PR pros with all the intel needed to craft personalized pitches and build meaningful media relationships. In a nutshell, Dazzle enables PR workflows that are better, faster, and more efficient than ever before.

Today’s PR pros face overwhelming challenges: juggling multiple distribution channels to reach a brand’s target audience, keeping up with a constant stream of news, and staying ahead of ever-changing trends. With countless channels to monitor and endless research to do on each media target, creating media lists takes the most experienced PR pro hours or even days for a single story. At the same time, the odds are stacked against PR pros as current PR solutions, which are meant to streamline the process, have outdated databases, inaccurate media profiles, and unreliable results. It also doesn’t help that according to the latest data, there are about six PR pros for every journalist today. 

Dazzle is different. It leans on a variety of LLM models and search engines to fetch relevant information, giving PR pros the most timely and accurate results on the Web without being dependent on static media databases that quickly become outdated. Dazzle is as up-to-date as the Internet itself. 

Features available at launch include:

• Meet Dazz, your AI-powered chat assistant: Tell Dazz the story you’re working on or ask anything you need to know in your own words and leave it to do the research. 

• Timely and accurate results: Let Dazz find the best media targets by scanning the web in real time and fact-checking with its network of verified data partners to give you the most timely and accurate results. 

• Rich journalist profiles: Understand what makes each media target tick by accessing rich profiles with AI-generated bios, beats, article summaries, social media handles, contact details, and regions of coverage.

• Smart media lists: Say goodbye to Google Sheets and Excel files. There’s no need to copy-paste journalist information anymore. Found a journalist you like? Save all the information straight into your media list with one click.

• Instant recommendations: Expand any existing media lists as Dazz learns your preferences, automatically suggesting new media targets to perfectly complement your existing ones.

• Collaborative lists: Collaborate on media lists with your team, exchange comments, assign pitches, update the outreach status, or share them with clients and managers to report your progress.

Generic chatbots like ChatGPT can also only take you so far. Dazz is specifically engineered to address the unique challenges faced by PR pros. It turns complex requests into precise actions, comes up with intelligent search strategies, and delivers actionable insights — in ways that ChatGPT can’t. Here’s why Dazz outperforms general chatbots for PR tasks:

• Intelligent interpretation of complex requests: Dazz doesn’t just understand words; it grasps the nuances of your PR needs. By utilizing sophisticated templates, it converts requests into specific, actionable tasks tailored for the PR industry. Dazz ensures that the search is targeted and relevant, saving time and increasing the quality of results.

• Strategic query crafting and optimal search engine use: Dazz excels at constructing precise search queries and choosing the most effective search engines to yield the best results.

• Deep analysis with specialized AI tasks: Upon retrieving search results, Dazz performs in-depth analyses using specialized prompts to filter and extract the most relevant, high-quality information.

• Customized output with direct citations: Dazz delivers polished, ready-to-use outputs complete with direct links to original sources, enabling immediate action. This level of detail and customization ensures you have all the intel you need at your fingertips, allowing you to focus on strategy rather than manual research.

Dazzle focuses on the media list-building and research phase of the PR workflow because its philosophy is that PR pros should not just “spray and pray.” The media complains constantly on X and elsewhere about getting pitched irrelevant stories due to the fact that, more times than we’d like to admit, PR folks do not do the proper background research. This is because of the enormous amount of time it often takes to do such research. Why not have AI do it? Dazzle handles all the background research to ensure PR teams pitch only relevant media targets and journalists aren’t getting bombarded with irrelevant pitches. It’s a win-win for both the media and the brands.

The idea for Dazzle came from Ayelet Noff, CEO and Co-Founder of Dazzle, a PR veteran for two decades, who points out that “Between finding relevant media to pitch, pitching, and landing quality coverage, there simply wasn't a good enough tool out there to remove all the infinitely growing grunt work from our PR workflows. I asked myself, in an age where AI is disrupting so many industries, why should PR be any different? Why not have the AI handle the matching process between the right media and the right stories so that PR pros can focus on what has always mattered most in PR: Cultivating relationships with the media and getting great coverage.”

Dazzle is also transforming the standard pricing model, offering its software for a fraction of the cost compared to other solutions. Today’s solutions charge exorbitant subscription fees that lock PR pros into long-term contracts, forcing smaller teams and independent PR pros to share accounts to stay competitive. Dazzle offers a freemium version and memberships with two user seats starting at $175 a month if billed annually.