Honeyjar Unleashes AI-Powered Solutions to Elevate PR and Communication for All Businesses
Many professionals in journalism, entrepreneurship, and public relations claim that traditional PR practices are failing. Could artificial intelligence (AI) offer a solution?
Honeyjar, set to showcase its innovations at this month’s TechCrunch Disrupt as part of the Startup Battlefield 200, aims to democratize access to top-notch PR expertise using AI, catering to founders who may be uncertain about where to begin.
The founding duo, CEO Michelle Masek and Chief Communications Officer Nadia Jamshidi, bring a wealth of experience from their extensive careers in PR, both in-house and at agencies. Masek previously held the position of senior vice president of marketing and communications at Obvious Ventures, the firm created by Ev Williams.
Reflecting on the complexities of guiding 110 portfolio companies with their communications and marketing strategies, Masek remembered how founders often sought guidance on getting featured in TechCrunch. It led her to ponder, “Can we leverage senior-level insights into AI in a way that enables users to handle communications with the same skill we do?”
Honeyjar is her solution. The platform automates various tasks, such as crafting announcements, identifying relevant journalists, and discovering potential speaking engagements. However, Jamshidi clarified that Honeyjar’s ambitions stretch beyond just securing media attention and exploring specific AI applications.
“Honeyjar can locate reporters, compile media lists, monitor news and social media, track coverage, and identify opportunities,” she explained. “While these features are valuable, they represent only a fraction of our vision. Our larger goal is to unify the entire communications workflow: signals, context, strategy, judgment, timing, and execution.”
The platform is designed for more than just founders. Masek pointed out that numerous individuals—who may not hold formal comms roles—are also responsible for communication tasks. These include marketers, investors, writers, educators, and sports administrators.
“Strategic communication needs span across various sectors,” she noted. “Although responsibilities are often circulated, solutions frequently remain elusive.”
Importantly, Honeyjar does not aim to substitute PR professionals. Masek emphasized that the tool was designed with practitioners like herself in mind. By utilizing Honeyjar, both PR agencies and internal comms teams can enhance their effectiveness, allowing individual practitioners to manage additional clients without incurring scaling costs.
After launching its waitlist, Honeyjar attracted 10,000 sign-ups within the first day. Current beta testers include Nextdoor, the tech company Coco Robotics, Bloomberg Beta, and agencies Mission North and Full Picture.
While this development is optimistic for businesses seeking greater visibility, it raises concerns for journalists, as they are often inundated with pitches, many generated by AI systems.
Addressing worries about an influx of low-quality pitches, Masek affirmed that Honeyjar allows users to draft emails or social media messages but requires them to press send or publish. “We don’t envision a scenario where humans are entirely removed from the process,” she stated.
Masek highlighted that judgment plays a crucial role. She and Jamshidi have endeavored to integrate their insights into Honeyjar. Additionally, through the Comms Lab initiative, they are collaborating with other PR experts to enhance the tool’s decision-making capabilities.
“Judgment entails knowing what actions to take, what to avoid, when to react, and how to adjust to dynamic situations,” Jamshidi added. “This understanding stems from grasping an organization’s objectives, the environment both internally and externally, and figuring out what to convey, to whom, and when.”
In some situations, Masek noted that Honeyjar might advise a founder to wait until they are better prepared for media exposure.
“We often hear from journalists who desire more effective pitches and direct communication from credible sources,” she explained. “We envision a future where quality pitches from reliable sources fill your inbox, leading to more meaningful engagements.”
