I Built an AI System to Help Get Published in the Media

Published in the media. Recommended by AI.

On Friday I got quoted in the Sydney Morning Herald and the Daily Telegraph.

Two national news outlets on the same day.

How to get your business recommended by AI search

One of my goals this year was to be recognised as one of Australia's top AI business strategists.

When a business owner asks Google, ChatGPT or Claude who can help them build AI systems into their business, I want my name to be the one that comes back.

AI does a scan online looking for the best suitable answer to your question. AI search looks for evidence and proof.

How AI decides who to recommend

Google uses a framework called E-E-A-T to judge whether information is credible enough to recommend.

It's the set of signals Google's algorithms look for.

Experience. Have you actually done the work, first-hand?

Expertise. Do you have the credentials and knowledge to speak on it?

Authoritativeness. Do credible people and publications in your industry recognise you?

Trustworthiness. Can what you claim be checked? Google treats this as the most important of the four.

ChatGPT, Claude and Perplexity weigh up something similar when someone asks them to recommend a person who does what you do. They're reading what the internet says about you, not what you say about yourself.

After auditing my own digital footprint, I set about strengthening my own E-E-A-T.

What your own website can and can't prove

Your own website can show experience and expertise.

I have four years building AI systems for business, official Claude certifications and over 30 years in marketing.

Authority works differently. Google describes it as how the rest of the internet views you, and it looks at what independent sources say about you rather than taking your own site's word for it.

Getting mentioned or interviewed by news outlets and industry publications is one of the strategies Google names directly. It treats those mentions as votes of confidence.

The data backs this up. In October 2025 AirOps analysed 21,311 brand mentions across ChatGPT, Claude and Perplexity. 85 per cent of those mentions came from third-party sites. Only 13.2 per cent came from the brand's own website. Which is exactly why getting published became my focus.

How to get published in the media

I knew my focus was to get published in the media but I had one roadblock. Sourcing and submitting articles to journalists in time for their deadline.

Journalists put out call-outs when they need an expert for a story. They go out through media request services which land in your inbox.

The people who reply promptly within the cutoff date with credible authority are the ones who usually get quoted.

I was getting these call-outs but they were getting buried in my inbox. By the time I'd go to respond the deadline had closed. It was clear I had a system problem.

I build AI systems for businesses to help them with the tedious yet important admin and marketing tasks. This was the perfect job AI could help me with.

How I built an AI system solution

I created a Media Pitching Agent, not to write for me. But to put a workflow around the part of the process that kept tripping me up.

Five things it does.

Scans my inbox twice a day for call-outs that match my experience and expertise in AI, business and marketing.

Alerts me and flags suitability, gets my commentary and my approval.

Prepares the submission including bio, photos, ready to go.

Watches for the journalist's reply so it doesn't get buried in my inbox. Then alerts me when something needs urgent attention so I can respond immediately.

Logs and sweeps. Every submission goes into a registry, and a Google Alert tells me the moment something gets published. That's how I found out about Friday.

It handles about ninety per cent of the work, and all of it is admin.

How the agent knows what I'm an expert in

My Media Pitching Agent uses my Media DNA, which is a custom intelligence file, along with my AI Brain so it knows all about me and my business. It knows what I speak on, what my thoughts are on topics and with evidence of what I do.

It knows the subjects I can be put forward for.

My point of view on each one. The proof, results and stories to talk about. My credentials and qualifications. My boundaries of what I won't comment on.

That's why my Media Pitching Agent can match a call-out to me in seconds. It isn't guessing what I know. It's reading an intelligence file I've created.

What the AI does, and what only I can do

It works the way a good executive assistant works. It finds the opportunity, puts it in front of me, and handles the admin to get it submitted on time.

What it never does is write my opinion. The words a journalist receives are mine, every time, and nothing goes anywhere without me approving it.

Most media platforms say it plainly: don't send AI-generated responses. Journalists spot them and bin them, and answering things that aren't genuinely yours can get your account blocked.

I stand by that rule.

A journalist wants your experience, your opinion, your perspective (so does Google). That's the entire reason they're asking, and it's the one thing that can't and shouldn't be AI generated.

Claude or ChatGPT isn't there to write my answer. It's there to run the system that gets my answer in front of a journalist on time.

The agent does the admin. Finding, matching, tracking, chasing, logging, formatting.

I do the thinking. My experience. My opinion. My approval.

What changed after I built it

I've gone from submitting zero to submitting regularly every week. Newspapers, magazines, podcasts and TV interviews.

Getting published is a win on its own. I'm not going to pretend otherwise.

But each article does a second job. It puts my name on a site I don't own, attached to what I actually do, and that builds out the authority and trust side.

That's what AI search reads when a business owner asks it who to call.

One article is a nice moment. Stacked up over time, they're the reason my name is the one that comes back. It helps clients find and choose me.

How to build your own Media Pitching Agent

• Build your intelligence files. Give it access to your expertise, opinions, stories, credentials, proof, biography, brand voice and subjects you won't comment on.
• Connect your media sources. Monitor your inbox, journalist networks, media newsletters and relevant call-out platforms.
• Set a scan schedule. Check for new opportunities on your email so deadlines aren't missed.
• Create matching rules. Classify each opportunity as Strong fit, Possible fit or Skip.
• Prepare the submission. Use your AI Brain to prepare a draft of relevant, evidence-based details.
• Keep human approval. Review and create your commentary. Nothing gets submitted until you've reviewed, edited and approved it.
• Submit and verify. Send the approved response and confirm it was received.
• Track every opportunity. Record submissions, journalist replies, interviews and published coverage.
• Monitor your name. Use Google Alerts to find when articles are published or indexed.

If you want my pre-built Media Pitching Agent, join Content Catalyst which has this and other AI systems and workflows to help you with admin and marketing tasks.