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New York-Based Startup Howler AI Plans to Help Companies Get More Media Publicity
Aaron Tsai, a Taiwanese entrepreneur, founded media publicity company Howler AI in New York this year to match marketers with media outlets using artificial intelligence technology.
The former California-based business consultant and a staff of five create artificial intelligence algorithms and use a database of 500,000 journalists to help customers send pitches to media outlets big and small to increase product media exposure.
Howler AI works by working out customized press pitches for business customers, Tsai told Business Next. Then Howler AI uses that pitch, which is essentially a request for media outlets to cover something the company client is doing, to generate a hyper-targeted media list from the database. The process relies on an AI algorithm, Tsai said.
The company agrees to send personalized pitches to journalists at a rate of 125 to 500 emails and follow up with each one twice, he said.
Howler AI now counts more than 70 companies as clients. They’re largely from North America and Europe.
The idea for Howler AI occurred to Tsai in part because of previous work as a business consultant in San Francisco. That experience gave him a deeper understanding of what enterprises want from marketing and client data analysis.
Reaching journalists is getting harder as people send 2.4 million emails per second globally, the public relations firm PR News Group suggests in an online comment. To reach reporters, marketers must write “subject lines and e-mail body text that journalists won’t automatically delete,” it says.
New York base
Howler AI made a good move setting up business in telecommunications firm Verizon’s first shared office space at in Manhattan, the co-founder said. “I think startup companies in New York are different,” Tsai said, adding the he finds them more diverse than Silicon Valley peers.
Some of the people in the shared office space became friends with people working at Howler AI and later became their customers. There’s plenty of money in town, too, he added.
“Some heirs to the old money are in fund management and investment banking,” Tsai said. “Many are optimistic about new technologies and wanted to invest in aspiring tech startup companies. So, in terms of the fundraising side, if compared to Silicon Valley’s ecosystem, I think New York also has a lot of investors and a lot of money looking to invest in great startups.”
New York’s startups tend to be “proactive” toward media relations and marketing as they seek attention and want to be known for any achievements, he said.
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