MediaClaw Brings Agentic AI to PR as Industry Rethinks How Work Gets Done

The conversation about AI in public relations is moving beyond content creation. Increasingly, the question is how much of the day-to-day work of communications can be handled by AI, and what that means for the people responsible for strategy, relationships and results.

That question is at the center of MediaClaw, a new agentic AI platform making its debut at PRSA ICON in Orlando, October 17-20. The company brings together Michael Terpin and Michael Shuler, co-founders of Marketwire, now part of GlobeNewswire, along with Brad Rutten, the company's founding chief technology officer and chief architect.

MediaClaw is designed to automate many of the processes that communications teams and agencies manage every day, including company research, writing and editing press materials, developing targeted media lists, personalizing outreach, managing approvals, monitoring coverage and analyzing results.

Unlike traditional AI tools that respond to individual prompts, agentic AI systems are designed to carry out a series of connected tasks. MediaClaw's approach is to bring those activities together, allowing specialized AI agents to handle different parts of a communications campaign while keeping people involved in key decisions.

For an industry facing growing pressure to demonstrate value, improve efficiency and deliver measurable results, the implications are significant. Research, media targeting, follow-up and reporting can consume substantial time, particularly for smaller agencies and in-house teams with limited resources. MediaClaw is betting that automating much of that work will allow communications professionals to spend more time on strategy, counsel and relationships.

The platform also raises questions the industry is already grappling with. How much of media relations should be automated? What happens to the personal relationships that have traditionally defined successful PR? And how will agencies rethink staffing, pricing and the value they deliver as AI takes on more of the work?

MediaClaw is currently in private beta, with plans to onboard its first 100 customers during the fourth quarter of 2026. Pricing begins at $1,000 per month for individual users, with team and enterprise options available.

Shuler serves as CEO, while Terpin is chairman and chief strategy officer.

The founders will introduce the platform during a presentation, "The Future of PR is Agentic AI," on October 18 at PRSA ICON, where attendees will also have opportunities to see demonstrations.

Whether agentic AI becomes a fundamental part of the PR workflow remains to be seen. But MediaClaw's arrival adds another dimension to an increasingly important industry discussion about automation, human judgment and the future of communications.

Learn more at MediaClaw.