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North East Media

AI reduces wasted work for newspaper chain

Gemini tool centralises and rewrites press releases for use by multiple newsrooms

The Challenge

North East Media wanted to reduce double-handling of media releases that were relevant to multiple newspapers in their regional media group. Separate newsrooms were often reworking the same press releases and publishing variations of the same story across different mastheads. This meant significant duplication in time and effort from the newsroom staff.

The Results

North East Media developed an AI-powered tool that automates the rewriting and assigning of press releases, streamlining the entire process. After extensive testing, the tool creates articles that require only minor edits to be usable. These are intended as a base for multiple newsrooms to build original reporting around. The tool also includes a system to manage editing, preventing duplicate work. It will be rolled out in stages to all newspapers in the group.

100% accuracy (no hallucinations or factual errors)
90% style guide adherence
chris fevre
"Crafting a dedicated and specific tool from Google AI Studio was a great boost to confidence for the team. AI Chatbots are tremendous, but being able to plug them in and make them perform a specific function presents many opportunities."
Chris Febvre
Head of Technology
image_North East Media_Pilot Roadmap_20250709
A roadmap of North East Media's AI-powered press release automation tool.
image_North East Media_pilot function_20250709
North East Media’s pilot goal and function.
image_North East Media_Pilot Roadmap_20250709
A roadmap of North East Media's AI-powered press release automation tool.
image_North East Media_pilot function_20250709
North East Media’s pilot goal and function.
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