Every integration we build starts with the same question: where is the work actually happening?
For communications teams, part of that answer is now an AI assistant. McKinsey’s State of AI found that 88% of organizations regularly use AI in at least one business function, up from 78% a year earlier. In comms, that shows up as a second window open throughout the day, drafting or refining pitches, structuring campaign briefs, recapping meetings, etc.
What those assistants have never had is a dependable record of the media coverage they are being asked about.
The open-web default
Ask an AI assistant how a launch landed, and it answers from the open web. For any team without the Agility MCP connector, that is the default today and it is a narrow slice of the record. Each assistant retrieves differently, but the general pattern holds. What comes back is what a crawler can reach: online results, ranked for search rather than assembled for completeness. Not in the answer is the print edition that ran the story on page three, the drive-time broadcast segment, or the industry podcast where an analyst spent nine minutes on your category.
The reply still arrives in seconds, and it still reads well. That is what makes it difficult to catch: a confident answer built on a fraction of what was published looks much like a complete one.
Communications teams have spent years building a discipline around knowing what was actually said, where, and by whom. That standard should hold as those questions move into AI chats.
What we built
The Agility MCP Connector links Claude and other MCP-compatible AI assistants directly to Agility’s Media Intelligence API. It is built on the Model Context Protocol, an open standard for connecting assistants to a specific, permissioned data source rather than to whatever is publicly crawlable.
This changes where the work happens. No need to open another tab, learn another interface, or remember where a particular report lives. The question is asked in the window that is already open.
The Agility MCP connector provides verified, structured media data across online, print, television, radio, podcasts, and social media. Structured data lets assistants skip the guesswork, identifying mentions, outlets, dates, and tone; and go straight to the question. Better, more complete inputs mean better answers and analysis for PR teams and stakeholders.
When an assistant uses Agility data, it identifies the source, giving communicators a clear origin for every answer. No custom development is required. An Agility account with Media Intelligence API access and a compatible MCP client is all that’s needed. This was deliberate, built especially for teams that need the most value from their data but have limited engineering resources.
The connector is also listed in the Claude Connector Directory, making it easy for Claude users to discover and add to their Claude environment. Inclusion in the directory is reviewed against Anthropic’s security, authentication, and documentation requirement, providing an external validation of the connector’s quality.
3 ways PR teams can use the Agility MCP Connector
Below are three questions which communications teams encounter constantly. They reflect the work that fills much of a communicator’s week, not the strategic work, but the recurring requests that arrive unexpectedly and still need accurate, timely answers.
- Review a launch or campaign
Every launch ends with the same question in some form: did it land, and with whom? Answering it properly means more than counting mentions. It means knowing which outlets picked the story up, which channels carried it furthest, whether the tone held from one region to the next, and where the coverage thinned out before it should have.
Consider an agency team wrapping up a food and beverage launch. Normally, that means pulling data from multiple exports and reconciling them manually before drawing any conclusions. Instead, the team asks for coverage volume and sentiment by channel and region, quickly identifies two underperforming regions, and digs into both in the same conversation, all while the client is still on the phone.
- Competitive benchmarking
Competitive comparison is rarely scheduled work. It usually arrives midweek, needed before a meeting, and requires more than a volume count. The useful analysis shows how narratives differ, which outlets are shaping each story, and whether the gap is widening or closing.
Consider a corporate communications team at a financial institution preparing for an analyst day. They need to know how their position on a regulatory change compares with two peer institutions. Much of the commentary that shapes analyst opinion runs in trade publications and broadcast interviews, and that material is rarely available in search results, so a comparison drawn from the open web alone would be missing the part that carries the most weight.
- 3. Answer unplanned requests
These requests arrive without warning or a defined scope, often with an answer needed before a meeting already on the calendar. The challenge is rarely the analysis; it’s producing an answer that can be confidently repeated and traced back to specific coverage rather than impressions
Consider a software company thirty minutes before an all-hands, when the CEO asks how the funding announcement was covered. The communications lead asks an AI assistant for three takeaways and a chart of coverage over time, checks the sources behind both, and walks into the room with something defensible.
Two decades of media intelligence
Agility has spent more than two decades in media intelligence. Today that means 2B+ news items indexed a year across online, print, broadcast, podcast, radio, and social media. All of it serves one purpose: helping communications teams make decisions they can defend, and protect a reputation when it matters most.
The interface for that job keeps changing. It has been a clippings binder, a dashboard, a scheduled PDF, an API. It is now increasingly a conversation. What should not change is the standard underneath it. An assistant is only as good as the data is has access to, and the full record is a better foundation than the portion easily found in open-web results.
The Agility MCP Connector is available now to clients with Media Intelligence API access. It sits alongside media relations, monitoring, and social listening, working across the all-in-one, enterprise-grade PR platform.
If your team is already working in an AI assistant, this is the shortest distance between where they are and the media coverage they can stand behind. Speak to an expert and learn more at agilitypr.com/api.
