Today’s PR professionals are not just storytellers, they’re strategists. The traditional focus on press releases and media outreach has shifted to a dynamic, data-driven discipline that spans social media, influencer engagement, sentiment analysis and proactive brand building. Now, public relations is undergoing another seismic shift and this time, AI is at the heart of it.
As of December 2024, approximately 82 percent of PR professionals surveyed by Statistica reported that they used generative AI to ideate or brainstorm. Around 72 percent turned to AI to write a first draft, while 70 percent used it to edit or refine a draft they had written.
Meanwhile, AI-powered media monitoring detects trending topics in real time and sentiment analysis tools gauge public reaction across social platforms. Routine tasks are being automated and streamlined, equipping PR professionals to make faster, more informed decisions.
But should the world of public relations place blind faith in emerging technologies? As AI rapidly becomes a cornerstone of modern PR strategy, it’s easy to get swept up in the hype. In this blog we explore five ways AI is changing public relations and look at how PR professionals can harness these tools effectively, without falling into the trap of over reliance or ethical missteps.
1) Is Gen AI the New Google?
More than a quarter of people surveyed in the US reported using AI tools instead of a traditional search engines, according to TechRadar. That number was lower in the UK, but still representative of a significant shift in consumer behaviour, with 13% of respondents saying that they now turn to AI ahead of traditional search tools such as Bing and Google.
Generative AI is shaking up the way we think about search. Tools such as ChatGPT and Microsoft Copilot offer instant, conversational answers that many PR professionals find faster and more intuitive than traditional search engines. These AI models don’t just retrieve information; they analyse, summarise and tailor it to your needs, turning hours of research into minutes. This can save PR teams significant amounts of time when it comes to background research for copywriting and campaigns.
But while AI can be a powerful shortcut, it’s not always a substitute for source-based fact-checking or in-depth exploration. For now, Google isn’t going anywhere but generative AI is undeniably changing the way we search.
2) AI-Powered Personalisation
When it comes to content creation, advanced language models powered by machine learning and natural language processing can significantly enhance personalised messaging by analysing audience data, behaviour patterns and preferences. By understanding factors like tone, sentiment and interests, these models enable PR professionals to craft messages that feel tailored to specific segments. And according to a survey by Muck Rack, the industry is on board with this, with 64% of respondents using AI to write social copy and 54% using it to craft pitches.
The level of personalisation that can be created with the support of AI not only captures attention more effectively, but also builds stronger emotional connections with audiences, ultimately driving higher engagement and brand loyalty.
But while tailored content can boost engagement, it also raises strategic concerns. There’s the risk of over-personalisation, where messages become so tailored they feel manipulative and this can erode trust rather than building it. Personalised AI generated content may also lack authenticity and human nuance, making it harder to connect on an emotional or cultural level, especially in sensitive contexts. So, while AI can significantly enhance personalisation for PR teams, it is crucial to maintain a layer of human oversight to ensure authenticity and strategic alignment.
3) Automation Meets Insight
From automating media list creation and tracking coverage, to generating first drafts of press releases or pitches, AI tools free up valuable time for PR professionals to focus on strategy and creativity. By reducing manual workloads and accelerating routine processes, AI not only boosts productivity but helps PR teams operate with greater agility.
According to a study conducted by WE Communications and the USC Annenberg Center for Public Relations (Provoke Media), the primary uses of AI in PR include content creation (54%), data analysis (40%) and background research (37%) with 95% of those surveyed noting that it enhances their work quality and efficiency.
However, excessive automation risks stripping away the critical human judgement and deep client insight that PR professionals bring to the table. These elements are essential for crafting compelling pitches and accurately targeting media. Without this human layer, AI-generated content can easily misfire, producing tone-deaf messaging or factual errors.
4) Can AI Handle a PR Crisis?
According to PR Week one out of three senior PR leaders would allow AI to manage their crisis communications strategy. While the thought of letting machines handle a PR crisis might fill many PR professionals with dread, AI can play a powerful role in crisis communications, helping teams respond faster, more strategically and with greater precision.
By scanning news outlets, social platforms and blogs in real time, AI tools can detect emerging issues or negative sentiment before they escalate. This allows teams to act proactively rather than reactively, addressing concerns early and mitigating potential fallout. AI can also simulate how different audience segments might receive specific messages, helping PRs to craft responses that are both empathetic and effective. After the crisis, AI-driven analysis can evaluate the impact and effectiveness of the response, providing valuable insights to refine future strategies.
But while AI can respond to crises faster than humans, speed doesn’t always guarantee quality. PR professionals must ensure that emotional, cultural and contextual nuances are handled with care, something AI alone can easily overlook. It’s crucial that responses are not only timely but also sensitive to the specific needs, expectations and values of the client and their audience.
5) Smarter, scalable PR
AI and automation are reshaping industries across the board and public relations is no exception. For PR firms, AI is a catalyst for scalability and growth, streamlining labour-intensive tasks like media monitoring, sentiment analysis and content creation. This allows teams to manage more clients and campaigns without increasing headcount, maintaining quality and accuracy, even at higher volumes.
AI also enables smarter, data-driven decision-making and delivers personalised content at scale, empowering PR teams to respond more quickly and strategically to shifting public sentiment.
By boosting efficiency, expanding service offerings and positioning firms as innovative and forward-thinking, AI is not just a tool, it’s a competitive advantage. In fact, one survey found that 80% of communications leaders believe AI is essential to the future of PR.
Finding the Balance and Proceed with Caution
While AI offers a wide range of powerful use cases for the PR industry, it isn’t a silver bullet. PR professionals must approach AI with both enthusiasm and caution. Blind faith in technology can lead to serious drawbacks. AI models can reflect the biases of their training data, potentially generating content that is exclusionary or discriminatory if left unchecked. Misinformation is another risk. AI can unintentionally spread false or misleading narratives if outputs aren’t properly fact-checked. There’s also the danger of plagiarism, as AI-generated content may mimic existing material too closely, compromising originality.
Perhaps most critically, the overuse of AI can erode authenticity. Content that strays from a brand’s voice can disconnect audiences and damage trust. As PR teams adopt AI tools, human oversight, ethical awareness and strategic intent must remain at the core. AI should be thought of as a powerful PR assistant, not a replacement for the strategic, creative and responsible work that defines great public relations.