How is AI changing public relations?

Artificial intelligence (AI) is quickly becoming part of our everyday lives and the public relations (PR) industry like other industries is being drawn into its use. From copywriting to media monitoring, AI is reshaping how PR professionals work and how stories are shared. But there is also a worrying underbelly that has been appearing where AI is also being used for untruths and cutting corners. Let us explain…

The upsides
One of the biggest upsides and changes is speed. AI tools can create written materials in lightning speed, such as drafting press releases, social media posts and pitch emails in seconds. However call us a bit old fashioned, AI can never replace human creativity or judgement so should always be viewed with caution.

AI is also transforming the analysis and monitoring of media coverage. Media monitoring tools powered by AI can scan thousands of articles and posts instantly, spotting trends, sentiment and emerging issues faster than a human could. This means brands can react more quickly to opportunities and risks, rather than finding out too late that a story has taken off.

Personalisation is another area where AI is making an impact. Instead of sending the same generic pitch to dozens of journalists or influencers, AI can help tailor messages based on what they cover. This creates more relevant outreach and reduces the volume of unwanted pitches clogging up inboxes.

The downsides
We feel ashamed to reveal that some questionable ‘PR agencies’ have created what is now known as fake experts. Thanks to excellent reporting from the Press Gazette, these non-human experts have been exposed but this has done damage to those of us in the PR industry who would never operate like this.

AI also cannot replace news judgement or ethical decision-making. Over-reliance on automation risks creating bland, formulaic content that lacks personality and credibility where everyone is writing or saying the same!

The future
The future of PR and AI is likely to be a world where both coexist. AI cannot and never should replace human expertise but can be seen as an extra pair of hands. Used wisely, AI gives PR professionals more time to focus on what matters most: building reputations, managing risk and creating stories people actually care about.