Artificial intelligence is no longer a distant future. It’s here, and it’s reshaping the way we public relations professionals work. From automating tedious tasks to enhancing creativity and efficiency, AI is already presenting a monumental amount of change to almost every industry—especially PR. However, figuring out where to start with this new technology can be overwhelming for many PR professionals. It can be tricky to find the right balance, but in this post we’ll discuss how you can fit AI into your workflow without replacing the essential human touch that makes PR so impactful.
Understanding AI in PR
AI is best thought of as a very smart intern that requires supervision. It helps with research, content generation, and analytics, but ultimately, PR remains a relationship-driven industry that relies on human intuition and storytelling. The key to using AI effectively is to approach it as a tool that enhances—not replaces—your skills. Muck Rack’s latest State of AI in PR report highlights a dramatic surge in AI adoption within the industry. According to the survey of over 1,000 PR professionals, three out of four now use AI—nearly three times more than in 2023—leveraging it for an average of five tasks compared to three last year. And the increasingly high levels of adoption are occurring for good reason: 93% of professionals say AI speeds up their work and 78% report that it improves quality.
How PR Professionals Can Use AI Effectively
As new technologies emerge on what feels like an almost daily basis, the potential applications for AI continue to multiply. You might be wondering, “How can I apply it to my own job?” In fact, you may already be using it without even realizing it. For example, you may already be unknowingly monitoring large volumes of media every day with one of several available AI-powered tools that are capable of scanning thousands of news articles in minutes, identifying relevant mentions and sentiment trends. Instead of spending hours manually sifting through coverage, you get an instant overview of how your brand or client is perceived. AI can also streamline content creation, and help draft initial versions of press releases, social media posts, and pitches. While the final touch still needs your expertise, these tools allow you to focus on refining messaging rather than starting from scratch.
Additionally, AI can transform how PR teams analyze and predict trends. Instead of relying solely on past campaign performance, machine learning algorithms can assess vast amounts of data to provide insights into what content is resonating with audiences and why. This means smarter, more data-driven decisions when crafting media strategies. Even in crisis communications, AI-powered sentiment analysis tools can quickly gauge public reaction, allowing teams to adjust messaging in real time.
Key AI Tools for PR
- Media Monitoring and Sentiment Analysis: Tools like Meltwater, Muck Rack, and Cision use AI to track media coverage, analyze sentiment, and provide actionable insights.
- Content Generation and Editing: Platforms like Writer and Grammarly help create, edit, and refine press releases, pitches, and other written content.
- AI-Powered Meeting Assistants: Otter.ai and Fireflies.ai can transcribe meetings, highlight key points, and generate summaries to keep teams aligned.
To Avoid Pitfalls, Establish Guidelines and Start Slowly
While the adoption of AI is rapidly increasing across industries, many companies are still navigating the process of formalizing AI policies. According to the Muck Rack survey, 55% of PR professionals lack clear guidelines for their use, which underscores the importance of establishing robust frameworks before implementing AI at work. Before integrating AI into client projects, it’s crucial to first establish internal policies and approval processes to ensure responsible and effective use. We recommend you start by using AI for personal tasks to get a handle on the technology. This approach allows you to build familiarity and confidence before applying it to more high-stakes client work.
The Bottom Line
AI isn’t here to take over PR; it’s here to help. By embracing AI as a partner in the creative and analytical processes, PR professionals can work smarter, not harder. The key is to experiment with AI-driven tools while maintaining the strategic thinking and human connections that define the industry. By striking this balance, PR professionals can stay ahead in a rapidly evolving media landscape.
Looking to incorporate AI into your PR strategy but not sure where to start? Let’s talk! Our team at Plat4orm PR specializes in integrating emerging technologies into communications strategies to help brands maximize their impact.
