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Artificial Intelligence (AI) is no longer science fiction or a futuristic concept - it’s becoming ingrained in our daily lives and we may not even realise! It’s nothing to be scared about, and (we hope) it won’t steal your job if you use it properly to your advantage. It’s about being smart and harnessing the power of AI tools in PR - while not forgetting some of the key dos and don’ts.
Before getting into them, it’s beneficial to remember that there are many facets to PR, and AI can enhance creativity to give that spark of inspiration that can get a brainstorm for a campaign rolling. It can also help to streamline tasks like media monitoring, assess vast amounts of data to enable better informed decisions whilst introducing teams to a new way of working.
On the other hand, it’s important to be mindful of its limitations. Unsurprisingly, AI won’t always be correct, and fact checking is more important now than ever. Keeping in mind copyright concerns is vital too, a straight copy and paste job will not go down well nine out of 10 times. Over-reliance on these tools can also devalue the services we offer. We must remember that our clients are paying for our expertise and opinions, so this needs to remain at the heart of all work.
For those in PR or marketing that are interested in exploring different tools for a more efficient workflow there are many resources available for social media management, coverage monitoring, content generation, visual ideation to showcase ideas, media outreach preparation, and performance measurement.
- Start small - Use AI for non-critical tasks like inspiration for a campaign and learn how to use the tools.
- Fact-check rigorously – Always verify AI-generated information.
- Edit content – AI may use American English or outdated phrasing or information.
- Use the RISEN framework when submitting a prompt – Role, Instructions, Steps, Narrowing, End Goal.
- Be efficient – Summarise reports or large documents into concise notes.
- Encourage knowledge sharing – If a tool works well (or doesn’t), share insights with the team.
- Overestimate AI – It’s a tool, not a replacement for human expertise.
- Share private information – Be cautious about feeding confidential data into AI tools.
- Be ignorant – AI adoption is a cultural shift, so support those who are more cautious.
- Rely solely on AI – Maintain PR skills independently to avoid over-reliance on technology - AI won’t know your clients favourite phrases!
Fall into AI-generated phrasing traps – AI tends to default to repetitive or overly formal language. Watch out for overused words like vital, comprehensive, optimise and phrases such as “In the fast-paced world…” or “This underscores the importance of…”
As AI becomes more ingrained in PR, transparency about its use will be critical. Will agencies and journalists soon include AI disclaimers in press releases and emails? Time will tell.
For now, PR professionals should stay informed and adaptable. AI is a tool that, when used correctly, can enhance - not replace - our expertise. By getting the right balance between AI-powered efficiency and human creativity, PR teams can stay ahead in an evolving industry.
Disclaimer: This blog was NOT written by AI!
