Artificial Intelligence in Public Relations

Sabine Raabe
3 min readJan 3, 2023

The idea of using AI can be troublesome for people working in PR as they are concerned about their jobs being replaced by programmable technology. Whilst AI could potentially be used to write press releases, this isn’t the future of the industry. As technology continues to evolve, artificial intelligence can be a means to help streamline repetitive processes and find efficiencies.

AI can be a useful tool for public relations in certain situations, but it is important to use it wisely and appropriately. Some potential applications of AI in PR include:

· Automating tasks such as social media management, email outreach, and media monitoring.

· Analysing large amounts of data to identify trends, insights, and opportunities for PR campaigns.

· Generating reports and analytics to help PR professionals measure the effectiveness of their campaigns.

· Identifying and targeting specific media outlets and influencers for PR efforts.

· Creating personalized and targeted messaging for different audiences.

Overall, AI can help PR professionals save time and work more efficiently when used as a tool in conjunction with human judgement and strategy.

AI has the potential to automate certain tasks and processes in the PR profession, which could lead to some job displacement in the field. However, it is important to note that AI is not necessarily a danger to the PR profession. Instead, it may change the way that PR professionals do their jobs and require them to adapt and learn new skills.

In fact, the use of AI in PR can also create new job opportunities and enable PR professionals to focus on higher-level, strategic work. For example, PR professionals may need to develop expertise in managing and training AI systems, or in using data analysis to inform PR campaigns.

Overall, it is important for PR professionals to stay up to date on the latest technologies and developments in the field, and to be proactive in learning new skills that will help them stay competitive in a rapidly changing job market.


It is important to recognize that AI-generated content is not the same as content created by a human.

One challenge with AI-generated content is that it can lack the depth, nuance, and complexity of human-written content. It may also be more prone to errors or inconsistencies and may not always accurately capture the intended meaning or tone. Additionally, the authenticity of AI-generated content may depend on how it is used and presented. For example, if AI-generated content is presented as the work of a human, it could be perceived as inauthentic or misleading. Overall, it is important to be transparent about the use of AI-generated content and to use it in a way that is appropriate and respectful of the audience.

There are several potential benefits of using AI in PR:

· Time-saving: AI can automate tasks such as social media management, email outreach, and media monitoring, freeing up PR professionals to focus on more strategic work.

· Data analysis: AI can analyze large amounts of data and identify trends and insights that can inform PR campaigns and strategies.

· Personalization: AI can create personalized and targeted messaging for different audiences, helping to increase the effectiveness of PR efforts.

· Efficiency: AI can help PR professionals work more efficiently by automating tasks and providing quick access to information.

· Cost-saving: By automating certain tasks and processes, AI can help reduce costs for PR firms and their clients.

When deployed in the right way in conjunction with human judgement and strategy, AI has the potential to enhance the work of PR professionals.

The PR industry very much relies on the human touch for face-to-face client interactions, social networking and in providing insights and recommendations on how to use the data captured through AI for the best outcome for the client. In fact, artificial intelligence will enable public relations professionals to focus on tasks that can’t be automated such as brainstorming creative ideas, determining what steps they want to take for their clients and working closely with the client, as opposed to performing repetitive tasks that currently take away from client interactions.

Artificial intelligence isn’t something to shy away from in PR. It is a tool to embrace to provide efficiencies in data gathering so that PR professionals can focus on their clients and the creativity of their industry.



Sabine Raabe

I help leaders craft their stories to #communicate and connect better. Think thought leadership, professional branding and reputation management.