AI in PR: A Smart Tool, Not a Shortcut

TL;DR:  AI boosts PR efficiency but cannot replace intuition, strategy, or relationships. Those who master it will stay ahead, while overreliance weakens creativity and value. Ethical AI use is crucial as corporate policies evolve.

AI will not replace PR professionals but expose who belongs in the field and who does not. The technology is powerful but cannot think, build relationships, or make judgment calls. PR is about persuasion, timing, and trust, skills AI lacks. It can assist with research, organize information, and automate tasks, but it should never be a crutch for lazy PR. Those who use AI to sharpen their work will get ahead. Those who rely on it to do the job for them will turn PR into cluttered, lifeless noise.

AI's Role in PR

AI will not replace PR professionals. It will make the amateurs level up or get out. The technology advances quickly but is not a substitute for experience, relationships, or strategic thinking. Instead, AI will become a defining tool for those who can use it effectively.

PR has always been about understanding audiences, shaping narratives, and building trust. AI can help with the mechanics—tracking media coverage, analyzing sentiment, and automating routine tasks—but cannot replace human intuition. The professionals who thrive in this new era will be the ones who master AI to enhance their work rather than rely on it to do the job for them.

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I welcome AI for tasks I lack the time or expertise to master. I am all for it if it frees me to focus on strategy and storytelling. But, using AI as a shortcut for honest work is a mistake. Overreliance dulls critical thinking, strips originality, and reduces PR to automated noise. AI enables me to focus on deep work (hat tip to Cal Newport), but it does not do the work for me.

AI as a PR Assistant, Not a Replacement

I witnessed a similar shift when working in radio. When automation replaced CDs with computer scheduling, some DJs feared they would become obsolete. The best ones embraced the technology, used it to refine their craft, and focused more on engaging with their audience.

AI in PR works the same way. It is not a substitute for expertise but a tool that streamlines operations. I use it to monitor media coverage, analyze sentiment, classify content, and track trends. It manages schedules, books meetings, and compiles research. These small efficiencies add up. The less time I spend on administration, the more time I have for creativity, strategic thinking, and client relationships.

I also use AI for specific, practical tasks. It helps me write Boolean search strings, which I use for research. It assists with complex and even basic Excel formulas, automating tedious work that would otherwise slow me down. I used AI to write a Google Apps Script that color-codes my calendar based on keywords and time of day. It even adds emojis, sends out invites, and schedules video meetings. AI excels in these tasks, allowing me to focus on PR aspects requiring critical thinking and human judgment.

The difference is that AI is now evolving into something bigger than a productivity tool. With corporations like Google relaxing their ethical guidelines, PR professionals must remain vigilant. AI can manipulate narratives, amplify misinformation, and invade privacy. The same algorithms that help us track media sentiment can also be leveraged for mass surveillance. The same automation that refines messaging can be weaponized for disinformation campaigns.

Where AI Falls Short

AI lacks intuition. I have tested it on simple tasks, like summarizing articles or organizing data, and while it can process information quickly, it often misses nuance. It follows patterns but does not think critically. That was a clear reminder that AI is a tool, not a decision-maker.

At a recent Chamber of Commerce event, I was chatting about business and communication when the topic of AI came up. Someone said she resisted using it, even though people kept encouraging her to try.

"I am very particular about how things are worded, and I have my own 'voice' when I write...I haven't been able to force myself to try AI like everyone's telling me to do."

I understand that completely. AI cannot replicate personal style, lived experience, or the instinct honed over years of practice. Writing is not just about assembling words. It is about tone, rhythm, and the deliberate choices that make communication feel natural and authentic. AI may assist with wording but cannot replace a writer's unique voice.

I have written about clutter, chaos, and lazy PR approaches that flood inboxes with irrelevant, mass-distributed pitches. AI-generated outreach would only add to the noise. PR requires professionals who take the time to understand their audience, craft meaningful messages, and build authentic relationships. AI helps with research and editing, but I shape the message, make connections, and ensure communication is thoughtful and intentional.

The Responsibility of Using AI

Critical thinking matters, too. If we let AI do all the work, we will lose the skills that make us exceptional. AI does not create; it compiles and regurgitates existing information. That is why human judgment is essential. AI can assist in shaping a project, but we must be the ones making the final decisions.

This is more important than ever as AI development takes a turn. Earlier this month, Google updated its AI Principles to remove restrictions on using AI for weapons and surveillance. The company now emphasizes "responsible development and deployment," but its previous commitment to avoiding "harmful" applications is gone. The shift highlights a broader trend. AI is no longer just an efficiency tool. It is a force that can be used for good or ill, depending on who is in control.

The radio industry adapted when automation arrived, and PR must do the same. The best DJs learned to use technology to enhance their work rather than be replaced by it. PR professionals must take the same approach. AI is a resource, but those who thrive will be the ones who know how to use it strategically.

With Google's policy change, the stakes are higher. It is no longer just about AI making our jobs easier. The question is how AI will be used and who will be responsible for its impact. PR professionals must be at the forefront of ethical AI use, ensuring the technology serves people rather than manipulates them.

AI-Powered, Not AI-Replaced

Some fear AI will replace PR professionals, but that fear is unfounded. AI is not eliminating the human element of PR. It is amplifying it.

The PR professionals who will thrive are those who:

• Use AI to boost efficiency without becoming dependent on it.

• Keep their instincts sharp and their relationships strong.

• Understand that AI is a tool, not a substitute for creativity.

• Stay informed about AI ethics and advocate for responsible use.

AI is here to stay, just like email, social media, and digital newsrooms. The field will keep evolving, and those who adapt will thrive.

For me, AI is a tool, nothing more. It helps me run my business efficiently while giving me time for life outside of work. But I wouldn't ask a thesaurus to write a press release, and I wouldn't trust AI to handle PR for me.

The future of PR will not be AI-driven. It will be AI-assisted. The more we master AI as an ally instead of resisting or over-relying on it, the stronger our profession will be. AI will evolve, and so will we. The key is staying in control of the narratives we craft and how we integrate AI into our work.

AI is no longer just about efficiency. As corporations push its boundaries, PR professionals have a responsibility to shape its use ethically. Our choices will define how AI impacts communication, media, and trust in the years ahead.