AI in PR: Tool, Teammate, or Threat?
- prlab1
- 11 hours ago
- 4 min read
By: Olivia Evans, Account Supervisor
Artificial Intelligence (AI) is increasingly becoming an essential tool in public relations workflows to improve efficiency. 92% of PR teams use generative AI tools for tasks ranging from media monitoring to sentiment analysis. AI is everywhere in PR conversations, so future PR professionals must understand and know how it’s actually being used as a tool. AI is transforming how professionals execute in PR, not replacing PR practitioners. Relationship building, human oversight, and timing are skills essential for PR professionals.
How is AI being Used in PR?
AI in PR may be fairly new to students, but it's been a tool used by professionals for years in sentiment analysis and media monitoring. The way AI is being used has shifted and transformed how public relations teams work by saving time and increasing efficiency. 37% of communications professionals utilize generative AI to assess or optimize content, and three out of four are confident in their organization's capacity to leverage AI. Generative AI (ChatGPT, Gemini, etc.) can now draft press releases and media pitches and create content; manage social media schedules; and respond to comments, emails, and messaging. As its capabilities grow, it’s becoming more essential to understand how to use AI for public relations.
One of the leading PR firms in the industry, Weber Shandwick, is currently using AI as a crisis management tool. Weber has invested in the AI-powered crisis management platform Radius to assist in predicting evolving crises and generating real-time response strategies. Radius allows for Weber Shandwick to fight against and stay ahead of the spread of misinformation. Weber also uses their own persona AI system, Weber I/O, for campaign planning and narrative intelligence, positioning the agency as a leader in the industry.
How can Future PR Professionals Use Efficiently and Continue to Stand Out
It’s crucial for future PR professionals to understand how to use AI efficiently in PR for internships and future jobs. A MuckRack study found that 59% of respondents believe AI and automation will become more significant to PR professionals over the next five years, accordingly surpassing media relations (35%) and strategy planning (33%). To strategically stand out in PR, learn how to use AI efficiently. AI is an automation tool for drafting, monitoring, and reporting. Learn how to write prompts effectively; use AI only for brainstorming, drafting, and editing, not for final work. Use AI for research to improve efficiency and analyze information; however, understand the limitations of AI. Future PR professionals need to focus on improving skills AI can’t replace. Continue building media relationships, networking, thinking strategically, crisis response, and brand and writing voice to add value beyond AI.
Benefits of Using AI in PR
A Cision Inside PR 2026 Report found that 48% of respondents view using generative AI and automated tools to drive efficiency and insights and view AI as their biggest opportunity in 2026. AI is reshaping public relations by streamlining workflows, allowing professionals to focus less on manual tasks and more on creativity and strategy. AI tools automate time-consuming tasks like media monitoring, tracking brand mentions, sentiment analysis, and generating reports to improve overall efficiency. AI is able to provide immediate insights about content and how it's performing, as well as predict which messaging will resonate with target audiences to enhance audience engagement. Additionally, AI plays a crucial role in managing reputation and crisis management through monitoring and social listening tools and enables personalization on a large scale. AI strengthens strategy and promotes creativity by improving efficiency.
Risks Future PR Professionals Should Look Out For When Using AI
The 2025 State of the Media Report states that 72% of journalists are concerned about factual inaccuracies in press releases or pitches generated by AI, and 58% are concerned that the quantity of this information would rise, but not its quality. AI can be a beneficial tool, but only a tool, because it can fall short. AI can not fully understand human tone, especially in a crisis; it lacks strategic judgment. AI struggles with nuance and authenticity, so there is a risk of generic or off-brand messages and loss of writing voice and originality. AI lacks the ability to build relationships and media trust, which is core to PR. To avoid these, use AI as a support tool, with human oversight over content and information generated by AI to ensure accuracy and be transparent in all AI use.
AI is a Tool, Not a Threat
AI is not replacing public relations, but it is redefining what it means to be successful in the field. As AI continues to take over repetitive and time-consuming tasks, the value of PR professionals will shift toward strategy, creativity, and relationship-building. For students entering the industry, knowing how to use AI tools is no longer optional; it’s expected, and in order to stand out, you must be strategic, creative, and build relationships. As a student, it's also important to understand how to balance technology with human insight. Those who rely on AI without understanding its limitations risk blending in, while those who use it strategically to enhance their work will stand out. Ultimately, AI is not a threat to PR; it’s a tool to help practitioners improve efficiency. The future of the industry will belong to professionals who know how to use it without losing the human perspective and storytelling that defines effective communication.
Additional:
AI Tools to Learn for Future Professionals:
Content Creation and Writing Tools
ChatGPT (Plus, Team, Enterprise)
Jasper AI
Media Monitoring and Listening Tools
Meltwater
Brand24
Talkwalker
Media Outreach and Pitch Tools
Cision
Prowly
PR Analytics and Measurment Tools
Prowly Analytics
CoverageBook
Social Media Management Tools
Hootsuite
Sprout Social
Buffer
About the Author:
Olivia Evans is a senior at Boston University studying Public Relations in the College of Communication, graduating in the Spring. She is currently an Account Supervisor at PRLab, where she manages two account teams and oversees client strategy and all deliverables and communication. She also previously interned as a Communications Specialist Intern with a nonprofit, where she launched social media pages across three platforms and helped build and launch a new website. She is an aspiring agency professional with experience in project management, media relations, and design through her work with PRLab and nonprofit communications.
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