The public relations industry is facing an existential threat from artificial intelligence. As AI capabilities rapidly advance, many routine PR tasks like writing press releases, reports and content are at risk of being automated. This has sparked an intense debate within the industry about how AI will reshape public relations in the coming years. We chatted to several experienced PR agencies to find out their thoughts…
According to industry veterans, AI threatens to gut many entry-level PR positions that focus on producing volume content or performing repetitive administrative tasks. “AI will and is making our jobs easier. It weeds out commoditized work. Repetitive tasks that used to be taken care of by a couple of juniors are now being automated,” said one senior PR executive. With AI able to churn out press releases, reports and social media posts at scale, the need for junior staff to handle these responsibilities is declining.
More strategically, experts say AI could even replace the role PR agencies play in developing communications plans and creative campaigns for clients. An AI system fed the right data points and insights about a client could theoretically design an entire PR strategy complete with messaging, audiences and execution tactics tailored to the brand’s goals. While the role of human creativity, relationships and nuanced strategy will provide some protection, the encroachment of AI into higher-level responsibilities is concerning for many.
However, industry optimism remains about the continued need for human skills like relationships, creativity and cultural understanding in PR roles. Building strong connections with media, analysts and other influencers is seen as a core PR function that AI may struggle to replicate. “AI doesn’t know how the public is responding to the news cycle of the day. AI doesn’t understand the cultural trends that shift by the week,” noted one observer. Maintaining trust-based relationships and anticipating trends will be ongoing human strengths.
Likewise, there is confidence that AI lacks the creative problem solving and innovation capabilities that humans possess. Coming up with breakthrough campaign ideas that cut through the noise is an enduring PR skill. “Even enterprise AI relies on existing data. Good PR people create,” said one executive summarizing this viewpoint. While AI can synthesize data, human imagination and creativity will continue driving the industry.
Rather than gutting PR, some believe AI will actually elevate the industry by handling tedious, repetitive work. “Quality is higher, costs are lower, client is happier, myself I am less stressed. AI is great. It does not replace creativity or bold thinking, it takes care of the shit aspects of the job. I love it,” shared one enthusiastic PR leader. By removing busywork and freeing up capacity, AI may unlock new levels of strategic value for agencies.
Many advise PR professionals to embrace AI systems as tools to enhance productivity rather than resist them as job threats. “I think the best thing we can do is to learn how to use it in our favor – spitballing subtitles and headlines, coming up with a very rough draft of a blog post or press release, maybe even a cover letter,” suggested one early AI adopter. Taking an active role in implementing AI for repetitive tasks while still providing the human touch may be the ideal approach.
Others caution AI adoption will also mean job losses, and PR pros need realistic strategies to stay ahead. “If you can get better than anyone else at using AI and making up for its weaknesses, then you’ll remain valuable to an agency. If you specialize in new business and start winning new biz – that would probably be the best strategy,” recommended one hiring manager. Outpacing peers in leveraging AI while focusing on irreplaceable skills could be key.
While opinions vary on AI’s impact, nearly all agree major change is coming quickly for public relations. “If you’re not thinking about the impacts now then you’re unprepared for the tsunami of change coming,” warned one agency head. With exponential advances in store, the smartest PR pros are getting ready today.
Frequently Asked Questions
How will AI affect entry-level PR roles?
AI may threaten some entry-level PR roles focused on high-volume content production or repetitive admin tasks, as AI can automate these responsibilities.
Can AI fully replace the strategic work PR agencies do?
Some people believe AI could theoretically design entire PR strategies for clients based on data inputs. However, human relationships, creativity and cultural understanding will provide some protection.
What core PR skills does AI lack?
Building strong media/influencer relationships and anticipating cultural trends are seen as human strengths AI will struggle to replicate.
How can PR pros embrace AI to enhance their careers?
Taking an active role in implementing AI for repetitive tasks while still providing a human touch may be an ideal approach.
What strategies can PR pros use to stay valuable in an AI future?
Outpacing peers in leveraging AI while focusing on irreplaceable skills like creativity and relationships could be key to remaining competitive.
