The way forward for media relations: Navigating AI’s impression on PR


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“AI gained’t substitute people — however people with AI will substitute people with out AI.”

-Karim Lakhani, Harvard Enterprise College professor specializing in office know-how and AI for the Harvard Enterprise Evaluate.

As PR professionals, we discover ourselves at a novel juncture: Synthetic Intelligence provides the chance to considerably improve our skills relating to media relations (the bread and butter of our career) — however utilizing AI will not be with out threat.

Earlier than diving into this new know-how, right here are some things communicators ought to take into account:

Your inventive lifeline: How AI rescues writers from stagnation

For these of us who establish as exterior processors — people who thrive by pondering out loud — AI is usually a game-changer. Within the fast-paced world of PR, we regularly discover ourselves grappling with time constraints that stop us from participating in prolonged brainstorming classes. When used correctly, AI can tackle the function of collaborator, seamlessly reworking our scattered concepts and descriptions into cohesive and compelling narratives, press releases, or pitches.

As well as, writers who’ve labored on the identical model for an prolonged interval, generally spanning months and even years, could discover themselves inadvertently confined by the established model tips. These tips can grow to be deeply ingrained in our minds, inhibiting the exploration of latest and inventive writing approaches. Generative AI could be a useful useful resource in such conditions, providing a recent perspective and inspiring experimentation, serving to writers break away from the constraints of familiarity and inject new life into their content material.

Certainly, whereas AI could be a useful device within the inventive course of, it’s important to emphasise that the function of the PR individual stays paramount. AI can help, streamline, and supply options, however the human component of instinct, creativity, fact-checking, and model understanding that PR consultants carry to the desk can’t be changed.

Preserve it safe: Safeguarding delicate data

Simply as corporations created social media insurance policies within the early days of Fb and Twitter, they need to now collaborate with their normal counsel or chief data safety officer to develop complete AI insurance policies. Speaking confidential or delicate data is one in every of a PR individual’s most vital duties. Saying a life-changing medical breakthrough, introducing a brand new govt, unveiling an industry-changing product, or revealing daring new inventive — you completely don’t need these kinds of bulletins to leak earlier than the embargo breaks. But many corporations have discovered themselves in sizzling water by improperly utilizing public AI.

A strong understanding of AI, coupled with a well-thought-out AI coverage, may also help set up necessary guardrails to stop confidential data from discovering its manner into open-use AI instruments the place customers have little management over their knowledge.

Ai’s impression on newsrooms and PR: Challenges and alternatives

Very like PR companies and in-house communications groups, newsrooms are additionally grappling with the implications of generative AI. Are they allowed to make use of it? Ought to we disclose if AI has helped within the writing of an article? A few of these questions are nonetheless to be answered. The Related Press has put out its personal tips, and as a pacesetter within the {industry}, it’s anticipated many publications will comply with swimsuit.

So far as their interactions with PR folks, New Yorker author John Seabrook shared, “My worry as a shopper of public relations is, I’m getting 200 PR pitches a day and with AI that I’ll get 2,000 pitches a day. That’s a nightmare situation that I need to keep away from.”

Moreover, journalists have reported that they’ve obtained pitches containing reward for books they didn’t writer or articles they didn’t write — all AI hallucinations.

Whereas AI guarantees to boost effectivity, warning is critical for PR professionals, notably of their engagements with journalists. The important thing lies in persevering with to thoughtfully vet media lists and personalize pitches — very like we did within the good previous days earlier than AI. Data generated by AI ought to at all times bear rigorous verification, making certain the preservation of belief and authenticity within the quickly evolving world of media and communications.


So, as we confront the challenges and alternatives AI presents, what’s there to do subsequent? PR professionals navigating the uncharted waters of generative AI of their media relations methods ought to flip to 3 key rules to information their method: curiosity, safety and precision.

  • Be Curious: New AI instruments particularly created for PR professionals are popping up each day. Now could be the time to embrace the potential of AI to revitalize content material and improve creativity.
  • Be Protecting: Set up an AI coverage that permits experimentation with out jeopardizing proprietary knowledge or data.
  • Be Exact: Don’t get carried away with the efficiencies AI affords. PR folks should maintain tight to their requirements to take care of their relationships with the media and stay efficient communicators.

Hannah Freedman is director of media and communications at Notified



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