By Larry Smalheiser, Vice President, B2B & Tech
Artificial intelligence (AI) is everywhere, and it’s revolutionizing industries from tech and banking to education and photojournalism. The public relations field is no exception with three in four communicators using AI regularly as of 2024.
If you’re responsible for communications—whether directly or by working with a trusted external agency partner —you know AI can improve efficiency, but in practical terms, how are the PR pros on your team or at your agency using it? And, more importantly, how shouldn’t they be using it?
As the head of (W)right On Communications’ B2B and Tech Practice, I have exposure to many tools, and even industry standards like Cision and Muck Rack have embraced and integrated AI into their most basic processes. AI can be a game-changer for PR when used strategically, particularly for media relations.
Since you’re ultimately responsible for the results of your team’s media relations campaigns, here are a few AI “Do’s and Don’ts” you should know and watch for:
How AI Can Support PR
✓ Streamlining Research and Reporting
AI crunches datasets quickly helping PR teams identify media trends, monitor brand sentiment, and analyze competitors and their visibility faster. Muck Rack has AI tools that can easily compile metrics while also quickly flagging opportunities for media coverage. So, your PR team can spend more time on higher-value things like messaging and planning, as opposed to combing through data manually.
✓ Boosting Content Productivity (Without Losing the Critical Human Touch)
I like to say that AI can help with the blank page situation. With the right direction, generative AI can create initial blog outlines, social media posts and even a basic press release framework. It speeds up content development in much the same way it speeds research and reporting.
But AI can’t and shouldn’t replace human expertise. A great PR team can use AI on first drafts, but AI has no place crafting the final messaging. Seasoned professionals are the right resource to ensure every communication that goes out on behalf of your brand is polished, strategic and consistent with its voice.
We’ve used AI-driven insights for clients in the energy space, for instance, to secure high-impact thought leadership placements. That’s where a generative AI assistant can kick out article content aligned with highly specific publication requirements.
✓ Improving Media Targeting
AI can also analyze journalists’ past articles and predict who might be most interested in your news. This saves time and helps your PR team craft relevant pitches that are more personalized.
What AI Should Not Be Doing in PR
✘ Replacing Human Strategy and Judgment
AI can assist with many tasks, but it lacks the nuanced human understanding for crisis communications, executive positioning or credible thought leadership. AI can suggest talking points, but it takes an experienced PR pro to shape a message that will align with your brand’s voice and resonate with stakeholder audiences.
✘ Generating Content Without Oversight
While AI can help with drafting, it often creates generic content. Think about it: AI has been trained on a lot of mediocre writing, and AI generated content can become overly flowery, wordy as well as prone to predictable sentence structures. Thought leadership pieces, for example, need deep expertise, original insight and examples—something AI just can’t do so well yet. It is possible to train AI in your brand voice and company messages, but you need to keep an eye on the road and your hands on the wheel, just as when allowing it to drive your vehicle.
✘ Over-Relying on AI for Media Outreach
Editors can spot AI-generated pitches a mile away, and they’re not impressed. AI is not a substitute for PR fundamentals like relationship-building, creativity and personalization. Your PR team might use AI for research and inspiration, but they would then tailor the pitch accordingly, keeping it authentic. AI can’t do these things so well yet, but your team can.
The Bottom Line
AI is a powerful tool for optimizing PR, but it’s just that—a tool. The real value in PR comes from human expertise, storytelling, relationships and strategic thinking. Good PR teams know how to use AI to enhance their efforts, not replace them.
I’d be remiss if I didn’t mention the great work Frank X. Shaw and the Microsoft Communications team continue to do in pushing the boundaries and sharing experiences in AI use. This recent survey post on LinkedIn highlights the fact that nobody has “all the answers” on AI use, but that we can all contribute to moving the industry forward.
At (W)right On Communications, we’re helping B2B and tech expert client partners like you navigate the evolving PR landscape—combining AI’s efficiencies with relationships and our deep industry expertise.
Ready to put AI to work—smartly—for your PR strategy? Let’s talk.
Author Larry Smalheiser is Vice President, B2B & Tech, at (W)right On Communications. Need help refining your media strategy, developing compelling thought leadership or positioning your brand as an industry leader? We can help! Call us at (858) 886-7900 or email info@wrightoncomm.com.
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