It’s no longer a question of if AI is reshaping the PR industry – it’s how far the ripple effect will go. From predictive analytics and content creation to influencer vetting and crisis simulations, AI has burst onto the scene with both promise and peril. For some, it’s the dawn of a golden age; for others, it’s an existential threat. For most of us in the profession, it’s a bit of both!
We’ve seen this pattern before. The digital age disrupted how we communicate, social media redefined the role of the journalist, and now AI is quietly redrawing the lines once more. What was once purely strategic is now increasingly data-driven. Algorithms are helping us understand what journalists are likely to cover, when stories will resonate, and even the emotional tone that might land best with a given audience.
Take content creation. AI-powered tools like ChatGPT and Jasper are already drafting press releases, suggesting headlines, and generating pitches in seconds. That doesn’t mean the days of the seasoned copywriter are over – far from it. But it does mean the pace of delivery is changing. The smart agencies aren’t using AI to replace their teams; they’re using it to amplify their creativity, freeing up time for deeper thinking, sharper storytelling and stronger client relationships.
Media monitoring, once a slow trawl through coverage reports and clunky tools, has been revolutionised. Today, platforms can track sentiment across thousands of sources in real time, flagging potential issues before they escalate. It’s a game-changer for crisis comms. But it’s not foolproof. One well-known FMCG brand recently found itself at the centre of a reputational storm after relying too heavily on automated sentiment analysis, which completely missed the nuance of cultural backlash building online. The lesson? Human insight still matters.
AI is also making waves in campaign evaluation. The days of fuzzy ROI are numbered. Sophisticated models can now link PR output with consumer behaviour, showing us not just who saw our story, but how they responded. Whether that’s a click, a purchase, or a shift in perception. It’s the kind of insight we’ve long craved, but it comes with strings attached. The more data we collect, the more questions we face about privacy, consent, and transparency. If PR is about trust, we need to make sure our use of AI doesn’t quietly undermine it.
Then there’s the creative dilemma. AI can mimic, generate and replicate, but it can’t imagine. It doesn’t know why a quote from a CEO feels tone-deaf, or why one story goes viral while another sinks without a trace. The best campaigns still come from emotional intelligence, cultural literacy and instinct – qualities no algorithm can yet master. So yes, AI is a phenomenal tool. But like all tools, it’s only as good as the person using it.
Perhaps the most pressing challenge is the pace. Tech is moving faster than most agencies can adapt. It’s not just about onboarding new platforms, it’s about retraining teams, rethinking workflows, and rewriting playbooks. The agencies that will thrive aren’t the ones chasing every shiny new tool, but those that integrate AI thoughtfully, ethically, and always in service of the story.
So, friend, foe or frenemy? AI is all three, depending on how you use it. The future of PR won’t be about man versus machine, but about finding a balance. For those willing to evolve, the opportunities are just beginning.
At Prohibition, we believe in combining smart tech with even smarter thinking. Sound like your kind of approach? Let’s talk. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
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