The rise of artificial intelligence (AI) is transforming the way we live, work and communicate. For PR professionals across the UK, AI is no longer just a trend; it’s a tool that is rapidly becoming embedded in day-to-day operations. From drafting press releases and analysing media sentiment to streamlining workflows and generating creative ideas, AI promises speed, efficiency and scale.

But here’s the reality: while AI can enhance how we work, it cannot replace why we work – the need to build meaningful, credible and human connections. The future of public relations isn’t about choosing between human creativity and machine capability. It’s about striking the right balance.

Don’t lose the personal touch

In PR, relationships are everything. Journalists, clients, stakeholders and the public all respond to content that feels genuine. AI might help you draft a message faster, but it won’t instinctively understand context, emotional nuance or timing. An AI-generated press release may hit all the right keywords but miss the spark that turns information into a compelling story.

Human input ensures communication feels real, not robotic.

Write like a journalist, not a bot

A key skill in public relations is knowing how to write in a journalist’s tone of voice – concise, accurate, engaging and newsworthy. While AI tools like ChatGPT or Grammarly can tidy up grammar and help with structure, they often lack editorial instinct. They don’t know which angles will resonate with a busy newsroom or how to navigate media cycles.

Crafting content that’s media-ready still requires human insight. PR professionals need to think like editors, not just content generators.

Check sources

One of AI’s biggest risks is hallucination – confidently generating false or misleading information. AI doesn’t inherently know what’s true; it generates content based on patterns and probabilities. That makes rigorous fact-checking and source validation more important than ever.

PR professionals have a duty to ensure accuracy, especially in regulated industries or high-stakes moments. Automation can speed things up, but it’s our responsibility to apply professional scrutiny before anything goes public.

Stay grounded with it

With great tech comes great responsibility. AI models reflect the biases of the data they’re trained on. Without human oversight, this can lead to tone-deaf messaging, diversity missteps or reputational risks. Ethical communications require inclusive thinking, cultural awareness and sound judgement – qualities AI doesn’t possess.

The CIPR and PRCA have both raised important points around transparency and governance in AI use. We must use these tools responsibly, and that means putting human ethics before algorithmic ease.

Use AI to elevate brilliant PR ideas

Rather than seeing AI as a threat, PR professionals should view it as a co-pilot. Let it handle repetitive tasks like media list building, first-draft creation or sentiment monitoring – freeing you up for the work only humans can do: strategy, storytelling, stakeholder engagement and creative problem-solving.

The most successful PR teams will be those that combine the best of both worlds: human intuition powered by AI insight. AI is not going away. But nor should the core skills, values and human understanding that define great PR. The future is not about handing over the reins to machines; it’s about
learning how to use them wisely, responsibly and strategically.

Because at the heart of public relations is something no AI can replicate – trust and authenticity.

These days you may hear the call that ‘email is a dead channel’, but the opposite is true. There are more people currently using email than there are on social media – and it’s estimated that half of email users spend between 10 – 60 minutes each week browsing marketing emails. By tailoring your messages to specific segments of your audience, you can significantly improve open rates, CTR, and ultimately conversions. Here’s a guide for you on how to get started in segmenting your email audience.

Desired Outcome

The first step in email segmentation is defining your desired outcome. This means understanding what you want to achieve with your email campaigns. Are you looking to increase sales, improve customer retention, or boost engagement? Your goals will dictate how you segment your audience.

For example, if your goal is to increase sales, you might focus on segments that include high-intent buyers or past purchasers. If you aim to boost engagement, you might target segments based on past interactions with your emails​.

Basic Customer Information 

To effectively segment your audience, you need to gather and utilise available customer information. This can include:

• Demographics: Age, gender, income level, education, occupation, etc. Segmenting by demographics allows you to tailor content that resonates with specific groups. For instance, students may be interested in budget holiday deals while an older audience may be better suited for all-inclusive or cruise options. ​ 
• Geographic Location: This is particularly useful for businesses with location-specific offerings, like an events organisation. You can send location-based promotions, adjust your content for regional events, or even account for different time zones​​.

Previous Customer Interactions

Analysing previous customer interactions can give you a great insight into how interested in your products or services a customer is, and where they may be on their buyer journey. Very few people buy something with no previous interactions with the brand they are buying from. Some indicators of a good customer to target are:

• Email Engagement: Track who opens your emails, clicks on links, and converts. You can create segments based on engagement levels, such as highly engaged users who open most of your emails and less engaged users who rarely interact with your content​.
• Purchase History: Segmenting by purchase history allows you to identify loyal customers, frequent buyers, and those who haven’t made a purchase recently. This can help in crafting specific messages to re-engage lapsed customers or reward loyal ones​.
• Abandoned Cart: If you have a cart function, you should be able to access data on users who have users who have added items to their cart but haven’t completed the purchase. Sending reminders or incentives to complete the purchase can help recover these potential sales​.

Purchase Intent

Understanding purchase intent can help in creating segments that target potential buyers effectively. This includes:

• Customer Journey Stage: Identify where customers are in their buying journey. New leads might belong in a segment that you send more informational content to, while those closer to making a purchase might benefit from a demo or a discount offer​​.
• Browsing Behaviour: Use data on what products or services customers have shown interest in. For example, if a customer frequently visits a specific product page but hasn’t made a purchase, you can target them with a special offer or more information about that product​​.

Additional Considerations

Besides the primary segments, consider additional factors like:

• Seasonal Behaviour: Some customers may only purchase during specific times of the year, such as holidays or back-to-school seasons. Segmenting based on seasonal behaviour can help in targeting these customers at the right time​​.
• Technology Usage: Segmenting by device type or email client can help optimise email design for better readability and engagement​​.
• Opt-in Preferences: Respecting how often subscribers want to hear from you can reduce unsubscribe rates and improve engagement. Some subscribers might prefer daily updates, while others might only want weekly or monthly emails. Segmenting based on these preferences ensures that your audience receives content at a frequency they are comfortable with​.

By using these segmentation strategies, you can create more personalised and effective email campaigns that resonate with your audience more and can help move your customers along the path to purchase.