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.
