In PR, there is a constant need for content, press releases, thought leadership pieces, social media posts, and more. Everything has to be on time, engaging, and strategic.
Generative AI (GenAI) has undoubtedly transformed how we approach content generation in PR, offering speed and efficiency like never before. Yet, despite its automation capabilities, AI-driven content generation still requires human expertise. After all, PR is not just about creating content; it’s about understanding nuances, managing relationships, and crafting narratives that align with brand goals and resonate with diverse target audiences. AI can assist but lacks the strategic thinking, emotional intelligence, and adaptability that only humans can offer.
Stepping into AI-powered PR
When I started incorporating Generative AI into my PR content generation tasks, I had no idea what the outcome would be. Would it produce thought-provoking content or produce bland, monotonous content? Would it be beneficial? Would I lose my creative edge if I over-used AI? Could my job be at risk?
The speed at which the content was produced was astonishing. Instead of spending hours on a press release, I could create one in minutes. AI even offered creative headlines. Blogging? Done in a jiffy. I felt as if I had an overzealous assistant who didn’t tire and was always ready to help.
The AI Reality Check
The realization then hit me —content produced by AI is efficient but lacks the human touch. True, AI-generated content was well-structured and articulated, but it was just too ‘clean’ in a way that made it clear a machine had generated it. When I tested AI-crafted pitches on journalists, it was clear they could spot the difference. A few of them even mentioned how they were being bombarded by AI-generated outreach content that all had the same lack of depth and authenticity.
Moreover, there’s an inherent risk of data bias in AI-generated content. Since AI models train on specific datasets, a PR piece on a new product or topic may unintentionally reflect only the company’s perspective, lack the broader industry perspective, fail to address wider audience concerns, or be misaligned with brand goals and narratives.
The purpose of this technology is to relieve us of tedious tasks, not to replace creative effort. AI can generate preliminary text, extract insights from reports, and even tailor messages based on previous exchanges. But the final output needs a human touch.
The Role of AI in PR Content Development
AI is used at various stages of PR content development, enhancing efficiency without completely taking over. In the research phase, AI helps by scanning and analyzing vast amounts of data to identify trends and key messages. During content creation, AI can draft initial versions of press releases, blogs, and social media content, saving time on structuring and formatting. For distribution, AI optimizes outreach by personalizing messaging based on recipient engagement. Finally, AI-powered analytics measure content performance, providing insights into how PR efforts resonate with audiences. Human oversight remains critical to ensure quality, authenticity, and strategic alignment.
The Risks of Over-Reliance on AI
After the initial euphoria, there is a shift in how people view AI-generated content these days. When Google started prioritizing human-written content, some businesses that had focused entirely on automating their content development processes saw a decline in their SEO rankings. Journalists routinely reject AI-generated pitches or content based on their experience or once AI detection tools flag them. Although AI in content development has changed the established industry norms, it is evident that its over-reliance carries risks.
Finding the Right Balance
In my opinion, the future of public relations isn’t about choosing between AI and human creativity—it’s about blending the two. I use AI for research, brainstorming, and structuring content, but I always add my touch – voice, humor, and insights. AI has evolved into a tool to improve and polish my writing process rather than replace it.
Moreover, AI is still limited to large language models (LLMs) to generate text and images, analyze data, and suggest ideas. As yet, it cannot navigate complex PR strategies and nuanced storytelling. AI is a powerful tool but cannot undertake 100 percent of the PR process. Human touch is indispensable in ensuring that PR efforts are data-driven, resonant, and impactful.
At its core, PR is about building relationships. Authenticity is the foundation of trust, whether with customers, journalists, or colleagues in the industry. And no matter how sophisticated AI becomes, only humans can truly deliver that.