AI and PR: The Tag-Team We Didn’t Know We Needed

Here’s the thing about PR in 2025: it’s messy. Content is everywhere, conversations move at the speed of social media, and brands no longer control the narrative. The days of carefully crafting the perfect story and pushing it out to an attentive audience? Long gone. Now, PR pros are navigating a noisy, user-driven world where their job is to cut through the chaos and connect.

Enter AI. Used well, AI helps PR professionals streamline their work, identify trends, and make smarter decisions. But let’s be real—it’s not all rosy. AI has also shown how easily it can go wrong, especially when used without enough oversight.

Let’s dive into how AI is reshaping PR, where it shines, and what happens when things go sideways.

The New PR Reality

Today’s PR landscape is a mix of chaos and opportunity. Here’s what you’re up against:

1. Content Overload: Everyone’s a content creator, and your press release is competing with TikToks, memes, and viral tweets.

2. Real-Time Conversations: Social media doesn’t sleep, so if you’re not ready to respond in real time, you’re already behind.

3. Distributed Influence: Brands no longer control the conversation—audiences and influencers do.
   

Michele Goetz from Forrester sums it up: “The AI reality is here. Firms are starting to recognize what it is and isn’t...and they are seeing the real challenges of AI versus what they assumed the challenges would be.”

AI isn’t magic, but when used thoughtfully, it’s a game-changer for PR pros looking to stay ahead of the curve.

How AI Is Transforming PR

1. Crisis Management That’s (Almost) Predictive

AI excels at helping PR pros handle crises with speed and precision. Here’s what it can do:

• Spot Issues Early: Sentiment analysis tools monitor millions of online conversations, flagging potential problems before they go viral.

• Draft Fast Responses: AI can generate initial statements, helping brands react quickly without going off-brand.

• Crisis Simulations: AI-powered tools create realistic scenarios so teams can practice responding to worst-case situations.
  

When It Goes Right: AI tools like Sprinklr’s Crisis Management Suite helped a major retailer detect a brewing social media backlash around product pricing. By flagging a spike in negative sentiment early, the PR team adjusted their messaging before the issue hit mainstream media, avoiding reputational damage.

When It Goes Wrong: AI isn’t perfect. In one infamous example, Microsoft’s chatbot, Tay, was hijacked by users who trained it to post offensive and harmful content, turning a PR experiment into a full-blown crisis. The lesson? AI needs guardrails, especially in public-facing applications.

2. Content Creation Without the Burnout

AI doesn’t replace creativity, but it’s a lifesaver for repetitive tasks.

• Automated Writing: Generative AI tools like Jasper or ChatGPT handle first drafts for press releases, pitches, and social posts.

• Hyper-Personalized Messaging: AI enables targeted content tailored to specific audience segments, making messaging more relevant.

• Dynamic Storytelling: AI can help create immersive, real-time campaigns using AR, VR, and other formats.

When It Goes Right: Gartner used AI to analyze IT spending trends and generate a press release that resonated with industry stakeholders. The result? Broader media coverage and increased engagement.

When It Goes Wrong: AI-generated content can backfire when it doesn’t match the brand voice or context. Remember when an AI tool was used to automate condolence tweets for a UK retailer? The result was a tone-deaf mix of corporate messaging and solemn news, creating a PR headache instead of support.

3. Media Monitoring That Actually Works

AI tools make it easier to track conversations and measure impact:

• Trend Spotting: AI can identify emerging topics or misinformation before they spiral.

• Sentiment Analysis: Know how your audience feels about your brand without reading every mention.

• Post-Campaign Insights: AI helps PR teams evaluate what worked and what didn’t, optimizing future campaigns.

When It Goes Right: IBM Watson’s PR analytics platform helped Unilever track media sentiment across global markets, providing data-driven insights to tailor campaigns for different regions.

When It Goes Wrong: AI can misinterpret sentiment if the data lacks context. For example, sarcasm or regional slang can trip up sentiment analysis tools, leading to misguided responses or actions.

4. Building Relationships Like a Pro

PR is still about connections, and AI tools make that easier:

• Personalized Pitches: AI like Muck Rack’s PressPal.ai tailors pitches based on journalists’ preferences and past work.

• Stakeholder Mapping: AI identifies influencers or potential allies you didn’t even know existed.

When It Goes Wrong: AI’s targeting can sometimes cross ethical lines. Using personal data without clear consent—or coming off as overly intrusive—can erode trust with journalists and stakeholders.

It’s Not All Rosy: When AI Misses the Mark

While AI offers incredible advantages, it’s not infallible. Here are a few ways it can go wrong:

• Tone-Deaf Responses: Automated systems can’t always pick up on nuance, leading to robotic or inappropriate messaging.

• Unintended Consequences: Poorly programmed AI, like Microsoft’s Tay, can create crises instead of solving them.

• Over-Personalization: Using too much data in targeting can come off as invasive and erode audience trust.

The Future of PR: AI + Humans

AI isn’t replacing PR professionals—it’s augmenting their capabilities. Here’s what’s next:

• Predictive Analytics: AI will anticipate trends, helping PR teams act proactively rather than reactively.

• Interactive Campaigns: Dynamic content like videos or live polls that adapt to audience engagement will become the norm.

• Enhanced Creativity: AI will push the boundaries of storytelling, but humans will remain at the helm to shape narratives that resonate.

Final Thoughts: AI Is a Tool, Not a Fix-All

AI in PR is like a hammer—it’s powerful, but it won’t build the house for you. It can streamline workflows, provide incredible insights, and even help manage crises. But it’s up to PR pros to guide how it’s used, ensuring it enhances—not replaces—the human touch that makes communications meaningful.

So yes, lean on AI to cut through the noise, but keep your eyes open to the risks. The best PR isn’t just efficient—it’s authentic, empathetic, and human. And that’s something no tool, no matter how smart, can replicate.

Now, let’s get to work.