In July, OpenAI announced that ChatGPT receives approximately 2.5 billion prompts from global users daily, with about 330 million of those coming from users in the United States, according to TechCrunch. AI tools have rapidly transformed public relations (PR) by streamlining tasks such as writing press releases and scanning headlines. While opinions differ, one thing is clear: it’s revolutionizing the industry.
For some teams, faster turnarounds, reduced labor costs, and increased output may be viewed as risks that could disrupt established processes or roles. In contrast, other teams see these same factors as opportunities for growth and innovation. This contrast highlights varied responses to AI’s impact on PR.
The ability to brainstorm, generate content, monitor brand perception, analyze sentiments, create media and influencer lists, identify target audiences, and forecast trends—almost effortlessly—is impressive. However, PR needs more than speed and productivity. Success depends on nuance, genuine human connection, empathy, and ongoing reputation management—areas where AI falls short.
Overreliance on AI in PR can weaken messaging, misread sentiment, and erode the human touch that is essential for building brand trust.
At R Public Relations (RPR), we see AI not as a dividing line, but as a tool that requires balance. As we become more comfortable adopting these tools, we must also remain mindful that they can’t—and shouldn’t—replace our essential roles.
AI Tools Don’t Understand Your Story.
From generic press releases to one-size-fits-all messaging, AI tools often produce repetitive, unremarkable, and formulaic results. These results lack depth—both emotionally and in terms of the brand. For example, if you asked ChatGPT to draft a release announcing a business’s opening, it might flow well and follow best practices. However, it would likely miss details that make the story unique and compelling. It might omit a company’s or location’s key background, its contribution to the community, or a thorough explanation of what customers can expect from the newcomer.
The result is technically correct, but easily forgotten—highlighting the difference between collections of information and truly memorable storytelling.
AI tools can struggle to decode sarcasm, nuance, slang, and jargon. This can lead to messaging being misread or misinterpreted. Worst-case scenario? The early signs of a crisis can be missed—or a crisis can be flagged when one isn’t actually present.
AI Tools Aren’t Built on Trust and Transparency
In simplest terms, humans read the room, but AI tools don’t. They can’t provide the human touch needed to tone-shift in real-time, pause messaging for sensitivity, or revitalize a story to suit the media landscape. AI also can’t remember the pet peeves and preferences of media contacts.
While AI can get your foot in the door, it can’t build the strong foundation of trust and transparency needed to establish a fruitful and lasting relationship.
AI Tools Aren’t Centered on Innovation
In the same way that AI tools are unable to effectively judge and analyze human emotions, they struggle to produce original thoughts and ideas—ultimately exposing an inability to innovate.
AI tools are trained solely on what has already been created, discovered, shared, or accomplished. In an industry that centers on creation and innovation as much as it does on data and bottom lines, this is a significant limitation. AI can help revise, compile, or summarize current information, but can’t produce memorable campaign slogans, groundbreaking media angles, or viral content ideas.
Creativity and impactful storytelling require time to develop. When AI is prioritized, productivity can overshadow original ideas and messages that fuel audience connection. This trade-off risks diluting what truly resonates.
AI is here to stay, but human connection and creativity are, too. When used responsibly, AI tools can be powerful allies capable of elevating a new generation of PR practitioners—and even of protecting the craft as a whole.
It’s safe to say that it’s OK to befriend our robot counterparts, as long as we acknowledge that our humanity is what makes us indispensable.
For more info on how our PR experts can help your brand succeed, contact RPR today.
