AI has emerged as a game-changer, infusing PR strategies with a dose of technological brilliance. In this blog, we’ll unravel the intricate relationship between AI and PR, exploring how this dynamic partnership is revolutionising the industry.

So… can AI take over your job? That’s the first question on everyone’s lips at the moment – and we can see why!

Recent articles such as this from PR Week reflect the specific thoughts of the PR industry. It’s interesting to watch the conversation on what parts of PR you can automate and what parts you shouldn’t.

The ultimate question is: can AI really replace PR workers?

The answer? Well, it’s complicated. And not necessarily in a bad way! You just have to consider what AI can actually accomplish right now – the advantages, sure, but also the many limitations. Remember, AI is still in its infancy stage of development. It’s still learning and growing in much the same way as any PR Account Executive early on in their career. By learning and doing at the same time, AI can become more efficient and achieve more complicated activities… but can it truly replace a job role?

Some of the benefits of using ChatGPT daily include generating ideas, conducting basic research from your prompts (which in fairness can be highly targeted) and creating content that should always be used simply as a first draft – there are bound to be errors or outdated information in the output.

Now let’s focus on what makes an excellent PR candidate:

  • Relevant contacts
  • Relationship management skills
  • Creativity

Can ChatGPT do any of that? Not really. Only someone with years of experience will have a long list of connections in their niche. Only someone who had been managing relationships with stakeholders will be able to manage and maintain those relationships. While ChatGPT is good for generating ideas, you should always fact-check whatever it tells you!

Therefore, it seems like while AI can be a useful tool in the arsenal of any PR person whether experienced or still fairly green, it is unlikely that ChatGPT will be taking over your job anytime soon. However, these things can change quickly, so keep an eye on the situation!

To finish this off, I thought I’d go straight to the source and ask ChatGPT itself what it thought of AI potentially taking over PR jobs. It summarised it’s point as the following:

“Overall, while AI will have an impact on the PR industry, it is unlikely to replace human PR professionals entirely. The human element of PR, with its creativity, emotional intelligence, and strategic thinking, remains indispensable in building effective communication and managing relationships.”

Do you think if I hadn’t told you that the above was AI-written, you’d be able to tell? Did you see that the first paragraph was written by AI?

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