AI and the Future of PR: How Technology is Changing the Way We Work
It’s impossible to ignore how quickly artificial intelligence has crept into our everyday work. Whether it’s drafting a press release, pulling a coverage report, or spotting the next big conversation online, AI tools are already reshaping how PR gets done.
For agencies and in-house teams across the UK, that shift brings both excitement and a few understandable nerves. The question isn’t if AI will change PR; it’s how we adapt so it makes our work smarter, not colder.
The rise of AI in PR
Data on GenAI Usage by UK PR Professional - Credit: Muck Rack
According to Muck Rack’s State of AI in PR: UK report, around 69% of UK PR professionals are already using AI tools. Most say it helps them work faster (91%) and improves the quality of their work (75%).
Despite that, only 38% say their organisations have any kind of policy around AI use. So yes, people are experimenting; but many are still figuring out where it fits and how to use it responsibly.
How AI is changing the day-to-day
1. Writing and content creation
Most PR people have now used AI to get the first draft going. It’s handy for headlines, quotes, or re-framing a story for a different audience. It saves time, especially when deadlines are tight.
But AI doesn’t understand brand tone or context the way humans do. It can put words together, but it takes a professional to know what will actually resonate with stakeholders and audiences. The craft of good storytelling still sits firmly with people.
2. Tracking coverage and conversations
Tracking media mentions used to mean scrolling through endless tabs and spreadsheets. Now, AI tools can scan thousands of news sites, social posts and blogs in real time. They can even flag sentiment or spot early signs of a potential issue before it snowballs.
For PR teams, that means faster responses, smarter insights and stronger data behind every recommendation. It’s not about replacing instinct; it’s about giving it better information to work from.
3. Finding the right voices
Building relationships will always be the heartbeat of PR. But AI can take some of the legwork out of finding the right people to talk to. Instead of relying on old lists or guesswork, these tools analyse who’s writing about what, where their audiences are, and what they care about.
That said, no tool can replace the trust you’ve built with a journalist or the judgement you bring to a pitch. AI might point you in the right direction, but it’s still human connection that gets the story told.
What it means for PR professionals
As AI takes on more of the routine jobs; the admin, the data, the endless searching; PR people are getting time back to focus on the parts of the job that really add value.
Here’s what’s starting to change:
New skills: Understanding how to get the best out of AI tools will soon be as important as knowing how to write a great release or manage a campaign.
Better thinking: AI can help you brainstorm, but it can’t sense timing, tone or emotion. That’s where your judgement comes in.
Ethics and transparency: With data protection laws like GDPR and the reputation stakes so high, clear internal rules are essential. The CIPR’s ethics guide to AI in PR is a useful place to start.
Keeping the human touch: PR is, and always will be, about people. AI can support the work, but empathy, trust and relationships remain the foundation.
How to make AI work for you
If you’re still finding your feet with AI, start small. Test tools on internal drafts, media summaries or basic reporting before bringing them into client work.
Train your team so everyone understands both the potential and the pitfalls.
And be clear about how and when AI should be used — and when it shouldn’t.
The smartest PR teams aren’t the ones using the most technology; they’re the ones using it well.
The bottom line
AI is already part of PR; but it doesn’t replace the things that make our industry special. It can speed up tasks and surface useful insights, but it can’t replace intuition, creativity or relationships.
For UK PR professionals, the opportunity lies in balance: use AI for the heavy lifting, but keep the human heart of communications front and centre.
Because no matter how clever the technology gets, good PR will always come down to one thing; people telling stories that matter.
Written by Celine Abebe