What will PR look like with AI?

I had a great conversation with another PR yesterday. It was an interview for their clients' publication. I've become a new customer for their client and they wanted to grab a testimonial and case study.

Let's use this example to highlight feature of PR:

• promotion
• research
• writing
• engagement
• outreach

That's naming just a few facets of what PRs do daily.

Going back to my conversation ... we briefly chatted about AI and how clients are relying on Chat GPT. We agreed how we're still having to guide and curate since generic copy just won't cut it.

If the majority are leaning on copy churned out by an AI, won't everyone's copy start reading and sounding the same? Will you stand out?

Let's reflect on how AI would automate and generate the features I've listed above:

• a plan for promotion perhaps but we'd have to tailor it to our clients up-to-date activity and need; and of course we'd have to execute on the promotion ourselves
• research can be a useful delegation to AI but as a post-grad 'mature student' I can say with some authority that conducting your own research is more reliable as you'd still have to verify AI sources and summaries
• as a writer I'm not entirely convinced on the dependence on AI writing - it's lacking in tone of voice and connection
• engagement especially with stakeholders might benefit from some AI mapping but as a systems thinker, I'd have to rely on my own intuition and skills of connection
• outreach can once again like other areas utilise AI to plan and flesh out strategies, and agents can of course be installed, however in PR a relational style is required - especially when you are the socalled advocate and representative for your client and their brand

This is an evolving space and I've love to hear your thoughts 😄