28 Jul AI is changing the PR game, but humans still rule

The world of Public Relations (PR) is always in flux. Five years ago the idea that AI could write press releases or create targeted media pitches in an instant would have sounded more science fiction than fact. But, today, it’s a reality.

But here’s the thing, while AI reshapes how the industry ‘does’ PR, it can’t replace the need for accompanying human expertise.

AI is great as an assistive technology, but don’t fire your marketing team just yet – otherwise you’ll end up with comms equivalent of one of those food delivery robots – handy, fun to look at, but easily stuck on a curb.

AI’s growing communications influence

AI is clearly a game-changer with its ability to process vast amounts of data in seconds, speedily identify trends, and streamline workflows.

Prowly’s ‘PR Trends 2025’ indicates 74% of PR practitioners believe AI-powered tools are the future, with solo practitioners leading the way at 86%, showing how AI boosts efficiency and closes resource gaps.

Despite such impressive stats, AI doesn’t and won’t replace the core functions that primarily define successful PR: relationship-building, strategy, and authentic storytelling. Yes, AI can make our jobs easier, but it can’t replace the human element.

AI can draft a news release, but ask it to create a compelling, newsworthy story that resonates with the target audience and that’s where things begin to fall apart.

You’ll get a functional piece, but without the critical thinking and insight of a human PR professional. Artificial stories often lack relevance, creativity, and nuance. With machines you only get out what you put in.

Without, for example, the words from a real interview with a CEO or industry expert you end up with a truly forgettable message.

Moreover, AI cannot meet with clients, conduct responsive interviews, or get an in-depth understanding of a brand’s essence. It doesn’t have the emotional intelligence to navigate complex media relationships or make real-time adjustments in crisis management. These are the spaces where a PR pro shines.

The ethical side of AI in PR
As with any powerful tool, AI comes with its own set of ethical considerations. We think it’s crucial to use AI responsibly in PR, otherwise you’re in danger of being lazy, becoming a propogandist, and most importantly – setting your brand up for potentially irreparable reputational damage:

• Transparency and accountability: Always be upfront with clients and stakeholders when AI is involved in content creation.
• Bias reduction: AI systems should be trained with diverse data to avoid biased content. This is essential in maintaining ethical standards in PR.
• Human oversight: AI-generated content should never be published without human review. Accuracy, tone, and brand alignment are key elements that only a human can ensure.
• Data privacy and security: As PR professionals we handle sensitive information. AI tools need to comply with data privacy regulations to protect clients and their audiences.
• Authenticity: AI should never dilute the power of storytelling. While it can assist in generating ideas, real authenticity happens when PR professionals bring those ideas to life with human creativity.

AI and the human touch in PR

There’s no denying that AI is reshaping the PR landscape. It streamlines processes, enhances efficiency, and helps us make more informed decisions faster. But when it comes to crafting a compelling narrative, building relationships with journalists, and understanding the intricacies of a brand’s voice, it AI still can’t compete with the human touch.

At More Fire PR, we believe the future of PR lies in a perfect blend of up-to-date technology and expertise.

By harnessing AI to handle routine tasks, we can free up more time to focus on what truly matters: strategic thinking, creative execution, and maintaining meaningful relationships.

After all, AI might be able to outline a pitch, but only a PR professional can make it resonate with the right audience.

So, in 2025 and beyond, the PR professionals who thrive will be those who embrace AI as an invaluable tool, but never lose sight of the human expertise that makes great PR in action great.