Dos and Don’ts: Using AI in PR

AI has already started to transform industries of all sorts, and public relations — a long-time tech laggard — is no exception. It’s an exciting time for our craft; generative and predictive AI tools like PRophet are creating new opportunities for PR practitioners.

Nevertheless, leveraging AI comes with a responsibility to understand its capabilities and limitations. And as it continues to enter the mainstream, comms pros are still learning how to use AI in a smart (and safe) manner at work.

As you and your team navigate all things AI, dos and don’ts can serve as a helpful roadmap along the way. Read on to learn the top three dos and don’ts for getting the best out of AI in public relations.


· DO: Use AI to expedite time-consuming tasks.

o Building media lists, media monitoring, compiling reports and kicking off pitches are all areas where AI excels; tools like PRophet take this even further, allowing PR pros to customize multiple pitches in minutes. This grants professionals the precious gift of time, allowing them to focus on more valuable tasks such as strategic planning and relationship-building.

· DON’T: Expect AI to execute everything.

o While AI can bring unprecedented efficiencies to the workplace, human judgment in PR is irreplaceable. Using AI to mitigate grunt work is great, but don’t become a robot; keep your skills sharp and use AI as an enhancer rather than replacement.


· DO: Utilize AI for preliminary research and reporting.

o AI’s ability to quickly gather and organize information is shaping up to be an invaluable asset. Tools today can provide smart summaries and deliver more tailored responses than traditional search engines. In an era of information overload, AI’s ability to condense and present data can be a game-changer for comms pros and their stakeholders.

· DON’T: Accept all AI-generated information as factual.

o Of course, it’s crucial to exercise caution. While AI is adept at collecting data, the accuracy of the information should always be verified before publication. We’ve already seen tools like ChatGPT produce inaccuracies, and it’s likely this obstacle will remain present; vigilance will be an increasingly important skill for communicators in the age of AI.


· DO: Engage with AI to inspire creativity.

o The concept of AI assisting in the creative process might seem paradoxical, yet it’s an area where tech is making significant strides, seen through tools such as Midjourney. In addition to generating creative content, communicators can present their challenges to AI tools, unlocking fresh ideas and novel perspectives. AI’s ability to sift through vast amounts of information and identify patterns can also act as a catalyst for creative breakthroughs.

· DON’T: Become overly reliant on AI for ideas.

o When it comes to creativity, AI is great at sparking inspiration and providing starting points, but the final product must always contain elements of human touch. Releasing creative products devoid of humanity into the world goes against the tenets of our craft.

Love it or hate it, AI’s integration into our industry is a shift that cannot be ignored. The new wave of comms tech tools is already allowing PR pros to level up and embrace the role of the “communications engineer,” achieving greater results than ever before.

Following these three dos and don’ts, PR pros can make the most of AI while maintaining high standards of quality and professionalism. This balancing act can also be simplified by tapping cutting-edge tools like PRophet, the only generative and predictive AI-powered platform for PR pros, by PR pros. To explore the power of PRophet, log in at, request a demo or discover a pricing package that works for you.