Walk the Talk

Is AI the key to smarter PR firms?

Technology has always impacted the public relations industry. 

Two big tech changes were the shift from traditional to digital media and the social media revolution. 

Artificial intelligence — AI powered technology — is another tech tool with the potential for effective, more efficient and data-driven communications by using existing data to create content.

Despite AI’s impressive capabilities, it is not a replacement for human intelligence.  The human element in PR is invaluable.

PR pros bring deep industry knowledge and understand how to craft a message and tailor it to resonate with specific journalists and publications. These are skills that require human judgment and interpersonal capabilities. 

Smart PR firms understand the benefits and the risks of AI technology — authentic and relatable storytelling is what sets humans apart from machines. 
 

“AI won’t replace humans, but humans using AI will replace humans who don’t.”