Stay Ahead of AI’s Impact on Your PR Job

With AI advances continuing to dominate news headlines, you may be considering a career change—mainly because you don’t want to be the one explaining to your robot boss why you should still earn a paycheck. 🤖

But fretting over whether AI will replace your PR role is, in my opinion, unproductive. The reality is far more nuanced and, dare I say, promising.

In this article, I unpack how AI is shaking up the public relations sector and why professionals who adapt to this evolution will continue to thrive.

Boring Tasks ⬇️ | Creativity ⬆️

Let’s start with the million-dollar question: Will AI take my job?

The certain answer is that artificial intelligence will take those parts of your job you dislike anyway. Bonus.

You probably already record meetings and send transcripts or AI-generated notes to team members, relieving someone from the dreary and mundane task of taking minutes. Or perhaps you’ve started seeing your AI tool as a trusty sidekick who helps you think of ideas or supports you in exploring and researching campaign concepts.

Many PR professionals use AI to spark creativity. In fact, a recent Muckrack survey revealed tasks related to improving creative output as top AI uses among over 1,000 PR professionals in the U.S. 

These uses include:

• Ideating/brainstorming (82%)
• Writing a first draft (72%)
• Editing or refining draft copy (70%)
• Conducting research (59%)

Across sectors, AI is also eliminating many repetitive admin tasks—those tedious, time-consuming duties creatives prefer to avoid. For example, a tool like Julias.ai can assist communications professionals in gathering vast amounts of information, cleaning and summarizing data, provide real-time insights and creating sleek-looking data presentations.

On a more personal note, AI has been a lifesaver, especially when I’ve felt completely out of my depth. When I was recently asked to produce a policy document, AI-powered tools saved me hours of work. And, in February, I discovered another favorite tool, Perplexity.ai, started offering Deep Search. I can now do in-depth research or expert analysis of any topic in a flash. 

AI Agents Empowering Human Creativity

Another AI development that excites me is the option in OpenAI (for Pro users in the U.S. at first) to set an assignment to an AI agent. 

The Operator, as Open AI calls its first agent, subsequently scours the internet and returns with the requested task completed. Some examples of what the agent can do include:

• Completing online forms
• Ordering groceries 
• Making reservations 
• Helping people enroll in public services and programs, as OpenAI is piloting in Stockton, California

This new “agentic AI” approach focuses on developing systems that can function autonomously, self-correct when errors occur, and use reasoning to select the most effective method for solving problems.

Think of these soon-to-be-used AI-powered assistants as eager public relations interns who can figure things out on their own.

Does AI Think It Will Take Your Job?

Even though they’re becoming smarter by the minute, the Generative AI systems available today are designed to handle time-consuming, manual tasks and research rather than oversee and implement complex marketing or PR strategies.

In 2025, both humans and bots have an important role to play in PR. AI isn’t replacing public relations professionals’ jobs, it’s just helping them work faster and better—welcome news for companies with limited PR budgets and small teams.  

That said, it’s important to stay on top of the latest AI developments and use the available systems to enhance and amplify your PR efforts. It’s also essential to keep honing your creative, strategic, and social skills. These skills, which Generative AI can’t easily replicate, will pay dividends in years to come.

Cursor: A Case in Point

Cursor, the fastest-growing Software-as-a-Service (SaaS) company in history, provides a great example of how AI can enhance rather than replace human thinking. 

The Cursor team used AI to improve the productivity of their programmers, who initially might have been a little worried about their jobs. Instead of replacing them, AI empowered the programmers to focus on more complex, creative tasks, leading to increased efficiency and innovation.

In the context of PR, AI serves a similar purpose. While generative AI tools like ChatGPT and Claude can automate routine tasks such as data analysis, media monitoring, and content creation, they cannot easily replicate the strategic thinking, creative ideas, and human interaction that PR professionals excel at.

Straight From the Horse’s Mouth

Of course, no AI article is complete without asking the bots what they think. Here’s Perplexity and ChatGPT’s reassurances:

Perplexity: “While AI will undoubtedly change the PR landscape, it isn’t expected to replace PR professionals entirely. Instead, the industry will likely see a shift toward roles that combine human expertise with AI capabilities. PR professionals who adapt to this new reality, embracing AI as a tool while honing their uniquely human skills, will be well-positioned for success in the evolving field.”

ChatGPT: “PR involves a lot of creativity, emotional intelligence, and strategic thinking that AI hasn’t quite mastered. Relationship-building, media outreach, crisis management, and crafting brand narratives still require human intuition and personal connection, which is hard for AI to replicate. That said, AI can act as a helpful supplement to your work, streamlining repetitive tasks so you can focus on higher-level, more impactful work.”

AI at PR.co

AI systems are no longer synonymous with chatbots. ChatGPT and other large language models (LLMs) are now being used in combination with conventional software—and this, I believe, is where the real magic will start to happen. 

AI is increasingly becoming seamlessly integrated into existing software. For example, tools like Seamless.AI already integrate directly with popular CRM platforms such as Salesforce and HubSpot, and platforms like Zapier enable businesses to connect AI tools with other applications to automate repetitive tasks.

With these integrations, software platforms that were already powerful are now being supercharged. The built-in AI systems learn from users’ input and use existing data to reward them with powerful results and insights—every PR professional’s dream.

The PR.co team is also constantly working on AI integrations that help our customers work faster and better. Imagine freeing up more time for strategic, creative, or relationship-building work by tapping into an all-in-one, AI-powered PR platform. That’s exactly what you can look forward to when you partner with us.

Keen to become part of PR’s future? Let’s chat.