PR in the age of AI: How to stand out when everyone sounds the same
The rise of artificial intelligence has transformed how we work in communications and public relations. From generating media lists to drafting press releases and analysing sentiment, AI tools have taken over the repetitive, time-consuming parts of the job. What once took hours can now be done in minutes.
But as helpful as AI can be, there’s a growing concern among communicators: if everyone is using the same tools to write and publish, what happens to the human voice? That part that makes messages real, emotional, and believable.
AI is changing how stories are told
Generative AI platforms can produce grammatically perfect, well-structured copy. They can even match tone, reference trends, and summarise complex data. In PR, this means faster media responses, better insights, and the ability to scale content production across multiple platforms.
Yet, the danger lies in sameness. The more brands rely on AI to write their stories, the more uniform their voices become. Journalists and audiences can easily spot generic, emotionless writing. They crave honesty and personality; things that no algorithm can truly replicate.
AI should therefore be viewed as a creative partner, not a storyteller. It can help communicators brainstorm, outline, and test ideas. However, the responsibility for connection still rests with humans.
Authenticity is the new credibility
Audiences today value transparency and relatability more than ever. Whether it’s a press release, LinkedIn post, or thought leadership article, readers can tell when something feels manufactured.
Authentic communication means writing with empathy, being open about challenges, and using real human examples. It means quoting people who actually did the work and telling stories that sound like lived experience, not marketing copy polished to perfection by AI.
As communicators, our job is not just to inform, but to help people feel something. That can’t be automated.
Strong media relationships still matter
Another truth often overlooked in the AI rush is the value of genuine relationships with journalists and editors. The media landscape is already stretched and now flooded with AI-generated press releases sent by people who may not fully understand how PR works or how to deliver a story properly.
Journalists can tell when a release was written by a bot. It lacks context, relevance, and that essential understanding of why the story matters. Having a real connection with the media, built on respect, credibility, and trust, is still the difference between getting published and getting ignored.
No AI tool can replace the intuition that comes from years of pitching, timing, and understanding what a newsroom actually needs. Relationship-driven PR will always cut through the noise.
Blending AI efficiency with human intuition
AI’s greatest strength lies in handling the heavy lifting: research, pattern recognition, and productivity. Used well, it allows communicators to spend more time thinking strategically and creatively.
For example:
Use AI to analyse media trends before pitching a story.
Let it summarise interviews or transcribe recordings, but write the final narrative yourself.
Ask it to generate headline options, then refine them until they sound authentically like your brand.
The goal isn’t to reject AI; it’s to use it intelligently, as a tool that frees up space for human insight.
The future of PR belongs to the human-centred storyteller
In a world where AI can generate thousands of words in seconds, trust becomes the ultimate currency. The communicators and brands that will thrive are those who use technology responsibly while staying deeply human.
Empathy, credibility, and curiosity will continue to matter more than speed or volume. These are qualities that cannot be programmed, only practised.
So, as we embrace AI in our daily work, let’s remember that every message still needs a heartbeat. The real power of communication lies not in how fast we can produce it, but in how deeply it resonates.
