AI is changing the PR playbook

From concept to campaign, AI tools can help PR and communications professionals do a lot more with less.

Today I’m thrilled to dive in with you on some key ways AI is up-ending a huge part of the media ecosystem: public relations. Practicing good PR has always been about skillfully creating and adapting narratives in ways that will resonate what’s happening in the world, and AI promises to accelerate every part of that process — from identifying trends to drafting the content that aligns with them.

Christopher Allbritton’s deep dive on AI-augmented PR is an excellent overview of how to use AI to track public sentiment, craft media strategy, and monitor campaigns. If you’re intrigued and want to go even deeper, I’ve got just thing: The Media Copilot’s upcoming AI training course, AI for PR & Media Professionals, starting Feb. 4. It’s a six-week program that both teaches you the AI skills you need in 2025 and gives you the hands-on experience to ensure the knowledge is retained.

I hope you check it out, and if you want to enroll, use the code ADVANCE for a 15% discount. But don’t wait too long — the code expires on Jan. 15. —PP

How AI tools are redefining PR campaign planning and execution

AI tools are reshaping how PR campaigns are planned, executed, and measured. (Credit: Midjourney)

Another week, another up-ending of entire industries by artificial intelligence. But sometimes that’s not so bad. Take the PR industry: tasks that once took weeks of monitoring, spreadsheet wrangling, and manual outreach are now being reshaped by AI. The new tech is reshaping how campaigns are planned, executed, and evaluated, giving PR pros the power to analyze vast amounts of data, track sentiment in real-time, and make better decisions.

Picture this: every mention of your brand or campaign online is at your fingertips. You can instantly gauge the tone of those mentions and adjust your messaging in real-time. AI-powered tools are turning this into reality, streamlining PR workflows with precision and efficiency. From natural language processing that deciphers trends in public sentiment to predictive analytics that anticipate campaign outcomes, AI is quickly becoming an essential tool for PR professionals aiming to maximize their impact and demonstrate ROI.

Let’s consider the example of promoting Newark, NJ, as a tech hub. (Full disclosure: I have consulted with a PR firm promoting Newark on this issue, so I have a pretty good idea when the AI is making stuff up or getting it wrong. To my knowledge, the PR firm did not use AI in developing this campaign.) This campaign seeks to position Newark as an affordable, resource-rich destination for high-tech startups, competing with nearby cities like Jersey City and Brooklyn.