AI and Human Touch: How to Use Both in PR
Speed and precision have become critical in Public Relations. With tighter deadlines, faster media cycles, and journalists flooded with pitches, standing out requires more than just quick writing.
Journalists get hundreds of pitches every week, but only a few match their interests and current news trends. This creates pressure on PR professionals to be both fast and relevant.
Pitch Within Seconds
AI tools like ChatGPT step in here, drafting, summarising, and even suggesting pitches in seconds. AI can produce first drafts quickly, help brainstorm campaign ideas, and adjust messaging for different platforms and audiences. It cuts down hours of writing to minutes, letting PR pros focus on strategy and building relationships.
Relationships: The Currency in PR
But relationships remain the core of PR. Journalists want more than grammatically correct press releases. They value stories that fit their editorial style and interests, pitched by PR people who understand their work and readers.
AI can’t know a journalist personally or remember their subtle preferences built over years. It might know a journalist covers tech trends, but only a human will know if they prefer real-world case studies over generic announcements.
The best results come when AI handles the heavy lifting — gathering stats, drafting outlines, polishing language — while PR professionals add insider knowledge, empathy, and relationship insights. This combination creates pitches that feel personal and intentional.
The Future of PR
PR is not about replacing people with machines but about empowering professionals to use AI effectively. AI will improve at mimicking tone and style, but it won’t replace the trust built over years with journalists or the instinct for what stories resonate.
Algorithms don’t open emails—people do. AI can craft words perfectly, but only humans build trust. The most effective PR pros blend AI’s speed with human authenticity and intuition. That balance keeps PR relevant.
For PR and communications professionals looking to enhance their skills in AI, exploring practical courses can provide useful guidance on integrating these tools effectively. Check out Complete AI Training’s latest AI courses for focused learning on AI in communications.
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