How to Pick AI Tools That Actually Improve Your PR Workflow

How to Choose the Right AI-Powered Comms Technology

AI tools are becoming essential in public relations, helping communicators draft press releases, predict media trends, save time, cut costs, and improve results. With so many AI solutions flooding the market, the real challenge is figuring out which ones genuinely enhance your work.

A recent industry survey found that 64% of PR professionals believe AI can enhance storytelling. But as AI adoption grows, it’s crucial to select tools that add real value to your strategy and workflow. Just having AI features doesn’t guarantee a good fit. Here’s a straightforward four-step approach to help you evaluate AI-powered comms tools effectively.

1) Does It Solve a Real Problem?

This sounds obvious, yet it’s often missed. Consider if the tool truly helps your team work faster, better, or more strategically. Does it address a real challenge in writing, pitching, reporting, or analysis? If the benefits aren’t clear, the tool might be solving the wrong problem or even creating extra work.

For example, AI-powered media outreach can analyze press releases, identify relevant journalist angles, and generate personalized pitches based on coverage history. That’s a clear advantage rooted in how PR functions. But if AI fails to understand the nuances of a journalist’s beat, it can produce generic or off-target pitches, risking relationships and adding cleanup tasks.

2) Is It Built to Integrate, Not Just Impress?

Some AI demos look fantastic but don’t deliver practical value because they operate in isolation. The best tools integrate seamlessly with your existing systems—distribution platforms, media databases, listening tools, and measurement dashboards. If you need multiple logins or jump between platforms just to get insights, the tool loses its usefulness.

Effective integration means you can view engagement data alongside release performance or track journalist interactions within your outreach dashboard. This connection speeds up decision-making and improves results.

3) Focus on Outcomes, Not Just Efficiencies

Saving time is great, but speed alone isn’t the goal. The true return comes from better media coverage, stronger brand alignment, increased trust, and insights that shape your decisions. Time saved is a bonus, but quality and tangible impact are the real measures of a tool’s value.

4) Does It Align with Your Strategy and Standards?

AI can boost speed, but without alignment, fast isn’t meaningful. You need control over tone, messaging, and direction. AI should amplify human judgment and creativity, not replace it. When people and AI work together, you get speed and scale along with creativity and context.

While AI can draft content or surface insights, only humans can craft stories that resonate and build trust. Skilled PR pros bring nuance, originality, and fresh angles that AI can’t replicate. This balance is key to effective communications.

Focus on Fit, Not FOMO

AI is changing how we work, but that doesn’t mean adopting every new tool. The aim is smarter, more connected PR workflows—not just more technology. If a tool cuts admin time and frees you up for strategy, explore it. If it adds complexity or confusion, it’s okay to pass.

Communications leaders should stay curious but clear-headed. The future favors those who prioritize alignment over hype.

For those looking to deepen their AI skills in communications, Complete AI Training offers targeted courses for PR and communications professionals.