The AI Effect on Public Relations: Insights from Microsoft’s Latest Study
Public relations professionals are facing a major shift as artificial intelligence moves into their field. A recent Microsoft Research study, analyzing 200,000 AI interactions, reveals which professions AI will impact the most—and PR stands out prominently.
Language and Communication: The Frontline of AI Impact
According to the study, interpreters and translators top the list of roles most affected by AI, scoring 0.49 on AI applicability. This highlights AI’s strength in language and communication—core skills in PR. Public relations specialists rank 23rd individually with a score of 0.36, covering over 275,000 professionals nationwide. More tellingly, the broader category of media and communication workers, which includes most PR roles, ranks first with a 0.39 score, impacting over 600,000 professionals.
This means PR professionals are at the center of AI’s influence, with AI showing clear capability in tasks that define their work.
Why PR Roles Are Particularly Exposed
The study identifies three key PR activities where AI performs notably well:
- Information gathering and research: AI handles data collection and analysis efficiently, which aligns with PR’s need to research media contacts, industry trends, and competitive landscapes.
- Writing and content creation: AI’s strength in writing is clear, with writers and authors ranking fifth in AI impact. Press releases, pitches, social media posts, and crisis communications are all tasks AI can assist with.
- Communication and relationship management: AI shows promise in advisory roles, supporting media relations and client counseling—though these areas also rely heavily on human judgment.
Seeing Opportunity in AI’s Rise
AI’s growing role doesn’t mean the end of PR jobs. The study notes a very weak link between AI impact and wages, indicating that AI won’t simply replace roles or cut salaries. Instead, it presents a chance for PR professionals to evolve by focusing on areas where AI can add value rather than compete:
- Strategic counsel: AI can draft content but can’t grasp complex stakeholder dynamics or provide nuanced crisis advice.
- Relationship building: Authentic connections, cultural understanding, and long-term trust remain human strengths.
- Creative problem-solving: PR challenges often require ethical judgment and creative thinking—areas where AI falls short.
AI Tools Already Shaping PR Workflows
Smart PR teams are adopting AI in practical ways:
- Media monitoring: AI tracks brand mentions, analyzes sentiment, and spots emerging issues early.
- Content personalization: AI tailors pitches and messages to fit specific audience segments and journalist preferences.
- Crisis response: AI assists in drafting responses, monitors social media sentiment in real time, and suggests strategies based on past events.
- Performance analytics: AI delivers deeper insights into campaign success, media coverage quality, and ROI measurement.
How PR Pros Can Respond Strategically
To stay ahead, PR professionals should take these steps:
- Use AI as an ally: Automate routine tasks like drafting and research to free time for strategic thinking.
- Build AI-resistant skills: Strengthen strategic planning, ethical judgment, relationship management, and creative problem-solving.
- Lead AI adoption: Become the go-to person for AI tools and policies within your organization, guiding responsible and effective use.
Join the Community Leading AI Integration in PR
PR professionals ready to take charge of AI integration can benefit from resources like the Complete AI Training platform and the Ragan Center for AI Strategy. These provide peer support, strategic tools, and ongoing education to help communicators adopt AI thoughtfully and effectively.
As Diane Schwartz, CEO of Ragan Communications, puts it, “AI is changing how we communicate and lead. Having a trusted community focused on learning and governing AI keeps human insight at the center.”
The Moment to Act Is Now
The Microsoft study confirms that AI’s impact in PR is already underway. The question isn’t if AI will change your role—it’s how you will respond. Those who embrace AI as a tool to amplify their strategic value will thrive. Tactical tasks may be automated, but human insight, creativity, and relationship skills remain crucial.
Your next move defines your career path: Will you lead AI adoption in PR or let it pass you by? The opportunity is yours to seize.
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