Starting from zero: A fresh grad's take on PR in the age of AI
Entry-level PR used to mean first drafts, media lists, coverage tracking, and event support. Those reps built instincts. Now, software does much of that work in seconds. The ladder feels shorter just as newcomers are ready to climb.
The question isn't "Will AI replace PR?" It's simpler: "Where do we build judgment when the basic reps are automated?" That's the real gap-and it's fixable.
What AI takes, what humans keep
- AI is fast at: research packs, audience slices, first-draft press releases, pitch variants, monitoring, and basic analysis.
- Humans are needed for: timing, message-market fit, cultural nuance, trust, relationships, and ethical decisions under pressure.
A bot can suggest angles. It can't read a room in a crisis or carry a reputation on its back. That still sits with us.
The new entry-level: not gone, rewritten
Early-career roles won't vanish; they'll shift. Juniors will be asked to run AI well and add judgment on top. That means stronger critical thinking, adaptability, and emotional intelligence-using AI as an assistant, not a crutch.
The standard rises. So does the ceiling for people who can think clearly, move fast with care, and communicate like a human.
Build instinct without the old grunt work
- Daily POV reps: Write a 150-word take on one industry story. What it means for a brand, what to say, what to avoid.
- Red-team drafts: Ask AI for three angles. Pick one, rewrite it, and note your changes. You're training judgment.
- Reporter mapping: Build a beat list with notes on tone, recent pieces, and preferences. Draft two pitch lines per reporter.
- Crisis drills: Use prompts to simulate tough questions. Write the first 60-minute response plan and a holding statement.
- Shadow and log: Sit in on senior calls. After, write a decision tree: options considered, risks, choice made, why.
- Simple metrics: Set one hypothesis per campaign (e.g., "this angle will lift replies by 20%"). Check results. Adjust.
- Ethics checklist: Source verification, consent, tone sensitivity, privacy. Keep a bias log and fix patterns you see.
A practical AI-assisted PR workflow
- Brief intake: Summarize client goals and constraints in 5 bullets. Confirm before work starts.
- Research pack: Use AI for trend scans and competitor grids. Highlight what's actually useful for comms decisions.
- Angle testing: Generate 10 angles. Stress-test for risk, novelty, and fit. Keep 2-3.
- First drafts: Let AI produce the press release, pitch lines, and FAQs. Then edit hard for truth, tone, and timing.
- Media list: Start with AI suggestions. Verify every contact and preference manually.
- Monitoring: Set alerts for coverage and sentiment shifts. Flag issues early with a one-slide summary.
- Post-campaign review: Use AI to group coverage and pull quotes. You write the conclusions and next steps.
Keep a human-in-the-loop rule: no unreviewed AI output goes out, and no sensitive data goes in. For guidance, see the CIPR AI in PR resources.
How teams can onboard grads well
- Assign judgment reps, not just tasks: angle picks, risk calls, messaging trade-offs. Debrief in 10 minutes.
- Write the rules down: define acceptable AI uses, data limits, and approval steps in your SOPs.
- Use decision memos: one page that captures context, options, and reasoning. Build a searchable library.
- Reward signal over volume: prioritize clarity, correctness, and outcomes instead of sheer output.
- Pair work: senior-editor passes on AI drafts to teach tone, voice, and client expectations.
How grads can stand out-now
- Bring a micro-portfolio: a before/after AI draft with your edits and rationale; a crisis first-hour plan; a short coverage analysis.
- Show your process: a screenshot of prompts used, decision notes, and what you rejected (and why).
- Prove EQ: examples of stakeholder pushback handled well, tone-sensitive edits, or a message you softened with good reason.
- Own your principles: a one-page AI use policy you follow: privacy, consent, accuracy checks, and approval rules.
The human edge
AI can predict patterns. It can't carry meaning. PR runs on trust, timing, and cultural sense-things learned by doing and reflecting.
Use the tools to get to the work that matters sooner. Then put your head and heart on the line. That's the difference clients feel.
Next steps
- Pick one daily practice from above and run it for 30 days. Keep a simple log of lessons learned.
- Set up an internal "first-hour crisis drill" once a month. Rotate the lead among juniors.
- If you want structured upskilling, browse AI courses by job role on Complete AI Training.
The entry door has changed, but it's still open. Use AI for speed. Use your judgment for meaning. That mix is how you get hired-and how you get trusted.
Your membership also unlocks:
