Source PR Shares Why AI Will Take Your PR Job If You Don’t Use It
PHOENIX, June 17, 2025 – The buzz around AI can feel overwhelming, especially for PR professionals trying to stay relevant without losing the human touch. Source PR urges communication specialists to rethink the narrative: AI won't replace PR, but those who know how to use it will gain a clear advantage.
AI doesn’t replace creativity or strategy—it enhances them. For modern PR pros, AI can handle time-consuming tasks like coverage reporting, media monitoring, and research. This frees up more time to focus on what really matters: crafting compelling pitches, building relationships, and shaping effective strategies that deliver results.
Source PR, founded in 2020 by Alexa Ablondi and Pamela Hubach, focuses on hospitality, lifestyle, and real estate brands across the U.S. “Clients come to us for our instincts, connections, and storytelling ability,” says Alexa Ablondi. “Machines can’t replace that. But if you don’t sharpen your skills and learn how AI supports your clients, someone else will.”
The agency has integrated AI into internal workflows and client services to make onboarding, account management, and brand awareness efforts more efficient.
How to Use AI Without Losing Authenticity
- Pitches. A great PR pro’s edge is how well they pitch. AI can help organize information but not replace your voice. Journalists can spot AI-generated pitches fast. Your personality sells the story, not a tool.
- Content Ideas. Every PR pro hits creative blocks. AI is a useful tool to expand on your original ideas and refine campaign angles that boost brand visibility.
- Data and Conversation Monitoring. AI analyzes media coverage, tracks trends, and monitors online conversations in real time. Using these insights helps you spot trends early, catch issues before they escalate, and identify coverage gaps. Ignoring these tools means missed opportunities and weaker brand performance.
- Onboarding and Account Management. AI speeds up onboarding and follow-ups without losing personalization. It helps summarize calls, send tailored onboarding materials, and track missing info before deadlines—making your day smoother.
People connect with brands that feel personal. AI should streamline daily tasks but can’t replace the core of PR: building authentic relationships. “From brainstorming campaigns to securing media coverage, PR is about people,” adds Pamela Hubach. “Technology and practices will change, but effective communication will always be human-first.”
For more about Source PR and their work, visit sourcepragency.com.
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