AI in Public Relations: A Do’s and Don’ts Guide

Artificial intelligence is becoming a go-to tool in public relations, helping teams work faster and keep up with growing demands, even when time and resources are limited. When used well, AI can boost creativity and efficiency. When it’s not, it can quickly feel generic and even hurt credibility.

It’s also no secret that AI has caused some anxiety in the PR world, especially around job security. But AI isn’t here to replace public relations professionals. The reality is that the people who understand how to use it effectively will have the edge. AI can’t replace relationships, instincts, strategic thinking, or storytelling – but it can support them.

Whether you’re just starting to experiment with AI or looking to sharpen how you use it day to day, understanding the basic do’s and don’ts is key to using it responsibly and making it work for you, not against you. In this edition of Plain Talk, we’ll help you navigate what AI does well and how to use it in a way that still sounds like you.

Do’s for Using AI in Public Relations

DO use AI for brainstorming.

AI tools like ChatGPT and Gemini are great for getting ideas flowing. It can quickly spit out headline options, story angles, campaign themes, social copy variations, or interview questions, especially when you’re staring at a blank page or feeling stuck. Think of it as a creative jumpstart. That said, those ideas are just a starting point, not the finished product. The strongest concepts still come from human insight and a real understanding of the audience.

DO use AI to make research and analysis a lot less time-consuming.

AI can be a huge time-saver when it comes to research. It can quickly scan reports, track sentiment, spot trends, and pull out common themes from large amounts of information. These tasks would normally take hours, but with AI, they can be completed in minutes. This is especially helpful when you’re pulling together background research, competitive audits, or measurement reports. When used the right way, AI frees you up to spend less time digging for information and more time doing what matters most: interpreting what it means and turning those insights into a smart strategy.

DO use AI to handle the busywork.

AI really shines when it comes to the everyday tasks that take up more time than they should. Tasks such as transcribing interviews, cleaning up notes, organizing media lists, repurposing content for different platforms, or drafting internal outlines are all great uses for it. These are the kinds of tasks that are important but fairly low-risk, making them perfect opportunities to save time and boost efficiency, without giving up quality or control.

DO clean up anything AI writes.

AI can provide a solid first draft, but it should never be the final version. This is where PR pros really come in. Tighten the language, smooth the flow, add specifics, and adjust the tone so it actually sounds like your brand. Human editing is what turns a generic draft into a story that feels credible and worth sharing.

DO verify all facts and details.

AI can sound very confident, even when it’s wrong. It might invent a holiday that doesn’t actually exist, misstate a historical fact, or confidently present outdated or inaccurate information as truth. That’s why it’s critical to double-check everything before anything goes out, especially when sending to a reporter. Stats, quotes, dates, names, titles, links – everything needs a human review. In PR, accuracy is everything, and even small mistakes can quickly chip away at trust.

DO use AI ethically and transparently.

PR professionals have a responsibility to use AI the right way. That means respecting privacy, consent, and the truth, just like we would with any other tool. AI should support authentic communication, not mislead audiences or create something that isn’t real. Having clear internal guidelines also makes sure everyone on the team is using these tools responsibly and consistently.

DO get better at prompting AI.

AI isn’t magic – it’s only as good as the direction you give it. The more specific you are about tone, audience, and goals, the better the output will be. Treat prompting like any other PR skill: the better you get at it, the better your results.

DO explore and get comfortable with different AI-powered tools.

AI isn’t just for writing drafts. Many PR earned media and social media platforms now use AI to help you find the right reporters faster, track coverage more easily, analyze sentiment, quickly improve visuals and graphics, and spot opportunities you might’ve missed. There are also AI tools that can help tighten up grammar and clean up copy before it goes out the door. Taking some time to play around with these tools and understand what they’re good at and where they fall short can make your job a lot easier. The more comfortable you are with the technology, the more confidently and strategically you can use it, and that’s what helps you stand out as a PR pro.

Don’ts for Using AI in Public Relations

DON’T publish AI-generated content without editing.

Unedited AI writing usually gives itself away. It tends to rely on generic language, repeat the same phrases, and make big claims without saying much at all. That kind of content is easy for readers and reporters to spot and just as easy to ignore. Without a thoughtful human edit, it can make a brand’s communications feel impersonal, or worse, lazy.

DON’T rely on AI to define strategy.

AI can help surface insights, but it can’t replace real strategic thinking. Strong PR strategy comes from understanding relationships, timing, client goals, audience sentiment, and what’s happening in the industry – things AI simply can’t fully grasp. Those calls require experience and instinct, which is why strategy still needs to be led by humans.

DON’T make up quotes, data, or sources.

This is where AI can really get you into trouble. It might confidently spit out a quote no one ever said, a statistic that isn’t real, or a source that doesn’t actually exist. In PR, accuracy is everything, and even an unintentional mistake can damage trust with clients, reporters, and audiences. That’s why every quote, stat, and data point needs to be real, checked, and approved by a human before it goes anywhere public.

DON’T let AI dilute brand voice or messaging.

If everything you write starts to sound the same, AI is probably doing too much of the talking. Every brand has its own tone and personality, and that shouldn’t get lost. AI should adjust to a brand’s voice, not overwrite it or turn it into something generic.

DON’T overuse buzzwords and jargon.

AI loves safe, vague phrases like “innovative,” “groundbreaking,” and “thought leader.” It also tends to make press releases and pitches read more like feature stories than actual news. That’s where PR expertise really matters. Strong PR writing means thinking like a reporter – focusing on what’s timely, relevant, and truly newsworthy, and using clear, specific language instead of buzzwords that don’t move the story forward. When you’re pitching or talking to reporters, it should feel like a real conversation – not something overly polished that doesn’t sound like you. If it doesn’t sound like something you’d actually say, it probably doesn’t belong in the message.

DON’T overdo emojis.

AI tends to get a little emoji happy. While emojis definitely have their place, using too many can make pitches or emails feel less professional or out of sync with how reporters actually communicate. It’s also one of the quickest ways to make it obvious that a message came straight from AI.

DON’T ignore legal, privacy, or security concerns.

Not everything should be uploaded into an AI tool. Sharing confidential documents, embargoed news, or proprietary client information on unsecured platforms can create real risks. It’s important to be thoughtful about what data you’re using and make sure the tools you rely on align with internal policies and client expectations.

What This Means for PR Pros

When used with intention and care, AI can be a powerful asset in public relations. It isn’t here to replace the human side of public relations, and it isn’t here to replace you. But PR professionals who know how to use AI thoughtfully and responsibly will have an edge over those who don’t. When used the right way, AI creates more time and space to focus on what humans do best: building trust, telling meaningful stories, and creating real connections that actually matter.

Happy AI experimenting; just don’t forget to keep it human.