The AI boom has officially hit PR. But it’s not replacing us—it’s reshaping us.
While our earlier conversation was all about whether AI could generate content for press releases and blog posts, it is now showing us something more nuanced: AI is pushing PR professionals to evolve into editors, curators, and strategists. We’re still the storytellers—but now, we have powerful tools doing some of the groundwork.
From Blank Page to Edited Draft
Let’s be real: staring at a blank document is time-consuming and draining. AI can take the pressure off by offering a first draft based on prompts, media inputs, or previous campaigns. But that’s where the real work begins.
We’re not talking about pressing publish on AI-written copy. We’re talking about bringing our judgment, ethics, tone, and local market understanding to the forefront. In fact, the most valuable PR skills today might be less about writing from scratch and more about editing with intention.
Where the Machines Help
Here are a few tools helping PR teams operate faster and smarter:
- ChatGPT: For early-stage drafts, content ideas, Q&A brainstorming, and summarising long content pieces.
- Grammarly: Not just for grammar—tone detection, clarity suggestions, and goal-based writing improvements make this a solid editing companion.
- Roxhill: Fully-integrated media intelligence suite. Features MENA and global media contacts and distribution alongside AI-enabled media monitoring and human-driven analysis and evaluation.
- Fireflies.ai: An AI meeting assistant that records, transcribes, and pulls action points from team or client calls.
- Midjourney: For PRs working closely with design teams, this tool helps create stunning AI-generated visuals for pitches, posts, and presentations.
Why This Matters More
In culturally diverse regions like the Middle East, where local nuances and reputational risks are high, AI will never fully grasp the subtext. The role of the communicator becomes even more critical—not just to spot inaccuracies or insensitivities, but to ensure stories resonate on a human level.
Use AI to sharpen your strategic edge. Let it handle research, repetition, and rough drafts. But own the story. Challenge the tone. Edit for impact. And most importantly—keep the human connection intact.
Because in PR, technology can speed things up, but trust still takes time.
