Just a couple years ago, the extent of my AI usage was asking an early version of ChatGPT to help build my grocery list for the week. Fast forward to today, and AI has become a near-daily part of my professional life in public relations. 

Like many industries, PR is grappling with how to use AI in smart, strategic ways—and where to be cautious. Some professionals remain skeptical, and I get it. But I also believe that resisting AI entirely is a massive misstep—not unlike those who dismissed social media as a passing trend back in 2010. We know AI isn’t going anywhere, so let’s instead talk about how to use it well. 

Here’s a breakdown of where I see AI thriving in our field, where it still needs work and where we should hold the line. 

Where AI Works in PR

Smarter, Faster Media List Building 

At LCPR, we use Muck Rack, a best-in-class tool with impressive AI functionality that makes media list creation faster and more insightful. As we build a list, the tool uses AI to suggest additional, similar reporters or outlets. It helps us discover new contacts and avoid gaps—saving time and improving reach. 

Admin Efficiencies That Add Up 

Sometimes, it’s the little things. Asking AI to “write a discussion guide for a meeting about X” and getting a solid draft in 5 seconds saves me 15 minutes on an admin task. Multiply that across a week or a team, and it becomes a real productivity boost.  

In fact, in 2024, LCPR grew its earnings 19 percent without adding any new team members. While I’m in no way attributing that significant growth to AI rather than our truly dedicated and impressive team, I know that, personally, AI efficiencies relieved a lot of the administrative task burden that comes along with great growth, allowing me to focus on the more strategic (and enjoyable!) elements of my work. 

Creative Kickstarts 

AI can also be a great idea generator. Using AI as a brainstorm kickstarter or asking it some questions when ideas hit a lull helps us explore creative activations, copy options or event themes we might not have considered. A good AI idea can spark a great PR activation—but it’s always the team that refines and shapes it. 

Where the Jury’s Still Out 

AI-Powered Pitching 

Muck Rack and many other platforms offer AI-powered pitch and press release generators, along with journalist recommendations. It’s promising in theory, but in practice, I find it too impersonal. PR is still a relationship business, and sending out AI-written, non-customized pitches without prior interaction doesn’t reflect best practices. It might save time, but it risks your credibility with journalists and could do more harm than good. Perhaps with time and refinement, these tools will evolve to better meet this need, but for now I think personalized pitching is still the rule of the land. 

Research Tools – Hit or Miss 

We’ve experimented with using AI for background research. While it can be a helpful starting point, we’ve also gotten results that were flat-out – and shockingly – incorrect. That’s a serious red flag, especially when accuracy is critical. 

Why does it happen? AI models can “hallucinate” facts—confidently presenting something that sounds right but isn’t, and sometimes flat out making things up. This is especially true when it’s pulling from outdated sources, filling in gaps with assumptions, or interpreting ambiguous questions. It’s a reminder that research still needs human verification and critical thinking. 

Where Not to Use AI

Relationships Still Matter Most 

At our best, PR pros are authentic, transparent and highly personalized in how we communicate. That’s a gap AI simply can’t close. Whether we’re talking to a journalist, a stakeholder or the public, human connection matters—and always will in our industry. 

Crisis Communications Is a No-Go 

In moments of crisis, every word counts. Tone, empathy, context and timing are everything. This is not the time to automate. Crisis messaging must be human-led, carefully considered and built with full situational awareness—something no AI can replicate. 

The Ethical and Legal Minefield 

There are real risks when it comes to plagiarism, misinformation, data privacy and disclosure. Open-source AI platforms can retain and learn from what you input, which means client-sensitive or proprietary information shouldn’t be shared.  

And, while AI can generate ideas or drafts, passing off content as yours—or worse, unknowingly using AI-generated misinformation—can quickly cross ethical lines. In PR, where trust and reputation are everything, that's a risk we simply can't take. 

Final Thoughts 

AI is a powerful tool, and when used responsibly, it can elevate the work we do. It’s not here to replace PR pros—but to support us. The future of public relations is human-led, AI-infused. The key is to stay curious, stay ethical and never lose the human element that makes our work resonate. 

By the way, I used AI to help with an outline and early draft of this article, but refined it to use my voice, my examples and my experience. Could you tell? 

Kathryn Whitlock, APR, is a vice president at Laughlin Constable Public Relations. During more than a decade in public relations, Whitlock assisted a wide range of clients spanning the industries of retail, restaurant, development, construction, technology, entertainment, tourism, finance, private equity, architecture, manufacturing, agriculture and more. She has a breadth of experience with strategic planning, media relations, publicity, issues management, crisis communications, media training, thought leadership, news writing, community relations/CSR, influencer marketing, government relations and more. Much of this work has resulted in national and regional awards and recognitions.