Unsurprisingly, the democratization of access to and use of conversational AIs such as ChatGPT, Mistral, DeepSeek, Claude, or Microsoft Copilot is reshaping the press relations (PR) sector.
At the intersection of multiple corporate functions (communications, marketing, sales, personal branding, HR, etc.), the PR sector faces constant pressure, where urgency is the norm. The proliferation of communication channels, heightened competition, and the demand for personalized messaging are now part of the daily reality for PR agencies.
Naturally, conversational AI tools like ChatGPT and others are emerging as catalysts—true “acceleration engines”—that free up time for PR professionals to focus on higher-value tasks.
At StoriesOut, we have embraced the AI wave with a mix of skepticism and enthusiasm. Has it replaced us? Absolutely not. It has AUGMENTED us!
What Can Conversational AI Bring to PR Agencies?
Like all digital tools, artificial intelligences excel at automating repetitive tasks:
- Rapidly generating drafts for press releases, emails, or standardized responses.
- Streamlining research and monitoring by quickly identifying media trends or relevant angles.
- Analyzing press coverage and media impact from large datasets.
- Personalizing messages on a large scale with enhanced lexical precision.
- Quickly adapting content to cultural or linguistic nuances.
A Strategic Growth Hacker
Speed
The most immediate benefit is, unsurprisingly, the time saved for PR professionals. By taking over repetitive tasks, these tools allow PR teams to focus on high-value activities like creativity, positioning strategy, and building personal relationships with journalists.
Crisis Management
Conversational AIs are particularly valuable—if not indispensable—in managing media crises. Reducing response times is a critical factor for success, provided that the communication strategy remains consistent and the information shared is reliable. AI tools can be instructed to prioritize a specific narrative, exclude irrelevant angles, and integrate the latest data seamlessly. The result? Fast, relevant, and controlled communication.
Creativity Booster
Conversational AIs also unlock new creative opportunities for PR professionals. They suggest innovative angles or formats, helping maintain journalists’ interest. Additionally, they speed up brainstorming sessions for concepts or slogans, providing a fresh perspective in record time.
Scaling Up
Finally, these tools empower smaller agencies and freelancers, giving them access to high-level conversational and linguistic expertise without the need for costly resources. This democratization of capabilities levels the playing field.
Limits and Precautions
Let’s be clear: AIs are tools, and the technology is still evolving. The content they generate—whether for brainstorming, quick drafting, or accelerating research—must be carefully reviewed. Supervision and customization are essential to ensure authenticity and alignment with the client’s brand values.
Similarly, ethical and reputational concerns must be addressed. Using AI in professional environments requires transparency to avoid damaging the credibility or image of agencies or their clients.
Data ownership and confidentiality are also critical issues. For example, we must verify the sources used by these tools to produce content, ensuring the reliability of the information we base our work on.
Finally, some fear the dehumanization of the PR profession. At StoriesOut, we believe otherwise: relationships with journalists and clients remain at the heart of our work. No digital tool, however advanced, can replace intuition or the ability to detect subtle signals. Talent, experience, and inspiration 🙂 are uniquely human strengths!
What About the Future?
Integrating artificial intelligence into professional workflows is no longer optional. The future lies in sustainable cohabitation between humans and machines. PR agencies must now answer key questions to prepare for this shift.
- Skills Development: How can professionals effectively use these tools to maximize their potential?
- Workflow Integration: How can ChatGPT, Claude, and similar tools be integrated with analytics, CRM systems, or media intelligence platforms to create a richer PR ecosystem?
With thoughtful implementation, these tools promise exciting developments for the sector. For example, AIs will become invaluable allies in a hyper-reactive communication landscape. They can anticipate media crises through predictive analysis and deliver rapid, coherent responses by leveraging their vast data storage and processing capabilities, functioning like intelligent memory banks.
Conclusion
In our view, conversational AIs enhance the PR profession in tangible ways: faster content generation, near-instant press coverage analysis, tone detection, synthesis, and real-time identification of reliable sources.
It’s almost like the dream of every press officer: always finding the perfect angle and the evidence to convince journalists.
As with any innovation, these tools will help the best professionals shine even brighter—to the ultimate benefit of their clients.