7 Ways AI is Changing PR in 2025

Public relations in 2025 is undergoing a tech-driven evolution. According to Muck Rack’s State of AI in PR 2025 Report, three out of four PR professionals use AI in some form, a dramatic increase since early 2023. Top industry voices and agencies are weighing in on what this means for communications strategy. Their consensus is clear: AI is a potent enhancer of PR work but can never replace the human touch. 

As a PR practitioner who writes extensively about how AI is transforming countless industries, it’s a fascinating exercise to turn the lens toward how AI is transforming the discipline of PR itself. This article examines real-world case studies of AI-driven PR success and recommends best practices for integrating AI into PR while maintaining an authentic, strategic approach.

1. AI Automates 40% of PR Workflows — and Influences Messaging

Efficiency Gains:

• Tools like Meltwater and Brandwatch now scan over 15,000 news sources per minute to monitor brand sentiment in real-time. 

                                                    Source: Muck Rack’s State of AI in PR 2025 Report

                                         Source: Muck Rack’s State of AI in PR 2025 Report

See More: 10 Best AI Social Media Tools for Content Creation in 2025 [Free & Paid]

• AI-generated press releases can be tailored to individual journalists, boosting response rates by 41%. Edelman’s 2024 AI Landscape Report states that AI now automates 30% of media list curation, reducing campaign launch times from weeks to days.

                                             Source: Muck Rack’s State of AI in PR 2025 Report

According to Edelman's 2024 AI Landscape Report, the following tools excel in specific tasks.

Writing

• ChatGPT Enterprise: Ideal for detailed thought leadership content.
• Gemini: Excellent at quickly retrieving accurate web-based information.

Research 

• Gemini: Best for accurate external research from the web.
• Microsoft 365 Copilot: Great at leveraging internal enterprise-specific data.

Ideation

• ChatGPT Enterprise & Microsoft 365 Copilot: Highly effective at refining creative ideas and planning integrated campaigns.

Synthesis 

• ChatGPT Enterprise & Microsoft 365 Copilot: Efficiently summarize complex data into clear, actionable insights.

Beyond routine tasks, AI is influencing how executives communicate. Companies are adjusting language in earnings calls and investor reports based on AI-driven sentiment analysis—a trend that can affect both media coverage and stock prices.

Experts agree that while AI aids research and drafting, the “real work” of refining the message remains a human responsibility.

2. Predictive Analytics Make PR Smarter

Proactive Crisis Management:

• Meltwater’s AI tools detect emerging news stories up to 48 hours before they go viral, giving brands time to adjust messaging before crises erupt.
• Prowly’s forecasting models predict reputation risks with 82% accuracy. Additionally, Reddit’s AI search tools uncover hidden audience sentiments that traditional monitoring might miss.

The following image visualizes AI assistance levels in crisis management tasks, showing room for growth and strategic application.

                                                              Source: CIPR’s Humans Needed Report

This proactive approach allows PR teams to address issues early, reducing reputational risks.

Influencers such as Michelle Garrett and Frank Strong emphasize that AI is not only monitoring trends but actively shaping strategic decisions in boardrooms. Companies are fine-tuning their Diversity, Equity, and Inclusion (DEI) messaging based on AI sentiment analysis.

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Chatbots can improve customer satisfaction and increase efficiency, making them an essential link between public relations and AI.
— Amy O’Connell, MelanieCCareri.com

                                                      SWOT analysis of AI use in PR

                                                      Source: CIPR’s Humans Needed Report

The above image Highlights strengths (such as early detection capabilities), opportunities (strategic use in crisis scenarios), and threats like ethical or legal challenges, offering deeper context for proactive crisis management.

3. AI-Generated Content: Speedy but Imperfect

• Generative AI tools such as ChatGPT, Jasper, and Copy.ai reduce drafting time by up to 40% and can generate custom visuals using tools like DALL-E 5.
• Over 80% of PR professionals now use generative AI for ideation, research, and first drafts.

                                                      Source: Muck Rack’s State of AI in PR 2025 Report

• Despite its speed, AI-generated content often sounds formulaic. A 2025 Edelman study found that such content requires 47% more human editing to achieve the necessary emotional impact.
• Top influencers warn that while AI streamlines repetitive tasks, authentic storytelling remains the realm of human creativity.

                                                            Source: Muck Rack’s State of AI in PR 2025 Report

See More: AI in Content Creation: Challenges & How to Overcome Them

4. Video PR Enhanced by AI

• Platforms like Vimeo use AI to enhance video quality, offer real-time editing suggestions, and personalize content delivery. AI-generated video scripts automatically adjust tone and pacing for different demographics, increasing engagement by 27%.
• As video becomes a dominant medium, deepfake detection tools have become critical to ensuring that only authentic content circulates.

AI is making it easier for PR teams to create videos connecting with their audiences. For example according to Edelman AI Landscape Report  Runway’s Gen-3 platform lets users quickly create videos with consistent characters and styles, which is excellent for building recognizable brands. It also plugs directly into familiar tools like Canva, making the process smoother and quicker for designers.

Runway also takes steps to keep AI-generated videos safe and transparent, helping brands avoid problems with fake or misleading content.

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                                                        Source: Edelman's 2024 AI Landscape Report

5. AI in the Battle Against Disinformation

Fighting Fake News:

• AI-driven tools like Reality Defender AI and blockchain-based verification systems rapidly detect and debunk deepfakes and fake news.
• Platforms such as Reddit integrate AI search tools to track misinformation across online communities, flagging false narratives before they escalate.

Double-Edged Sword:

• While AI effectively counters disinformation, it can also inadvertently amplify fake content if not properly monitored. Experts stress the need for rigorous oversight.

                                                     Source: USC Annenberg Relevance Report

6. The Ethical Risks of AI in PR

AI isn’t without risks. For instance, IBM's recent study found AI sentiment tools misinterpret culturally specific language negatively about 18% of the time. Additionally, over half of PR organizations lack clear guidelines on ethical AI use, creating potential legal and reputational issues IPRA Guidelines.

Clear, well-defined AI policies are crucial to navigating these ethical dilemmas successfully.

                                        Source:  Muck Rack’s State of AI in PR 2025 Report

7. The Future of PR: Humans and AI Together

Hybrid Workforce Models:

Rather than replacing PR professionals, AI is enhancing their roles. Agencies like Weber Shandwick now employ specialized roles (AI Trainers, Ethics Auditors) to ensure technology complements human creativity, not replaces it.

• Influencers on CreativeBrief assert that the future belongs to those who blend machine precision with human empathy.
  
  

1. Agency leaders stress that while AI boosts efficiency, it cannot replace human strategy and creativity. As one CEO remarks,

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AI will streamline many processes, but it cannot replace the critical role of PR experts. Human expertise is essential to crafting authentic, bias-free narratives that resonate with audiences.
— Angélica Consiglio, Worldcomgroup.com

                                                Source: Muck Rack’s State of AI in PR 2025 Report

AI’s actual value lies in handling routine tasks, enabling PR professionals to invest more time in strategy, creative storytelling, and building meaningful relationships.

Case Studies: AI Success Stories

• Grubhub’s "Special Delivery" Campaign: Leveraged AI for influencer selection and campaign measurement, increasing brand loyalty by 54% and projecting substantial long-term revenue growth.
• McDonald’s "Sweet Connections" Campaign: AI-enabled translations strengthened family relationships across generations, significantly boosting brand sentiment nationwide.
• Klarna’s AI Transformation: Klarna integrated AI into marketing and customer service, saving $10 million annually and reducing marketing costs by 37%.

Practical Advice for PR Professionals Using AI

• Use AI for routine tasks but always maintain human oversight.
• Regularly verify AI-generated content for accuracy and brand voice.
• Maintain transparency with stakeholders about AI usage.
• Provide ongoing AI training and skills development for teams.
• Implement AI projects incrementally, evaluating effectiveness as you scale.
• Prioritize human connection and authenticity in communications.

Final Takeaway

AI is changing public relations rapidly. But despite these technological advances, PR’s heart remains human: strategic, authentic, and creative. PR teams that blend human expertise with AI-driven efficiency will thrive, building deeper trust and relationships.

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