Practice
AI is a tool.
Communication remains a craft.
Research, analysis, evaluation: artificial intelligence speeds up much of communications work. But the core of PR remains a craft between people – built on trust that no model can generate.
2 min read · Philipp von Roeder
AI has arrived in PR work. In seconds you can map topic landscapes, trace how editorial teams evolve, structure statements. Ignore it and you work inefficiently. Overestimate it and you work carelessly.
In my own work I use AI wherever it genuinely adds value – in research, market analysis and pre-structuring content. It's an excellent sparring partner for thinking work, but a poor substitute for a conversation with a journalist.
Because public relations lives on relationships. Newsrooms want to know who stands behind a story, how reliable a source is, whether they can count on a statement. That layer isn't created inside a prompt but over time – in calls, coffees, critical follow-ups.
The decisive question isn't whether AI is used in PR, but where. For everything that has to be decided between people, people remain responsible. That is exactly where the value of a PR consultant lies – today more than ever.