There was a time—not so long ago—when creating a solid PR strategy or deck meant bracing for long nights, numerous coffee runs, and endless revisions. I remember crafting a campaign plan, preparing for a client pitch, or conceptualising an event involved intensive manual work, drawn-out brainstorms, and hours of formatting. It was a craft built on grit, guesswork, and a generous helping of stress.
Then came AI.
Artificial Intelligence has entered the PR space not with a bang, but with a quiet revolution. What used to take days can now take hours—or even minutes. And the PR professional like me who once juggled ten open tabs, half a dozen documents, and a blinking cursor is now armed with tools that assist, anticipate, and accelerate.
Presentation decks, once a major time-sink, have become lighter work. AI-powered design and writing assistants now generate initial layouts, talking points, competitive summaries, and even design cues. PR plans, too, no longer begin from scratch. With the right input, AI can produce a working outline based on client objectives, market sentiment, audience behaviour, and even relevant news cycles.
Event concepts? AI can suggest thematic directions, simulate audience personas, and recommend interactive experiences based on past campaign data. Even strategy documents can now start with a baseline draft pulled together by machine learning algorithms scanning brand tone, performance metrics, and social trends.
This isn’t to say PR has become effortless—it hasn't. But the landscape has undeniably shifted. Instead of spending hours on mechanics, professionals now spend their time where it matters most: refining strategy, enhancing creativity, and deepening narratives.
But with this shift, a question inevitably emerges: if AI does so much of the foundational work, has something been lost in the process? Have we traded off effort for efficiency? And, more importantly, do clients feel short-changed when they realise part of their strategy or campaign was assisted by a machine?
The answer, increasingly, is no. Clients don’t feel cheated—they feel supported. As long as their goals are being met with intelligence, insight, and impact, they rarely care how the sausage gets made.
In fact, many clients welcome AI's involvement because they know it often means faster turnarounds, sharper insights, and broader thinking. What they value most isn’t how you built the campaign—but how well it performs. Efficiency isn’t seen as corner-cutting; it’s seen as smart resource management.
That said, trust must be maintained. PR is still a relationship business.
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