Embracing AI Tools in PR: The Key Role of Relationship Management
Over the past year, the emergence of AI tools has stirred concerns among PR professionals, with the advent of ChatGPT raising particular apprehensions. The ability of AI-powered tools to generate press releases, media statements, and other PR materials in a matter of seconds can be intimidating. Personally introduced to the app by my boyfriend, it was during a team away day that I truly grasped its potential and relevance to my professional life as a journalist and PR consultant.
Rather than succumbing to these fears, I propose a different approach. Instead of fixating on AI’s content generation capabilities, PR professionals should prioritize and perfect the skills that cannot be replicated by AI tools—namely, relationship management.
Relationship management has always played a pivotal role in the PR and communications industry. Throughout my PR career, I have witnessed the significant impact of cultivating strong relationships with key journalists in securing media coverage. While ChatGPT excels in content creation and information retrieval, it lacks the capacity to establish genuine connections and build relationships with journalists and stakeholders—a role that remains indispensable for PR practitioners.
To adapt to this evolving landscape, I suggest shifting the focus from traditional PR skills like press release writing and embracing the teaching of relationship management skills. Rather than wasting time perfecting skills that AI tools can arguably accomplish to a high standard, PR modules and courses should emphasize relationship management theory.
Instead of viewing AI as a threat, we should harness its potential to save time and improve efficiency in mundane daily tasks. Reflecting on my own professional journey, I have found ChatGPT to be a valuable complementary tool. I utilize it to assist in crafting professional emails—an area where I have admittedly struggled in the past.
Mark Stringer, founder of PrettyGreen, highlighted in his PRWeek article ‘AI: PR’s friend or foe?’ that AI tools can ignite creativity and enhance strategic thinking—a sentiment I have personally experienced. When grappling with generating captivating headlines, I have used ChatGPT to stimulate brainstorming sessions. However, I do not rely solely on the tool’s suggestions. Rather, exploring a range of automated headlines sparks my creativity, leading me to develop my own unique headlines and creative ideas.
The crux lies in refining the skills that differentiate us from AI technology instead of shying away from it. Whether we embrace it or not, AI technology is an integral part of our industry’s future.
Lateefah Jean-Baptiste, a stories manager at Friends of the Earth and a freelance journalist and PR consultant, believes that adopting AI tools while sharpening relationship management skills can lead to a more effective and creative PR practice.
