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It used to feel like PR, an industry with a limited suite of specialized public relations technology applications, had fallen behind the tech curve. But, generative AI has reshaped this sentiment in the industry. Research conducted by Xenophon Analytics in October 2023, however, revealed that while 89% of PR professionals believe in AI’s potential to transform their profession, only 8% are using it daily, with 58% reporting occasional use and 34% never using AI at all. On the contrary, a poll by Ahref found that 80% of marketers had already adopted AI tools in their content marketing strategies, and KPMG found that 41% of CEOs plan to increase their investment in Gen AI in the next year.  

As we explore AI’s potential applications, PR practitioners must understand generative AI’s professional impact to retain a competitive edge and stay ahead of the curve.   

Elevating Quality and Consistency 

The use of generative AI in public relations technology provide numerous advantages that will revolutionize the profession: 

• Efficiency and Speed: Generative AI can quickly produce rough drafts of press releases, pitch notes, and PR strategies. These initial drafts are coherent and contextually relevant, allowing PR professionals to efficiently refine and finalize their content. 

• Crisis Management: Urgent situations require rapid communication, and generative AI offers quick turnaround times to draft essential documents based on proven crisis communication strategies.  

• Content Enhancement: Generative AI generates compelling copy that impactfully conveys intended messaging and requires minor edits. 

• Research Assistance: Generative AI transforms the way PR professionals handle data analysis. Instead of manually sifting through large datasets, generative AI streamlines research by generating summaries, insights, or key points from the datasets. 

Practitioners Strategic Partner 

Précis AI, builds generative AI platform for specific industries, the first being PR. Précis Public Relations offers a suite of PR-specific tools, that allow PR practitioners to automize tedious workflows and focus creativity and strategy. Précis’ technology addresses AI’s challenges, such as data security and privacy with a secure user Data Vault™, and will break down the barriers that have prevented AI’s adoption in PR. 

As CEO and 35-year PR vet David Fuscus points out, “Précis Public Relations’ beta test results have been remarkable, with users experiencing productivity gains of 50% to 70% on client deliverable work.”  

These substantial time and cost savings underscore the AI’s limitless potential in revolutionizing day-to-day PR work. Fuscus also emphasizes the importance of viewing AI not merely as an automated employee but as a strategic tool to collaborate with. 

AI’s impact on PR is imminent. PR professionals should race to adopt tools like Précis PR to leave the AI revolution unsurpassed and unscathed in the AI revolution.