Will AI replace Public Relations Specialists?

Many of your tasks are within reach of AI. The role will change, so it pays to act now.

Task exposure to today's AI

62/100

High exposure

This is the occupation's typical task mix. Your own score can be up to 30 points higher or lower depending on how you work: routine share, people contact, judgment and how much you already use AI.

Get your personal score

Will AI replace Public Relations Specialists?

Not entirely. Today's AI tools can take on about 62% of the typical work in this occupation, mostly: write press releases or other media communications to promote clients. The parts that stay human include: Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.; Respond to requests for information from the media or designate an appropriate spokesperson or information source.; Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill..

People who learn to use AI for the automatable parts keep the edge. The 3-phase plan below shows where to start.

Which tasks AI can take on

The largest tasks in this occupation, their share of the working week, and how much of each today's AI tools can do.

TaskAutomatable

Write press releases or other media communications to promote clients.AI already used 82%

Post and update content on the company's Web site and social media outlets. 80%

Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.AI already used 68%

Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.AI already used 65%

Respond to requests for information from the media or designate an appropriate spokesperson or information source.AI already used 53%

Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions. 40%

+ 12 more tasks (37% of the week) in the full test.

Your human edge

Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.

AI tools to try

ChatGPT / Claude for writing and ideasImage and video generators (e.g. Midjourney, Adobe Firefly, Runway)Editing tools with AI (Adobe, CapCut, Descript)

Related roles

A 3-phase AI learning plan

Phase 1

AI in your craft

Ideas, drafts and variations with AI.
Editing, retouching and transcription with AI features.
Keep your own voice and style; AI is the assistant.

Project

Draft one real press release plus 5 channel variations with AI, edit them back into your house voice, and log time versus your last manual release.

Phase 2

Faster production

Templates and workflows for repeat work.
Rights, licensing and disclosure of AI-generated material.
Quality control before publishing.

Project

Build an AI-assisted release kit (prompt templates, social calendar, media Q&A, disclosure and image-licensing checklist) and run 3 announcements through it, tracking hours saved.

Phase 3

Creative direction

Direct AI output toward a clear concept.
Offer services built on taste and judgment.
Build a portfolio that shows how you work with AI.

Project

Direct AI to produce a full campaign concept for one client objective — narrative, 10 assets, pitch angles — and publish a case study showing your prompts, edits and judgment calls.

Take the free 11-question test