Recently, AI has been touted as a tool for PR, including content creation such as press releases. While AI has beneficial uses for PR, content creation isn’t one of them and here’s why.
Because, just like journalism, you need a nose for the news. Or, more simply put, you need to have the instinct (and skills) to move the media and your other target audiences, such as investors and customers, with your writing. This type of storytelling cannot be created with AI; it is a talent.
The same is true with PR agencies. While all agencies say they can write a press release or contributed article, the results can be wildly divergent. We’ve seen this happen time and again. It is not just a matter of “writing” a release; it is a knowledge and understanding of what works (or doesn’t work) with the media, along with the talent, to tell the client’s story. Not all journalists are the same; not all of them have the skills to write for The Wall Street Journal or report for the national TV networks. Similarly, not all PR agencies have the same skill sets to make a news release or article stand out. You may get something that is competently written perhaps; but it might not be what stands out.
AI offers great potential in many situations for PR. However, with press releases, articles and other PR content creation, AI can’t replace humans and the unique “nose for news” that good PR practitioners can bring to the table.