Do AI-Generated Tools Work for PR?

​With the proliferation of AI, there has also been an increase in the number of AI-generated tools for PR.  Tools that offer to replace the need for marketing and/or PR personnel.

While we are a big proponent of tools that can streamline PR and marketing, you should consider very carefully if you are thinking about using them instead of professional counsel.  Tools can streamline the process, but without someone with the expertise about what works (as well as what doesn’t) your PR efforts can fall flat.  In fact, be counterproductive.  

The nose for news is what makes news reporters stand out.  It is the same for PR.  Just because an automated tool can write the words doesn’t mean they are the right ones.  Or just because a wire service says they can do it cheaper doesn’t mean they get your news out the same way that the legacy services can.  It is all about value added, not who can supposedly get it done in a fast, cheap way.  

After all, isn’t the purpose to get you news coverage that shapes your image?  Not to churn out releases or media pitches that no one cares about, but at a cheaper price.