How AI is Changing the Role of PR Agencies

With the proliferation of AI tools for PR, the PR industry is undergoing a change.  AI is increasingly being incorporated into automated PR tools and platforms, making it easier for non-PR professionals to attempt to take on traditional PR tasks themselves.  

While this may seem like a good idea to many, conducting your own PR without professional counsel is not without risks.  It is a bit like representing yourself in court without an attorney.  It can be done, but you might run into obstacles and challenges that legal counsel would know how to handle or head off.

Regardless, with the rising use of AI-based PR tools by non-PR professionals, the role of the PR agency is changing.  In the past, agencies have very often taken an “all or nothing” approach to their PR services.  A client either needed to use the agency for all its PR, either ongoing or for specific projects, or they wouldn’t take on the client.  But with the rise of AI in PR, an increasing number of clients are looking for a more hybrid approach to PR.  That is, they want strategic counsel from an agency or solo practitioner, but handle some or all of the day to day activities in house, with periodic counsel from their outside counsel.

At BYPR, we’ve long taken this type of approach with clients.  A key part of our business is the development PR plans that clients own, at a flat rate price depending on the client’s size.  Clients can either choose to implement the PR plans themselves, or have us work on specific projects.  That way, clients can get the strategic ideas from seasoned PR professionals, but keep costs down by handling some or all of the deliverables in house with quarterly reviews of their PR program by us.

Whether good or bad, AI is changing the role of the PR agency.  Using outside counsel strategically for a hybrid approach to PR is a growing trend, and one that can benefit both agencies and clients by marshalling resources where the expertise is needed.

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