Six Do’s and Don’ts for Using AI In PR

AI is changing the way we do business, including PR.  Here are our six do’s and don’ts for effectively using AI in your PR:

• Do use AI to help you in your research identifying media targets.  AI can dramatically speed up media research, particularly with top target media 
  
• Don’t expect AI to accurately put together a complete list of your top targets or to provide a full media list for you.  AI can help speed up the research for both of these, but you’ll need to do additional work.  And even with AI, there is no substitute for the expertise of experienced PR counsel or a good media contacts database in making sure your news gets in the right hands of the right people
  
• Do use AI to help track media coverage
  

• Don’t assume AI will give you a complete picture.  It is, at best, a tool for speeding up research, not providing complete results  
  
• Do use AI to as springboard for content ideas for writing if you need to
  
• Don’t use AI written content.  At best, AI generated writing is average, and with PR you want to make your news, company or product stand out from the competition, not sound average or like everyone else.  If you need help in starting your press release, pitch letter or article, use AI to generate a draft - and then write something completely different
  

As AI increasingly becomes an integral part of business, PR is becoming more important than ever before.  According to recent industry research, 85 percent of links cited in AI responses come from earned media such as what is generated by PR.  Follow these tips, and you will be on your way to making sure you and your company are cited!