Thanks to AI, PR client service is entering a golden age

AI is transforming PR by automating routine tasks, allowing agencies to spend more time on strategy, client relationships and creative counsel. Rather than replacing communications professionals, AI is increasing the value of the human skills that differentiate the best agencies.

The PR industry is often (unfairly) accused of hyperbole. But here’s one statement that’s a stone cold truth: our sector is right at the forefront of AI adoption. 

According to research from Cision, a staggering 91% of PRs have embraced generative AI, with the most common applications including idea generation (73%) and writing and content refinement (68%). 

AI is being used right now in agencies worldwide to automate routine tasks such as research and reporting and help PRs work faster. And this is just the start. As agentic AI takes off over the years ahead we can expect to see use cases proliferate and the profession become increasingly automated.

The role of humans in an AI world

But PRs, please don’t panic. Your jobs are safe. This is because although AI is great at driving efficiency, it can in no way replace the very human qualities that you bring to your work every single day. No deep human relationships, no client service; it’s as simple as that. 

Throughout my career I’ve learned that the best client-agency partnerships, the ones that last the longest and deliver the most impressive results, are founded on human and personal connection. This is because through great client service trust slowly builds between the client and their agency team. The former sees firsthand the judgement, passion, and commitment of the latter, and come to value their strategic counsel. Things, in short, get personal, 

AI is making this more, not less, true, for the simple reason that AI has levelled the playing field when it comes to tactical execution. Smaller agencies and solo practitioners can use generative AI to instantly draft press releases, build media lists, and handle routine monitoring. Once, these tasks required dedicated junior staff and usually accrued significant billable hours. By automating these daily tasks, AI largely removes the operational advantage that was once enjoyed by larger agencies.

Competing through service

Doing so, agencies must now compete in terms of strategy and trust. For the very reason that anyone can now generate a basic campaign plan or media pitch in second, the market is being inundated with AI slop. PR Agencies that stand out are the ones that do the human things that AI simply cannot. That includes building strong relationships with journalists and finding truly human angles for client stories. It also involves delivering the highest levels of customer service by really getting to grips with client needs and offering strategic advice based on that understanding. 

On some level, it’s like going on a date. When you speak to a client person-to-person it’s the perfect time to find out about them as human beings. What are their hobbies? What’s their family situation? What’s their favorite band? These titbits can only be surfaced through direct interpersonal communication – it’s stuff that AI chatbots simply won’t know about until you tell them. 

You can also learn about the likes and dislikes of your client from a professional perspective – whether they like to communicate via email or Slack, for instance, or whether they like to be called in the morning or afternoon. With information like this you can go beyond the transactional and build the rich, longstanding relationships that form the basis of strong PR programs.  

The human face of PR

Over the past decade, PR has changed almost beyond recognition. The most time-consuming tasks that once filled the days of junior employees can now be automated, and that is freeing up time for agencies to differentiate. For my money, firms that can balance using AI for basic operational tasks and humans for high-value strategy and deep relationship-building on a personal level will thrive. With tactical execution increasingly automated, teams can dedicate their time to helping clients respond to market challenges, providing the nuanced, creative wisdom that AI cannot replicate. 

Let me finish by indulging in a little hyperbole: for agencies that seize this opportunity, AI is ushering in a golden age of client service. That’s great news for clients, who will see better outcomes, and it’s great news for PRs, who can spend more time on rewarding work and less on tactical drudgery. So, here’s to the machines for making PR a little bit more human.