12/08/2026
AI has become a fantastic tool to support the PR function of any marketing team, but it does have limitations and should be used with caution in an industry where human relationships are critical to success.
Our PR Consultant, Laura Taylor has pulled together her top 5 do’s for using AI to help with PR tasks.
Laura’s first top tip - DO use AI for brainstorming:
When you’re stuck in a creative rut, AI is excellent for generating different headlines, storytelling angles, starting points and themes to explore, helping to drive creative thinking.
DO use AI to encourage journalist response:
If you’re sending a high-stakes, one-opportunity pitch email, test it first using AI. Ask AI to act as a cynical journalist bored of fluff and find out if your pitch is strong enough. Upload examples of content written by your target journalist or the publication your journalist works for; this allows the LLM to understand the kind of content that will catch their eye and can give suggestions to improve your pitch email.
DO leverage AI for scaling research
Summarise lengthy industry research papers, news and insights into bite-sized bulleted data that supports or enhances brand storytelling. Be mindful that LLMs are prone to hallucinating so ensure you double check the research before sending this to a journalist or publication.
DO give AI the tools to learn more about your brand
Upload openly available brand assets, examples of tone of voice and high-performing press materials to help LLMs ‘learn’ your brand. Treat it like an employee who needs to learn the business, and it will be more likely to provide ‘on-brand’ solutions when asked.
Laura’s final tip - DO use it to sharpen and repurpose content
Once a human has written a great core piece of content, ask AI to check the flow, structure and suggest ideas for repurposing it across all your social media channels (e.g. LinkedIn, Instagram). A member of your team should check all content to ensure authenticity and consistent brand voice are maintained.
Like any list of do’s, there are always some don’ts. To learn about Laura’s 5 don’ts when using AI for PR tasks: https://yourmarketingteam.co.uk/blog/using-ai-for-pr