09/21/2026
AI might be changing the way PR professionals work, but isn’t changing what makes good PR impactful.
Tools can help spot trends, dig through research and tackle routine tasks more efficiently, meaning communicators can spend more time on strategic thinking and client service.
But there are things AI can’t do: Build a relationship with a reporter, understand the nuances of a business problem, dream up an idea rooted in real human insight or tell a story with genuine heart.
AI may help us work smarter, but relationships, creativity and storytelling will always be at the center of PR. The tools will continue to change. The human element isn’t going anywhere.