Generative AI is reinventing the working word. It’s no different for us in PR.
But we can’t forget what the “R” in PR stands for—and the fact that no matter how sophisticated an AI algorithm might be, grinding out the biggest PR wins often boils down to the art of relationship building. When it comes to fostering trusted relationships, AI doesn’t hold a candle to good old-fashioned shoe leather.
That doesn’t mean that PR pros can ignore AI. In fact, they’ll be wise to embrace it everywhere they can—because the news industry is doing the same. That means using it to help build media lists and conduct research, but it also means changing the very way we create content. We aren’t writing solely for a human audience anymore.
In this article, our Principal, Lora Kratchounova, discusses how GenAI is changing the game in public relations and ways that businesses can leverage it to upscale their PR programs for an AI-powered news landscape. Read the article on Forbes.com.
