Accelerating PR Tasks with AI

AI isn't just a buzzword anymore — it’s a practical tool that’s transforming how PR teams get their work done. If you’re in communications, media relations, or reputation management, you already know the pressure: more content, faster responses, tighter budgets, and an ever-growing list of channels to manage. The modern PR landscape demands speed, precision, and creativity — all at once.

That’s where AI comes in.

From tracking real-time sentiment shifts to generating first drafts of content, AI can help communications professionals focus their energy on high-value strategic work by automating repetitive tasks and surfacing smarter insights. Whether you’re a solo comms lead or part of a large agency, using AI tools to enhance your workflow isn’t just about working faster — it’s about working smarter, with data-driven decisions, deeper personalization, and better measurement.

Here’s how AI can accelerate five core tasks across the PR workflow — helping you stay ahead, stay relevant, and deliver results that matter.

5 PR tasks AI can accelerate

1.     Media monitoring & sentiment analysis

   AI-powered tools scan thousands of sources in real time, surfacing relevant brand mentions, detecting sentiment shifts, and tracking competitor activity. This enables professionals to react quickly and proactively manage their brand’s reputation.

2.     Targeted media outreach & personalization

   
   AI can analyze journalist coverage and engagement history to suggest the most relevant contacts for a story. This can help professionals identify the best journalists for each topic or industry, and tailor their outreach accordingly. Personalized, data-driven pitches can improve media placement success rates, increasing engagement and response from journalists.
   

3.     AI-assisted content creation

   AI can draft press releases, social media posts, and blog content, accelerating production. While human oversight is necessary to ensure quality, creativity, and brand alignment, PR professionals can use AI-generated content as a foundation and refine it for brand consistency and audience impact. Here are some best practices: 

•   Use AI to draft outlines or first drafts.
•   Humanize content with storytelling and emotion.
•   Double-check for brand voice consistency.
•   Edit AI-generated content for accuracy and engagement.

4.     Research & fact-checking

   AI accelerates research by summarizing lengthy reports, identifying key themes, and verifying sources. This helps PR and Comms teams validate claims, ensure accuracy, and identify misinformation before publishing content.
   

5.     Measuring PR & media impact

   AI-powered analytics track media placements, engagement, and brand reputation in real time. These insights allow teams to quantify success, measure ROI, and refine communication strategies based on real-time data.

MORE: The Four Pillars for Media Intelligence, Explained

What AI tools should PR pros be using?

AI can be a powerful accelerator for PR teams — but only if you're using the right tools. Rather than piecing together a dozen different apps, focus on solutions that combine multiple capabilities into a unified experience. Here are three categories of AI tools worth considering:

• All-in-One PR Intelligence Platforms
  These platforms bring together media monitoring, sentiment analysis, journalist research, and performance tracking — all powered by AI. They help you stay on top of what’s being said, who’s saying it, and how it’s landing with your audience.
• Generative AI Content Tools
  Popular tools like ChatGPT, Gemini, or Claude can support early content development, from press release drafts to social media captions. When used with clear brand guidelines and human oversight, they can dramatically speed up your content pipeline.
• Research & Insights Engines
  This is where platforms like Nexis+ AI™ stand out. Built on the industry’s largest genAI-licensed dataset*, it offers tools and information tailored for PR workflows — including conversational search for fast and cited research, document analysis for surfacing key insights from lengthy content pieces, and first-draft generation for kickstarting content and report creation. It’s designed to help PR &comms professionals move faster without compromising quality or accuracy.

When choosing an AI solution, look for one that doesn’t just sound impressive — but fits how you actually work. The best tools should save you time, surface smarter insights, and help you deliver more value across every campaign.

MORE: How Generative AI is Transforming Efficiency in Communications

AI isn't replacing you — It’s working with you

The goal of AI in PR isn’t to take over your job — it’s to make your job faster, sharper, and more strategic. By handling the repetitive, time-consuming tasks, AI frees you up to focus on what PR does best: telling stories, building relationships, and creating impact.

To learn more about how AI can help PR & Comms professionals accelerate their workflow, check out our latest eBook: AI in PR & Comms: A Superpower, Not a Replacement.

*Based on reports December, 2024