Public Relations (PR) is essentially a very human activity. Yes, you can automate aspects of it, you can use portals to get news out, and currently you can certainly use Artificial Intelligence (AI) in a growing number of ways, including, weirdly, confidante and companion.
And yes, the public PR’s are trying to impress now includes AI. For, as noted by The Artificial Human podcast on BBC Sounds in an episode named Is AI killing search? getting AI to directly or indirectly cite a source you have got the client mentioned by or featured in is a new challenge. AI itself may be moving towards being an aggregator of sources which may increasingly not refer back to them. This is negatively impacting the revenue streams of journalism and media.
Will AI work be a positive for PR? We will see, but let’s hope it is fed with excellent information and journalism, ot it will be a case of ‘Rubbish in, rubbish out’, and the world certainly does not need more rubbish.
Darren Weale, Founder, In Tune PR, 31 January 2026
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