​After a long work trip, I collapsed on the couch, turned on my 65-inch LG TV and got silence. No audio.
Instead of calling tech support, I asked ChatGPT for help. Within minutes, it diagnosed the issue and walked me through multiple fixes until one worked. A frustrating problem was solved in minutes.
That experience reinforced something I see every day in public relations: AI isn’t just making our work faster; it’s changing how we solve problems, uncover opportunities and deliver results.
​Why AI And PR Are A Perfect Match
Underestimate tools like ChatGPT or Claude at your own peril. These platforms aren’t just for drafting content or answering basic questions. They can help PR professionals think more strategically, move more quickly and operate more effectively.
I’ve seen this in my own work. Recently, I was hired by a group of aquaculture industry farmers to help them prepare for media interviews. I wasn’t familiar with the industry, so I used AI to quickly get up to speed, asking it to explain the sector, outline key issues and surface relevant media coverage from the past year. Within minutes, I had a strong foundation that would have taken hours, if not days, to build on my own.
If you are trying to garner coverage for a client, tell ChatGPT (or your AI platform of choice) to ask you one question at a time, and then you will provide the answers to help it get more specific. Your prompt might be “I am trying to pitch stories to national publications interested in XYZ industry. Ask me one question at a time about the type of coverage and the best way to pitch.” It will then ask you questions like “Are you trying to get stories in business publications or industry trade publications?” then “Are you interested in a list of editors or freelance writers?” And it will continue to ask you more and more questions to give you a specific solution and action plan. It’s really amazing and so very helpful! It will even give you the wording for a pitch email or a script for a phone call. ​Treat AI like your PR partner, there to help you achieve all your goals!
​For my fellow PR professionals, this approach should feel intuitive. We ask clients thoughtful questions, uncover nuance and shape messaging over time.
AI works the same way. Whether you are developing a message map, drafting a media pitch or refining a brand narrative, the first response is rarely the final one. The value comes from the follow-up—asking AI to expand, challenge, simplify or tailor its output.
In this sense, AI does not replace PR expertise but amplifies it. The professionals who get the most from these tools are those who know how to guide a conversation, probe for deeper insight and continuously refine the work.
​AI is pushing us to think differently, but the real shift is not just in what we ask; it’s how we ask.
The most effective users understand that strong results don’t come from a single, perfectly crafted prompt. They come from a process. Instead of treating AI like a search engine, they treat it like a thinking partner; one that can guide them through a sequence of questions to arrive at a more strategic outcome.
​Again, this should feel familiar: The best PR campaigns are never built in one sitting. They evolve through discovery, refinement and iteration. We ask better questions, uncover nuance and shape messaging over time.
I do this every day in my work advising executives. When I help a CEO broaden their network, I don’t start with a list of introductions. I start with questions: Who do you want to be known by? What do you want them to say about you? What relationships will move the needle? Each answer informs the next step, resulting in far more meaningful connections.
​6 AI Strategies
​Here are several other ways PR professionals can use AI to our advantage:
- Accelerate content creation. AI can generate first drafts of press releases, pitches and social posts in seconds, freeing you to focus on strategy, messaging and relationships.
- Identify the right media, faster. AI can analyze coverage patterns, journalist interests and tone, helping you target reporters who are more likely to engage.
- Build smarter, living media lists. AI can continuously update journalist activity, recent articles and preferences, turning static lists into dynamic outreach tools.
- ​Track and measure results in real time. AI can monitor where press releases are picked up, analyze sentiment, summarize coverage and estimate reach, giving you faster, deeper insights than traditional clipping services.
- ​Prepare for crises before they happen. AI can assist in building message maps, drafting holding statements and simulating tough media questions, so teams are ready when it matters most.
- Scale thought leadership. AI can help turn one idea into multiple assets, including columns, social posts and speaking points, while maintaining a consistent voice.
​Final Thoughts
AI asks us to think critically. It is a tool, not a replacement for human judgment. The best PR professionals know when to rely on technology and when to trust their instincts, experience and relationships.
In today’s media landscape, the most effective communicators aren’t replaced by AI; they’re amplified by it. Instead of being “artificial,” they are authentic.
This article originally appeared on the Forbes Agency Council CommunityVoice in April 2026.
