How PR Professionals Can Harness AI to Drive Measurable Impact
Posted on Sep. 30, 2025 / Subscribe 0
How PR Professionals Can Harness AI to Drive Measurable Impact
Artificial intelligence is reshaping the way PR professionals work, and it’s happening faster than most of us expected. From drafting content and monitoring media to powering interactive storytelling and influencing how brands appear in search results, AI tools are becoming indispensable in the PR toolkit.
In a recent PRSA-SF session, speakers explored how PR professionals can leverage AI, especially tools like ChatGPT, APIs, and automation platforms, to enhance workflows, measure impact, and increase value in today’s evolving media landscape. They shared practical examples across content evaluation, newsjacking, monitoring online communities, and building interactive content, as well as insights into how AI-driven search is transforming media visibility.
Here are the key takeaways PR pros can put into action right now according to Brandon Watts, PR & Communications Director at Storyblock, and Jed Putterman, Chief Product Officer at Symmetri.
AI as a PR Assistant
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Use AI tools (like ChatGPT) to evaluate content, simulate customer reactions, and even estimate the likelihood of conversion.
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Automate repetitive tasks such as news monitoring or content analysis using APIs and platforms like Zapier.
Newsjacking & Real-Time Response
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Set up automated workflows to receive instant alerts when relevant news breaks, paired with AI-generated ideas for brand responses.
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Monitor Reddit and other online communities with automation to catch brand or industry mentions in real time.
Content Measurement & Personalization
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Use AI to assess how press coverage, blog posts, or landing pages influence customer perception.
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Track these shifts over time to demonstrate PR’s tangible business value.
Building Interactive Content
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Turn static assets (like PDFs or reports) into engaging interactive games or scrollytelling websites.
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Increase content shareability by making materials more dynamic and audience-friendly.
AI Search & Media Visibility
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AI search powered by LLMs is quickly becoming a major driver of traffic and brand discovery.
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Most sources cited by AI are earned media, not paid placements, which makes authentic, high-quality content more important than ever.
Optimizing for AI Discovery
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Ensure content is accessible and easy for AI to parse, such as structured text or Q&A formats.
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Distribute content across diverse platforms including blogs, podcasts, and press release wires, since LLMs pull from wide-ranging sources.
Speed of Impact
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Unlike traditional SEO, AI bots crawl and index content much faster. PR placements can surface in AI-driven search almost immediately.
Quality & Authenticity Over Tricks
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Focus on genuine conversations and authentic engagement in online communities.
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Do not over-prioritize top-tier outlets. Long-tail and niche publications are increasingly influential in AI search results.
Experimentation & Governance
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Start experimenting with AI tools at the personal or agency level before seeking company-wide adoption.
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Stay mindful of data privacy, company policies, and regional regulations when integrating AI.
Continuous Learning
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Regularly test how your brand appears in AI search by asking LLMs questions and analyzing cited sources.
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Explore emerging tools such as MuckRack’s Generative Pulse to build media lists based on AI visibility.
The Bottom Line
AI is transforming PR by automating tasks, enabling real-time insights, and shifting the focus to authentic, high-quality content. PR pros who embrace these tools and adapt their strategies will not only streamline their workflows but also drive measurable business impact, ensuring they stay ahead in the AI-driven media landscape.
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