When Bill Gates told Jimmy Fallon that artificial intelligence (AI) could eventually replace professionals such as doctors and teachers, it sparked global debate. These professions are deeply rooted in empathy, communication, and trust—mirroring the very essence of public relations (PR).
AI is undoubtedly transforming PR by automating tasks, analysing data, and enhancing productivity. However, as AI rapidly reshapes industries around automation, machine learning, and large language models, one important question arises: Can AI ever truly replicate the human touch essential to PR?
Myth 1: AI Can Replace PR Practitioners Entirely
AI has certainly enhanced many PR functions. Tools now exist to draft press releases, track media coverage, and analyse media sentiment in seconds. These functions save time and improve accuracy.
However, PR is not just a task-based profession—it is a people-first practice. The essence of PR lies in building and maintaining human relationships, navigating nuances, and interpreting context. No algorithm can interpret a sensitive culture nuance or decide to pause a campaign during a national tragedy, such as the passing of a monarch or a political figure. That level of discernment requires human empathy and moral judgment.
PR professionals bring something AI cannot such as emotional intelligence, storytelling finesse, and cultural awareness. These qualities are essential when the message matters most.
Myth #2: AI Can Write Just as Well as a Human
AI tools such as ChatGPT, Jenni AI, Perplexity AI, or Grammarly are useful for speeding up the content creation process. They help with grammar, structure, and even generating basic drafts. However, compelling PR content is more than just clean copy. It must be strategically aligned, narratively powerful, and consistent with the brand voice. For instance, the language in a press release for investors differs significantly from a blog post for consumers.
AI may offer structure and suggestions—but only a human writer can craft stories that resonate, connect, and inspire.
Myth #3: AI Will Eliminate the Need for Media Relations
Yes, AI can mine databases to suggest relevant journalists and ideal pitch timings. These features can streamline research and targeting. But PR is not just about sending the right message—it is about sending it to the right person, in the right way, at the right time. Relationship-building is the cornerstone of media relations. Journalists value authenticity, relevance, and trust—qualities that AI cannot emulate.
An experienced PR practitioner knows how to personalise a pitch, read between the lines of a journalist’s preferences, and follow up without crossing professional boundaries. These relationship dynamics are nurtured through human conversations, shared experiences, and long-term rapport.
Myth #4: AI Guarantees Better Crisis Communication Management
AI excels in scanning platforms, identifying risk patterns, and flagging potential PR crises before they escalate. This early warning system is invaluable in today’s fast-paced media environment.
But once a crisis breaks, managing it requires far more than real-time data. Crisis communication involves complicated decisions, often made under pressure and in emotionally charged environments. It is about choosing the right tone with compassion and care, accepting responsibility, and addressing stakeholders in a way that calms tension rather than influence it.
Myth #5: AI Makes Strategy Obsolete
AI can provide insights from large volumes of data, helping PR teams understand trends, audiences, and campaign performance. This is useful for making data-driven decisions.
However, strategy is more than just analytics—it is about vision, values, and alignment. It involves positioning brand goals with public interests, identifying opportunities for meaningful engagement, and adapting to cultural trends.
PR practitioners are not just communicators. They are strategists, relationship builders, and storytellers who understand nuance, navigate complexity, and create genuine connections. These are elements AI cannot replicate, no matter how sophisticated its algorithms become.
Rather than fear AI, the industry should embrace it as a powerful partner, not a replacement. By leveraging the AI’s capabilities alongside with human connections, PR practitioners can deliver more impactful and authentic engagement in this digitally advancing world.
This article is contributed by Nurun Najah Tarmidzi, Programme Director of the Bachelor of Mass Communication (Honours) (Public Relations) and Lecturer at the School of Media & Communication, Faculty of Social Sciences & Leisure Management, Taylor’s University.
