AI in PR: Between wonder weapon and word salad

In the past, you needed a feel for language. Today, API access is enough.

Public Relations in 2025, when Artificial Intelligence writes more texts than interns. And has more ideas than the last strategy meeting.

Ob Press Release, LinkedIn post, or crisis statement – ​​AI delivers. Fast, error-free, and, if desired, charmingly.

She uses data, tones, and targeting better than some copywriters with three espressos. And she's never sick, never offended, and never in off-duty mode.

Communicators love them – and fear them. Because the machine can do a lot. Just not gut feeling. No timing.

She has no idea whether a sentence is funny, embarrassing, or politically risky. She writes what she's told. Period. Creativity? Optional. Empathy? None.

But the trend is unstoppable: AI has long been more than just a tool in PR. It's a sparring partner, editorial staff member, and content production line.

And all this with an output guarantee: Ten variations of the same newsletter in thirty seconds? No problem. Will they be read? Another matter.

AI Vocabulary 2025 – what buzzwords really mean:

“AI-generated” – Fast, clean or dirty and soulless.

"Prompt engineering" – Say what you mean. Or hope the AI ​​guesses it.

“AI supported” – The text was good, but not too good.

Machine Learning – The software learns. But from whom is sometimes questionable.

“Human in the Loop” – Translated: “Someone should proofread this.”

Particularly popular: AI-supported media monitoring, Real-time sentiment analysis as well as automatic topic suggestions.

The software knows what people will be talking about tomorrow – and how to phrase it. At least statistically speaking.

But therein lies the dilemma: Communication isn't an Excel spreadsheet. It thrives on nuances, timing, and intuition. The best ideas don't come from the cloud, but from the shower.

So what's left to do? Trust in technology and in your own brain. Because if you only copy, you'll eventually become unrecognizable.

The future of PR is hybrid: AI as a tool and people as attitude. Because attitude isn't something algorithms can achieve.

Sierks Media / © Photo: Maximalfocus, Unsplash