Generative AI – game changer for the PR industry?

Sven Müller August 3, 2025August 2, 2025 Digital, Jobs, Campaign, Communication , Artificial Intelligence, Marketing, Media, PR counselor, Press, press report, Press Release, Print, Public Relations, Social Media

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The communications industry is at a turning point.

Content:

Generative artificial intelligence (AI) is increasingly establishing itself as an indispensable assistant in Public Relations and fundamentally changes the everyday work of PR professionals.

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Revolutionary Possibilities

Generative AI tools like ChatGPT open up completely new possibilities for content creation, data analysis and personalization.

PR professionals can use it to:

- Press Releases and write social media posts more efficiently.
– Analyze large amounts of data at lightning speed and gain insights.
– Personalize communication to specific target groups.

The technology supports routine tasks and thus creates space for strategic and creative work.

ethical challenges

However, the use of AI in PR also raises important ethical questions:

– How transparently must the use of AI be communicated?
– How can the authenticity of communication be maintained?
– Which tasks should continue to be carried out by people?

PR managers must find a responsible way to use the technology and establish clear guidelines.

New skills required

To fully exploit the potential of generative AI, PR professionals must develop new skills:

– Understanding how AI works and what it can do.
– Competence in prompt engineering.
– Critical evaluation and review of AI-generated content.

Continuing education and continuous learning are becoming even more important for PR professionals.

Outlook

Generative AI will change the PR industry forever. Experts agree: AI will not replace human PR professionals, but will support them as a powerful assistant.

The key to success will be how skillfully communicators use technology to achieve better results while maintaining ethical standards.