The rise of generative AI is transforming industries—and public relations is no exception. From writing press releases to brainstorming campaign ideas, AI tools like ChatGPT and others are becoming valuable assistants to PR professionals. But how can PR experts use AI effectively, without losing the human touch that’s essential to good communication?

At Debbie Goetz Media Connections, we’ve been exploring how generative AI can support smarter, faster, and more strategic public relations. Here’s what we’ve learned—and how you can start using AI to enhance (not replace) your communications work.

✨ What Is Generative AI?

Generative AI refers to artificial intelligence tools that can create content, such as text, images, or even videos, based on prompts. These tools “learn” from vast amounts of data and generate new material that sounds (and often looks) like it was made by a human. For PR professionals, that opens the door to faster content creation, deeper research, and more polished drafts—but with a few important caveats.

💡 5 Smart Ways PR Pros Can Use Generative AI

1.  Brainstorming Ideas

Stuck on headlines? Need a creative campaign name? Generative AI can spark ideas and help you overcome creative blocks. Ask it to generate headline variations, story angles, or social media post themes. You don’t have to use what it gives you word-for-word—but it’s a great starting point.

2. Drafting Press Releases and Pitches

AI can quickly draft a basic press release, email pitch, or media advisory. While these drafts aren’t perfect, they give you something to refine—saving you time and helping you focus on strategy and storytelling. At Debbie Goetz Media Connections, we use AI to help speed up first drafts while making sure every final piece reflects our clients’ voice, values, and mission.

3. Enhancing Media Research

AI tools can summarize articles, pull key points, and even help identify journalists who might be a good fit for your pitch. It’s not a replacement for deep research, but it’s a great accelerator—especially when time is tight.

4. SEO-Friendly Content Creation

Need to write a blog post or website copy optimized for search engines? AI can suggest keyword-rich headlines, meta descriptions, and content structures that align with SEO best practices. When combined with human creativity, it’s a powerful combo.

5. Crisis Communication Support

In fast-moving situations, generative AI can help quickly draft holding statements, FAQs, or internal communications materials. Of course, these should always be reviewed by a skilled PR pro before release—but AI can give you a head start when minutes matter.

⚠️ What AI Can’t Do (and Why That Matters)

While AI is a fantastic tool, it’s not a substitute for human judgment, creativity, or emotional intelligence. It doesn’t understand nuance, tone, or context the way you do—and it can sometimes produce inaccurate or overly generic content. That’s why we always say: Use AI to enhance your work—not to replace your expertise. Great PR is built on relationships, instincts, and experience. AI is just one more tool in your toolkit.

Conclusion: The Future of PR Includes AI—But Needs You

Generative AI is reshaping how we work, but the best results come when technology and human strategy work hand in hand. For PR professionals, the key is to embrace the tools—but stay in control of the message. At Debbie Goetz Media Connections, we combine decades of media expertise with the latest digital tools to help our clients shine in today’s fast-moving landscape.

Curious about using AI in your communications strategy?
📩 Contact us today to see how we can help you work smarter—without losing your personal touch.