Will AI replace Public Relations Specialists? How the job is changing

How AI is changing public relations specialists work

8 of 15 main tasks for this job show up in real AI-use data, so we rate it Red (lots of AI use) — 53% when main tasks are weighted. This shows where people already use AI, not whether the job will disappear. How we measure this.

Tasks in this job and recorded AI use

Prepare or edit organizational publications (main task) — a lot of recorded AI use
Write press releases or other media communications to promote clients (main task) — a lot of recorded AI use
Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services (main task) — some recorded AI use
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management (main task) — some recorded AI use
Respond to requests for information from the media or designate an appropriate spokesperson or information source (main task) — some recorded AI use
Prepare or deliver speeches to further public relations objectives (main task) — some recorded AI use
Coach client representatives in effective communication with the public or with employees (main task) — some recorded AI use
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues (main task) — some recorded AI use
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility (main task) — no recorded AI use
Post and update content on the company's Web site and social media outlets (main task) — no recorded AI use
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups (main task) — no recorded AI use
Talk with other managers to identify trends or key group interests or concerns or to provide advice on business decisions (main task) — no recorded AI use
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill (main task) — no recorded AI use
Talk with production or support staff to produce or coordinate production of advertisements or promotions (main task) — no recorded AI use
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals (main task) — no recorded AI use
Coordinate public responses to environmental management incidents or conflicts — no recorded AI use
Develop marketing campaigns for environmental technologies or services — no recorded AI use
Purchase advertising space or time as required to promote client's product or agenda — no recorded AI use

Tasks: O*NET 31.0. AI use: Anthropic Economic Index (exact or close text match).

Your first steps (guidance)

Week 1: Open a free AI assistant and say hello. Follow our “Getting started with AI” guide. Ask it one simple question about your work.
Week 2: Use AI on one task you do often. Try the prompt for: “Prepare or edit organizational publications”. Try the prompt for: “Write press releases or other media communications to promote clients”.
Weeks 3–4: Make it a habit. Use AI 3 times a week for 15 minutes. Always check facts, numbers and names yourself.

Tick your own tasks above to get a plan based on what you really do. New to AI? Read our beginner’s guide.

Questions about AI and public relations specialists

Will AI replace public relations specialists?

Our data can’t predict job losses, and we don’t try to. What it does show: 8 of the 15 main tasks for this job match tasks people already use AI for (Anthropic Economic Index), giving a Red rating (lots of AI use). Using AI on a task is not the same as AI doing the whole job, and 10 of the 18 listed tasks show no recorded AI use yet.

Which pr tasks is AI used for most?

In the data, the most AI use among this job’s tasks is for: prepare or edit organizational publications; write press releases or other media communications to promote clients; study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.

Which pr tasks show little or no AI use?

For example: plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility; post and update content on the company's web site and social media outlets; establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups. These are good places to keep building your own skills.

How does this job compare to others?

In Microsoft Research’s “Working with AI” study, this job’s AI applicability score is equal to or higher than 98% of the occupations they scored. That measures overlap with AI chat use, not risk of job loss.

How can a pr start learning AI?

Start small: open a free AI assistant, try it on one task you do often, and always check facts and numbers yourself. The plan on this page is guidance, not professional advice.

Public Relations Specialists

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