Public relations has always been about relationships, but what happens when AI takes over the pitching, writing, and even publishing? As AI becomes increasingly embedded in newsrooms and content distribution, the way PR professionals engage with journalists, media outlets, and audiences is evolving rapidly.
AI Journalists and Social Creators
Relationships with traditional journalists will remain essential, but AI-powered writers are already making their mark. In Germany, Klara Indernach, an AI journalist for Kölner Stadt-Anzeiger Medien’s Express.de, writes 6% of its articles, generating 5.2% of total hits. In India, Doordarshan’s Kisan channel features an AI broadcaster that aims to speak 50 languages. Meanwhile, News Corp Australia’s AI-driven content engine produces 3,000 local news stories weekly.
Simultaneously, the rise of social-first journalism is shifting the landscape. One-third of adults under 30 in the U.S. now use TikTok as a news source—a 255% increase since 2020. The Democratic National Convention credentialed over 200 social content creators alongside traditional journalists. Social-born media outlets like The Daily Aus (Australia) and MustShareNews (Singapore) are growing rapidly, signalling a shift toward digital-first storytelling.
How We Pitch: Navigating AI-Disrupted Newsrooms
AI is transforming newsroom operations. With 80% of journalists expecting AI to increase in news production and gathering, automation will drive fact-checking, translation, data visualization, and investigative reporting. AI will also enable hyper-personalized content, shifting news from a one-to-many model to a tailored one-to-one approach.
Yet, 70% of global news publishers worry about AI’s impact on trust. PR professionals must remain conscious of how AI is disclosed in journalism and support news organizations in maintaining credibility and audience trust.
AI-Generated Media Kits
As news fatigue rises, publications are expanding beyond traditional written stories into podcasts, videos, newsletters, and immersive digital experiences. In 2024, 20% of media organizations reported exploring alternative platforms, with WhatsApp emerging as a key channel for 61% of them.
Static media kits filled with text-based press releases are no longer enough. The future demands AI-powered, multimedia-rich content packages that cater to diverse formats and storytelling styles across various platforms.
Embracing the AI-Led Future of PR
The “relations” in PR are evolving, but they remain critical. As AI reshapes media consumption and engagement, PR professionals must adapt with curiosity and agility. By embracing these changes and leveraging AI-driven storytelling, we can ensure that authentic connections remain at the heart of public relations. Reach out to us for more information on how you can integrate AI into your public relations strategy.
