AI is transforming every industry, we’ve all seen it, but I want to share my take on why communications is built for this moment and how public relations isn’t being replaced by AI, but instead being amplified by it.
We’re living in a time where people are constantly having to question what’s real. Was that article written by a human or a bot? Is that video I saw on instagram authentic or AI generated? Is that an image that was photoshopped or made completely by AI?
PR is more valuable than ever because it doesn’t just deliver information, it delivers credibility. It connects hearts and minds. It earns attention in a world where attention is fleeting. While yes, we’re scrolling through feeds filled with AI-generated content here’s the difference: human-led trust is the true differentiator. That’s where our industry shines.
PR and Communications has always been about the things that machines will never be able to replicate or replace: storytelling, trust, judgement, and relationships. Scrolling though social media apps we are now indicted with AI generated content, but human led trust is the differentiator in our industry. That’s why PR is more valuable than ever.
PR’s Strengths Are AI’s Weaknesses
AI can write, summarize, and scale content faster than ever. But what it can’t do is feel. It doesn’t understand cultural nuance, emotion, or the weight of a message or story in the wrong context. PR professionals thrive in that space! We know how to speak, how to position, and sometimes most importantly when to not say anything at all.
Great communicators know the power of silence, the art of timing, and how to build trust through human connection. We’re not just managing messages, but shaping perception and influencing audiences.
The future of PR isn’t about competing with AI. It’s about doubling down on what makes us uniquely human: judgment, empathy, intuition, and the ability to connect people to stories that matter.
Earned Media Has New Power in the AI Era
Most people think of earned media like press coverage, podcasts, and third-party features as “nice to have” for visibility to boost their credibility, awareness, and expertise . But today, it’s much more than that. It’s fuel for the AI engines that shape what people see, search, and trust.
Here’s why this matters:
AI models are trained on trusted sources. Chatbots and generative tools don’t pull from random blogs; they rely on credible, third-party outlets.
Visibility multiplies. If your story is published in a respected outlet, it isn’t just read by the outlet’s audience—it’s also more likely to surface in AI-powered search results. That’s long-term visibility you can’t buy with ads.
Trust is currency. In an era where misinformation spreads quickly, credible validation from journalists and industry publications carries more weight than ever.
This is why I tell clients: don’t just post on your own channels, you still need to get covered in trusted ones. Earned media builds a foundation of credibility that not only strengthens your brand but now directly influences how AI systems understand and surface your expertise.
Your PR strategy isn’t just about headlines anymore. It’s about future-proofing your visibility in an AI-driven world.
AI Is Reshaping Teams, Not Replacing Them
Early career professionals are using AI to handle repetitive tasks like drafting summaries and deep research, freeing them up for the more creative, high value work. Senior leaders are leaning into coaching, critical thinking, and judgement based decisions. The future PR teams who lean into AI’s abilities will be more agile, more strategic, and more focused on value creation for their clients. I always say, curiosity can be your greatest competitive advantage. In this new era, curiosity to learn these tools is just as important as your career expertise. Leaders who are leaning in to experiment with these tools, stay open to change, and adapt quickly with the technology will be the ones with the competitive edge.
PR Is About Winning Hearts and Minds
If you’ve read my book, you’re familiar with my idea that communication is a gateway to win hearts and minds. AI can deliver data, but it can’t win hearts. It can’t build trust in the same way a founder telling their story on stage can. It can’t replace the credibility of an earned feature in a major media outlet.
That’s why leaders and companies must lean harder into PR, not pull back from it.
AI isn’t the end of PR, it’s the greatest proof of its importance. Machines can’t build trust, they can’t create reputations, and they can’t earn credibility.
As leaders, brands, and professionals, we need to double down on storytelling, reputation management, and relationship building, and leave the mundane, time consuming tasks to the robots. In an AI driven world, trust is currency, and PR is how you earn it.
