This post was originally published on this site.
The advent of artificial intelligence has sparked significant changes across various industries, and public relations is no exception.
According to a study conducted by WE Communications and the USC Annenberg Center for Public Relations, approximately 66% of PR professionals reported using AI frequently in their daily work. The primary applications of AI in PR include content creation (54%), data analysis (40%), and background research (37%). Furthermore, 95% of communicators surveyed expressed a positive outlook on AI, with many noting that it enhances their work quality and efficiency.
The implications of AI in PR are profound, particularly for junior executives who traditionally handle foundational responsibilities While PR professionals believe AI will enhance their productivity, there is a growing concern that it may also lead to a reduction in entry-level positions.
As AI tools increasingly take over the bulk of administrative and analytical work, the industry must grapple with the challenge of redefining roles and responsibilities. Understanding how to leverage AI effectively while preserving the human touch in storytelling and relationship-building will be crucial for the future of PR as it navigates this evolving landscape.
According to PR experts PRovoke Media spoke to, AI is slowly but surely changing jobs but it will likely not replace roles. Rather, it will simply change the way we work.
“AI has been a game-changer in reducing routine, rules-based tasks, allowing PR professionals to focus on what truly matters – creative and strategic thinking. The days of spending hours on data entry, media monitoring, and manual reporting are fading, freeing up valuable time for more meaningful client work,” said Oliver Ellerton, director at Ellerton & Company Public Relations. “This shift is overwhelmingly positive. PR is a time-sensitive industry, and any opportunity to redirect hours spent on administrative tasks towards problem-solving, storytelling, and strategic counsel is a win for both agencies and clients.”
Ellerton added that today’s graduates entering PR are already well-equipped with fundamental skills, thanks to strong academic programmes and relevant internships. “Most are not aspiring to spend their days compiling reports or tracking industry mentions – and with AI automating these tasks, they will not have to,” he said. “This means the learning curve for junior PR professionals is shifting. While mastering foundational skills remains important, the real differentiators are emotional intelligence, diplomacy, critical thinking, problem-solving, adaptability, resilience, and strategic storytelling. Understanding client dynamics, reading the room, and building genuine relationships with media and stakeholders is crucial.”
He went on to explain that while AI can surface insights, it takes human judgment to interpret them, craft compelling narratives, and solve client challenges. The PR industry moves fast, so the ability to handle setbacks, pivot strategies, and remain solutions-oriented is more valuable than ever. Additionally, while AI can generate text, storytelling – the kind that resonates, influences, and drives action – remains a human skill.
“Instead of focusing on manual tasks, junior PR professionals should be sharpening their ability to think strategically, communicate persuasively, and anticipate the next big issue or opportunity for their clients,” he said, adding that the roles are not disappearing – they are transforming.
“Instead of spending their first few years in the industry bogged down with repetitive tasks, junior professionals are now able to contribute to more impactful work earlier in their careers,” he said.
Adding to his point, Pamela Tor Das, VP, of Singapore and emerging markets at TEAM LEWIS, noted that training for junior team members must evolve. This includes how they leverage such tools for time-consuming menial tasks.
“At the same time, expectations of them evolve as well. For example, their ability to apply deeper thinking and analysis to present information and key takeaways or recommendations to clients,” she said, adding that audiences are becoming even more fragmented and time-starved, and with that, expectations from clients are placed on team’s abilities to be swifter, faster and more accurate.
“This is where we can look at potentially harnessing AI to support the workstreams – and by that, we do not mean replacing the work we do, but rather seeing how we can leverage such technology to help break down laborious and time-consuming tasks, making them easier and faster to manage,” she said.Â
Jobs Are Not Static
True enough, it is also important to recognise that jobs are simply not static. AI is transforming how we produce work, but it’s also shifting what people expect from companies. It unlocks scale, speed, and quality – raising the bar for faster, more personalized, and more meaningful engagement. That demand is only going to grow, which means the complexity of our jobs will multiply, according to Matt Collette, CEO of Sequencer AI.
“AI isn’t replacing us; it’s helping us manage that complexity. Because of that, and many other reasons, the human plus AI dynamic is going to be the new paradigm for some time,” he said.
Take reputation management, for example, said Collette. Today, we have Perplexity, Google’s AI overviews, ChatGPT Search, and more – multiplying the number of platforms where reputations are built and challenged. That’s not job elimination; that’s job expansion, requiring PR professionals to be smarter, faster, and more strategic in how we address reputations across so many new touchpoints.
“As AI takes over routine tasks such as media monitoring and reporting, the focus should be on what’s being unlocked. The real value of media monitoring and reporting isn’t in the process – it’s in the insights and how they are applied. If AI automates reporting, the better question is – how do we ensure those insights drive real impact? AI will help us tell better stories, engage more effectively, and deliver results that move the needle,” said Collette.
He added that for young professionals, AI is an accelerator. It is the ultimate empowerment tool, amplifying human capability rather than replacing it.
“Instead of spending years on low-level execution, junior PR professionals can now take on strategic responsibilities much sooner,” he said. “AI shortens the learning curve, acting as an always-on answer machine and expert assistant that helps them stretch into new areas, conduct deeper analysis, and deliver impact from day one.”
Focusing On Soft Skills
In the rapidly evolving field of public relations, the importance of soft skills for junior executives cannot be overstated. As AI tools take on many routine tasks—such as media monitoring and report generation—these professionals must still rely on core human competencies like writing, editing, storytelling, and relationship-building.
Brian Keenan, international head of insights and analytics at WE Communications, emphasizes that while new skills related to AI are emerging, the fundamentals of effective communication remain essential.
“The real skill in media and landscape monitoring is distilling the client-specific “so what” and next steps rather than assembling the clippings or building the Excel. AI has not replaced this human counsel yet – at least not for savvy clients,” said Keenan.
Adding to his point, Nitin Mantri, regional executive managing director for Asia-Pacific, WE and group CEO, Avian WE noted that while AI is changing how we work, the fundamentals of PR remain the same. “Clients need insight, context, and smart recommendations, not just information. While AI can speed up research and automate reports, it can’t replace human intelligence,” he said.
“The real value also lies in applying critical thinking to what AI output — understanding what matters, what’s missing, and what needs a human touch. Young professionals must continue to read, understand, debate, and form opinions — skills that remain essential for effective communication and leadership,” he said.
Mantri added that across APAC, he is seeing AI adoption at different speeds. Markets like India and Southeast Asia lead in generative AI uptake, driven by a young, digital-first workforce, while Japan and Australia are taking a measured approach,” he said.
“But one thing is constant: trust is built between people, not machines. The strongest PR professionals will be the ones who know when to use AI and when to rely on their own expertise,” he said.
Meanwhile, Jeremy Seow, regional chief operating officer and head of client experience, APAC at Allison noted that relationships with media, clients, partners, and stakeholders are built on trust, credibility, and emotional intelligence—things AI can’t replicate.
“But as AI takes on more executional tasks, the role of PR professionals will evolve. Instead of spending time gathering insights, tracking sentiment, or drafting first versions, PR pros will play a bigger role in curating narratives, shaping reputation strategies, and guiding AI-driven storytelling. This isn’t just about efficiency—it’s about ensuring AI-generated content feels authentic, aligns with brand values, and connects meaningfully with audiences,” said Seow.
He added that as AI becomes more embedded in PR, proficiency—not perfection—will be key. “PR teams don’t need to become AI experts overnight, but understanding how to use, guide, and oversee AI tools will be critical. At the same time, we must lead in responsible AI adoption, ensuring transparency, authenticity, and human oversight remain at the core of our work,” he said, added that AI will enhance the profession, but it won’t replace the creativity, judgment, and human connection that make communication truly resonate.
“The future of PR will be shaped not just by AI, but by those who learn how to work with it,” he said.
After all, as Jupiter Huidrom, senior vice president, integrated media strategy at Weber Shandwick Singapore says, AI can suggest the best time to send a pitch, but real PR is about human trust. “Journalists don’t just respond to well-written pitches —they respond to relationships. A well-timed AI-generated pitch might get attention, but a real conversation builds a relationship,” he said.
He suggests some key skills that can help practitioners excel and stay ahead in their field:
- Strategic thinking is a crucial skill for professionals—while AI can identify trends, it’s PR experts who determine what truly matters
- Relationship Building – AI can personalise emails, but trust is built through human interaction.
- AI Fluency – Knowing how to refine AI-generated content is becoming a key skill.
- Crisis Management – AI detects issues early, but PR pros decide how to respond.
- AI gives you the data, but only a human can read the room.
“In my view, junior PR executives should acquire skills in leveraging gen AI and learn how to collaborate with the analytics and Insights, and creative teams to develop data-backed insights that inform ideas,” he said.