The boom of AI has disrupted several industries, including public relations and journalism. It has become part of our everyday lives, but what does that mean for PRs? How can PRs maximise their press releases with AI writing?
Explore a range of topics from tech terminology to ethical considerations, gain tips for maximising the benefits of AI writing tools, and learn what journalists think about artificial intelligence.
Demystifying AI: What Is It?
How many times have you heard the phrase ‘ powered by AI’ and then imagined some super robots from a futuristic film?
Artificial intelligence is not today’s invention: it has been around for a while but enjoyed a boom and breakthrough in 2023 with the release of large language models for the public – such as ChatGPT.
With that, a new era began. Some envision a dystopian future, some a sci-fi paradise with high-quality life experiences for mankind.
What are AI Press Releases?
AI press releases are news announcements created and distributed using artificial intelligence.
These releases leverage automated tools for drafting, refining, and analysing content.
AI enables brands to produce targeted press releases to ensure they reach the right audiences through personalised and optimised channels.
Key Technologies Behind AI in PR

AI technology allows machines to mimic human intelligence: learning, generating content, performing and automating complex tasks.
Here are some subfields of AI relevant to PR and press release creation:
- Natural Language Processing (NLP): Helps AI interpret human language and apply sentiment analysis, gauging journalists’ perspectives on press releases and stories.
- Natural Language Generation (NLG): Generates human-like text from structured data, automating tasks like drafting press releases and personalising outreach.
- Computer Vision: Analyses visual content, valuable for evaluating social media engagement and identifying elements in images and videos.
- Machine Learning (ML): ML algorithms learn and improve with data, enabling targeted press releases and enhanced audience segmentation.
- Deep Learning: A subset of ML using complex neural networks, ideal for customer relationship management (CRM) and analysing customer behaviour patterns for targeted PR outreach.
How AI Transforms Press Release Workflows

PRs can do their job more efficiently using the available intelligence technology, enabling them to produce compelling, high-quality releases faster than ever.
Artificial Intelligence can simplify the various stages of the press release workflow, so its role will be increasingly important.
Here’s how AI can benefit your press release process:
- Writer’s block? No more. Content creation is faster when using an AI assistant, freeing PRs to focus on strategy and building connections with relevant journalists.
- Grammar and spell check: AI grammar and spell check tools can instantly detect and correct errors, and suggest improved phrasing that helps to make content clearer and more professional.
- Optimise language, tone and style: AI can tailor messages to resonate with different audiences, enhancing effectiveness across platforms.
- Producing content for different platforms: With audiences engaging across multiple platforms, from company website, email newsletters to social media, tailoring content for each medium is crucial.
- Discovering different approaches to same concept: AI tools can produce different versions of a press release, each with a slightly different focus, helping PRs select the most compelling angle or use multiple versions for different audiences.
- Increase efficiency: By automating repetitive tasks, PR teams can devote more time to high-value activities.
Press Release with AI: Strategies for Integrating AI into Your Workflow
Writing and sending successful press releases contains several steps. From brainstorming to campaign evaluation, and you can implement technology such as AI as an integral part of the workflow.

1. Writing content for press release
- Headline generation
- Rewording content
- Producing and brainstorming ideas
- Get content suggestions
- Create first draft
- Customise messages
- Explore different concepts
- Adjusting tone of voice and style
2. Optimising press release for SEO and audience
- Identifying target audiences
- Discover topics
- Receive data-driven inspiration
- Tailor messages
3. Distributing press releases
- Building media lists
- Target specific audiences more effectively
- Customise messages for journalists and media outlets
4. Monitoring
- Real-time media monitoring
- Trend identification
- Brand mentions
- Competitor analysis
- Influencer and key media tracking
- Sentiment analysis
5. Evaluating
- Automated metrics analysis
- Comparative performance Benchmarking
- Sentiment and tone assessment
- Content performance insights
- Longitudinal analysis
How AI Can Help You Craft a Compelling Press Release

Think of how you want to frame the newsworthy content and provide a good prompt to your AI assistant.
The more specific you are, the better the results will be. Provide examples of previous press releases so AI will have a better understanding of what you want.
Think of:
- contents of the opening paragraph
- key info about the product or service
- product features and benefits
- contact information
- style and tone of voice
- length of the copy
- information about who, what, why, where, when, and how
- personas and reader characters
- storytelling and narrative
Refine the copy until you’re happy with the outcome, and definitely do not send out unedited AI-generated press releases. Add in the company/brand name manually in your final version
Different tools will give you different results so feel free to experiment.
How to Effectively Use AI to Write a Press Release
A tool that speeds up work and can generate hundreds of press releases with a few clicks? Bring it on.
While the AI system can assist you in producing stories for press releases, the outcome might lack the human touch and creativity. Reviewing and editing the content to match the brand’s tone of voice and style is always recommended.
When using AI for press releases, consider these critical steps:
- Editing and screening
- Fact-checking
- Validate information and data
- Adding in unique perspectives and personal opinions
- Including your experiences and emotions into the copy
- Different approaches and angles of the same hook
Exploring AI-Powered Press Release Writing Tools and Platforms
There are lots of AI writing systems on the market. We challenged some of the freenuim AI tools to write a press release for the same product using a very basic, generic prompt.
The key idea was taken from a real press release that was selected as the “Press Release of the Day” in our newsletter. We leave you to judge which one is better.
Instruction: write a short, 200-word press release for the “Quiet Luxury” nail trend with an expert opinion and 5 nail varnish product suggestions.





Enhance Your Press Releases with Top Journalist Tips for Your Next Story
Get inspiration for your next press release with these tips from journalists.
And What Do Journalists Think of AI?
I don’t know about you, but ChatGPT still blows my mind. Using it feels different from the AI that has become second nature, like smart speakers or facial recognition - not least because software that can write articles and press releases in seconds feels like a threat to our industries and jobs. But let’s be positive: while ChatGPT and countless similar programs present big challenges to the fields of journalism and PR, they certainly bring opportunities, too.
Bridget March, Digital Beauty Editor
Several papers are trialling the use of AI for full-on content - 'proper' stories that might otherwise require a reporter. Such pieces definitely need full disclosure. If AI has been used to generate content for papers or documents for clients, it’s surely better to declare that upfront than to find yourself apologising for it later. As usual, the technology is advancing faster than the regulations, or indeed any widely agreed set of principles on what’s allowable and what is not.
Simon English, Freelance Financial Journalist
Finding the Balance: Automation vs. Creativity in Press Release Writing

AI relies on existing data, so originality and creativity must come from humans. As the user, you’ll guide the machine by crafting effective prompts.
You will need to come up with original and authentic ideas and ensure the final version has a personal touch. Your audience will enjoy reading personalised storytelling instead of a generic content.
AI: Friend or Foe? Will AI Take My PR Job?

Many of us might be concerned about being replaced by AI and getting pushed out of our jobs, but the reality isn’t as gloomy.
While the speed at which AI generated the press release is very impressive – content generated with a press of a button and in a few seconds – but, NO, your PR job is NOT in danger.
AI can generate a good foundation for ideas and is definitely transforming the PR industry, but it still needs human supervision.
The outcome is as good as the instructions it receives from you: you need to tell AI the style, tone of voice, and length of the copy and ask it to make adjustments when necessary.
So, we are far from AI taking up PR jobs, especially since there is so much more to a great PR strategy than just writing – think about personal connections with journalists, understanding their titles and audiences and what they look for.
You have to come up with new ideas, be creative and be different, and pepper in emotion in PR content. After all, people want content from other human beings with a personal touch, not a generic AI-written article.
Ethics of AI-Written Press Releases: Navigating Transparency and Disclosure

Now that we’ve cleared the air about not losing your PR job, let’s dive into how humans can play an active role alongside automation.
It can be very tempting to copy and paste your client’s details into the magic press release generator tool, but if you do so, will you break any rules or breach agreements?
Is relying on AI entirely for press release writing cheating? Tools such as spell checkers, grammar checkers and photo editors are already in use after all, and AI just joined the band.
There are differences between brainstorming for ideas and creating the whole content by AI.
Here are some ethical implications to consider:
- Breaching GDPR or non-disclosed agreements
- Transparency and disclosure
- Plagiarism
- Bias from historical data
- Misinformation
AI-Authored Press Releases: How to Ensure Authenticity and Trust
As AI gets better at writing, many people worry about whether AI-written press releases feel genuine.
While AI can write quickly and efficiently, there’s a risk that it can make things sound impersonal or even fake. It’s important to be honest and transparent with your audience, so they can trust what you’re saying.
Key Concerns with AI-Authored Content
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Lack of Personal Touch: AI-generated content may come across as generic or impersonal, which can dilute the message that fails to resonate with your audience.
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Risk of Inaccuracies: AI relies on existing data, which means it may occasionally sometimes include outdated or irrelevant information.
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Potential Lack of Genuineness: If your audience find out that your press release was AI-written, they may question its credibility or the sincerity of the message.
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Consistency with Brand Voice: Maintaining a consistent tone and style aligned with the brand can be challenging without human oversight.
Strategies for Ensuring Authenticity in AI-Generated Press Releases

To counter these concerns, you can take proactive steps to make sure your AI-generated press releases retain authenticity and align with your brand:
Guidelines and Training: Create clear guidelines, and focus on training and educating employees to effectively use AI tools.
Emphasis Brand Voice: Set up AI to follow specific brand guidelines and language preferences can help the content sound more aligned with your brand’s identity.
Human Oversight and Quality Assurance: Using AI for the first draft is time efficient, but colleague reviews and edits help keep authenticity and ensure accuracy, preventing errors and any misunderstandings.
Regularly Review Regulatory Changes: Keeping up to date with AI-related legislation to ensure your content remains compliant and trustworthy.
The Future of AI in Public Relations
As AI technology continues to evolve, PRs can increasingly rely on it for creative ideation, overcoming writer’s block, and diversifying messaging approaches.
Much like laptops and mobile phones, AI is becoming a staple in PR workflows, shaping the future of how media and public relations professionals operate.

Media Monitoring
AI empowers PRs with real-time sentiment analysis and industry trends monitoring, enabling them to stay aligned with journalists’ interests, public opinions, and industry shifts. This rapid insight allows for proactive, strategic adjustments that keep brand messages relevant and resonate with your target audiences.
Media Targeting
With predictive analytics, AI identifies the most impactful journalists and media outlets for each story. By identifying high-potential connections, PRs can optimise coverage opportunities and allocate resources more effectively, maximising visibility and influence.
Media Metrics
AI-driven analytics can measure KPIs across platforms, providing valuable insights into engagement, audience demographics, and sentiment trends. These data-driven insights help PRs refine their media outreach strategies, tailor messaging, and achieve brand goals more accurately and efficiently.
Ethical Guidelines
As AI becomes more deeply embedded in public relations, upholding ethical standards around transparency, data privacy, and bias prevention is essential.
Striking a balance between using technology and promoting responsible practices will be key to sustaining trust and integrity within the industry.
9 Key Takeaways
- AI’s Role in PR is Growing: AI is changing how PR and journalism work, making it a valuable tool for PRs to save time and work more effectively.
- What AI Press Releases Are: AI can help create and customise press releases, allowing brands to better target their message to the right people.
- How AI Works in PR: Tech like machine learning and language processing help PRs understand audiences better, draft content, and create targeted messages.
- Making Workflows Easier: AI tools make writing, editing, and formatting press releases faster, so PRs can focus on high-value tasks.
- Using AI in Every Step: AI can help with writing but also distributing, and tracking press releases, making each step more efficient.
- Human Creativity is Essential: AI is helpful, but human creativity is still needed to make content unique, personal, and engaging – and on brand.
- AI Writing Tools to Try: There are many AI tools out there that can help create high-quality press releases, so try different ones to find the best fit.
- Better Monitoring with AI: AI helps PRs keep up with brand mentions, industry trends and competitor reach in real-time, so PRs can adjust messages quickly if needed.
- AI is Here to Stay in PR: As AI improves, it will become as common in PR as smartphones are now, helping with everything from personalisation to strategy as long as it’s used responsibly.