PR Managers are the guardians of reputation, responsible for building positive relationships with the media, stakeholders, and the public. In 2025, artificial intelligence is transforming public relations by providing new ways to monitor sentiment, draft communications, and manage crises. For PR Managers, upskilling with AI means working faster, being more proactive, and protecting brand reputation in an increasingly complex digital world.
The Evolving Role of the PR Manager
Traditionally, PR Managers focused on writing press releases, pitching to journalists, and handling media crises. While these skills remain essential, the modern PR landscape requires constant monitoring of digital channels, instant responses to issues, and data-driven storytelling. AI supports this shift by automating monitoring, generating draft communications, and analysing public sentiment at scale.
By learning how to use AI effectively, PR Managers can elevate their strategies and deliver stronger, more timely communication.
Where AI Supports PR Managers
- Media Monitoring: AI scans news, blogs, and social media for brand mentions, sentiment, and emerging stories.
- Press Release Drafting: Generate press release drafts or media statements quickly, ready for refinement.
- Crisis Management: AI suggests communication frameworks and responses during high-pressure events.
- Audience Insights: Analyse data to understand public perception and adjust campaigns accordingly.
- Content Repurposing: Transform speeches or reports into multiple PR-ready formats with AI tools.
AI Tools for PR Managers
- ChatGPT: Draft press releases, FAQs, and communication frameworks tailored to different audiences.
- Meltwater + AI: Monitor sentiment and track brand mentions across multiple platforms.
- Cision + AI: Manage media outreach and distribution with AI-powered recommendations.
- Notion AI: Organise projects, draft content, and summarise campaign performance.
- Microsoft Copilot: Automate reports, draft communications, and manage documentation efficiently.
Action Plan for PR Managers
- Automate monitoring: Use AI to track media mentions and identify risks or opportunities in real time.
- Draft faster: Generate press releases or holding statements with AI, then refine for tone and accuracy.
- Prepare for crises: Build AI-assisted frameworks for crisis communication scenarios.
- Analyse sentiment: Leverage AI tools to track how the public perceives your brand or campaign.
- Upskill strategically: Take AI courses to master prompting and communication workflows.
Recommended Courses
Conclusion: Protecting Reputation with AI
AI isn’t replacing the creativity, judgement, or relationship-building skills that PR Managers bring to their roles. Instead, it’s enhancing their ability to monitor sentiment, respond quickly, and manage brand reputation effectively. By upskilling in AI now, PR Managers can strengthen their strategies and remain leaders in reputation management in 2025 and beyond.
by Media Training Ltd