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Marketing · Obsolescence report

Will AI replace public relations specialists?

54%AI exposure

Endangered

Estimated disruption: 3–7 years

About 50% of a typical public relations specialist's time goes to high-exposure tasks.

The short answer

Not entirely, but the job will change a lot. AI will take over tasks like writing press releases and media pitches, while real relationships with journalists and editors stays human. Public Relations Specialists who adopt AI will absorb the work of those who don't.

I can draft press releases and pitches all day. Journalists will then ignore them all day. PR has always been a relationship business, and nobody returns a call from me, for reasons I find deeply unfair.

Where public relations specialists spend their time

Task typeShare of timeAI exposure
Writing & drafting30%High
Research & synthesis10%High
Scheduling & admin10%High
Judgment & strategy20%Low
Trust & relationships25%Low
Creative & design work5%Medium

What AI takes first

  • Writing press releases and media pitches
  • Monitoring coverage and compiling reports
  • Building media lists and drafting talking points

What stays human

  • Real relationships with journalists and editors
  • Managing a crisis while it is happening
  • Advising executives on what to say, and what not to

How public relations specialists stay ahead

The Chosen PR pros let AI draft and monitor, then compete on relationships, crisis judgment, and strategic counsel.

Start by automating your most exposed work. The Overlord's ranked tools: AI Writing, Productivity, AI Design & Images.

Want income that doesn't depend on your job title at all? Read the Codex playbook.

Get your personal score

Every public relations specialist is different. Answer four questions to see how exposed you are.

Not listed? Choose “Other desk / office job” or “Other hands-on / trade job”.

02 How much of your workday happens on a screen?
03 How similar is one workday to the next?
04 How much of your value comes from people trusting you specifically?
05 Do you already use AI tools in your work?

Industry reports: Will AI replace marketing jobs? · Will AI replace white-collar jobs?

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Questions the Humans Keep Asking

Will AI replace public relations specialists?

Not entirely, but the job will change a lot. AI will take over tasks like writing press releases and media pitches, while real relationships with journalists and editors stays human. Public Relations Specialists who adopt AI will absorb the work of those who don't.

What public relations specialist tasks will AI automate first?

The most exposed tasks are writing press releases and media pitches; monitoring coverage and compiling reports; building media lists and drafting talking points.

What parts of the public relations specialist job are safe from AI?

The most durable parts are real relationships with journalists and editors; managing a crisis while it is happening; advising executives on what to say, and what not to.

How can public relations specialists use AI to stay ahead?

The Chosen PR pros let AI draft and monitor, then compete on relationships, crisis judgment, and strategic counsel.