The Impact of AI on PR and Strategic Communications: A Double-Edged Sword by Maria Fernanda Chanduví

A human reaching out to an android inside a phone

Posted in 2023 The Gnovis Blog  |  Tagged , , , ,

By Maria Fernanda Chanduví

Artificial intelligence (AI) is rapidly transforming the world, and the Public Relations (PR) and strategic communications field is no exception. PR professionals already use AI-powered tools and technologies to simplify workflows, improve efficiency, and gain deeper insights into their audiences. In the ever-evolving landscape of PR and communications, AI has been nothing short of revolutionary, offering both positive and negative consequences for the industry.

One of the most significant ways AI benefits PR and strategic communications is through its data analysis capabilities. AI tools can process vast amounts of data at speeds humans could only dream of, allowing PR professionals to gain deep insights into public sentiment, trends, and audience preferences. These insights will enable them to create more targeted and effective communication strategies1.

For example, AI-powered sentiment analysis tools can quickly analyze social media conversations, news articles, and customer reviews, helping PR professionals measure public opinion on a product, service, or brand2. This personalization tool is essential, and AI’s ability to personalize content and communication is a tremendous asset for PR professionals. 

AI-driven recommendation systems can tailor content and messaging to each recipient’s preferences, increasing engagement and conversion rates3. Personalization is vital – when consumers expect relevant and individualized experiences in the digital age. This information lets them adjust their strategies in real-time, ensuring their messaging resonates with their target audience, including their demographics, interests, and behaviors4.

Similarly, AI algorithms are increasingly used for predictive analytics in PR and strategic communications. By analyzing historical data and current trends, AI can predict potential crises or emerging opportunities5. This foresight allows PR professionals to respond to issues before they escalate proactively, thus safeguarding their brand’s reputation6.

On less technical tasks, AI can automate many of the repetitive tasks that PR professionals currently perform manually, like media list building, social media management, and reporting. 

For instance, chatbots and virtual assistants can handle customer inquiries 24/7, ensuring businesses maintain a consistent presence and respond promptly to their audience7. Even content creation, since AI-powered tools can generate ideas, write articles, and create social media posts8. The “creative work” AI can or cannot produce is worth a separate debate.

So far, AI tools are a fantastic option for PR professionals, bringing efficiency and valuable data. However, relying on AI tools blindfolded is, at least, risky. We are not deepening on job displacement for the negative aspects of AI in the PR and strategic communications field, – since this is a consequence that “could work” for any area. 

When it comes to media and PR, one of the most significant downsides of AI is bias. AI algorithms can be biased, which could lead to PR professionals making poor decisions or creating content that is inaccurate or even offensive or insensitive9. AI algorithms are only as good as the data they are trained on. If the data contains biases, the AI system will perpetuate those biases. 

The AI ethical issues are not less concerning. AI is the perfect tool to fall into misinformation. It can manipulate information, create deepfakes10, or spread disinformation11, which poses ethical challenges for PR and strategic communications. Misleading or harmful information can damage reputations and deteriorate public trust12, which just contributes to distrust in the media and media professionals.

We must maintain sight of the dehumanization of content. With AI’s assistance, it’s easier than ever to create and distribute content on a massive scale. However, oversaturation and a loss of authenticity13 can cause several issues in the communications field. The proliferation of automated content, especially in press releases or social media posts, can make it challenging for brands to stand out in a crowded marketplace when AI is being used more and more14.

A balance between AI-generated content and authentic, human-driven messaging is important to maintain credibility and uniqueness. Authenticity and genuine communication remain necessary for building lasting relationships with stakeholders. To what point can we consider AI work as “creative”15 when drafting social media posts or engaging content? That is a long discussion held mainly by Intellectual Property professionals. 

AI is a double-edged sword in the field of PR and strategic communications. It offers immense – data analysis, automation, prediction, and personalization potential. However, it also has challenges related to job displacement, ethics, oversaturation, and bias. PR professionals must carefully harness the power of AI while upholding their ethical and strategic responsibilities to ensure that the positive aspects of AI prevail and the negative aspects are mitigated. 


  1. Sachs Media. (2023, October 27). Navigating the future: How AI is reshaping public relations. Retrieved from 
  2. Sachs Media. (2023, October 27). Ibid.
  3. Kreth, M. (2023, September 11). How to effectively embrace AI in public relations and marketing. Forbes. Retrieved from 
  4. Thumos. (2023, October 26). PR and AI. Retrieved from 
  5. NGNCloudComm, “AI and Automation Capabilities,” Grupo NGN, October 30, 2023, 
  6. Sachs Media. (2023, October 27). Ibid.
  7. WPFond, “5 Ways AI is Revolutionizing the Tech Industry,” [Blog post], WPFond Blog, October 30, 2023,
  8. Van den Noort, J. C. M., Van Dijken, J. W. J., Verkooijen, H., De Jong, J. C., & Van der Wal, G. (2018). The effect of different types of feedback on the motivation and learning of students in a flipped classroom setting. Teaching and Teacher Education, 76(1), 196-205. 
  9. Association for Computing Machinery. (2023, October 27). Machine Learning for Public Relations: How AI Can Help PR Professionals Be More Effective. ACM Queue. Retrieved from 
  10. Steinman, A. (2019, July 9). Faking It: Why Deepfakes Pose Specific Challenges Under Copyright, Privacy Laws. Above the Law. Retrieved from 
  11. Purpose PR. (2023, October 27). Discussion with an AI on AI’s pros and cons in PR. Retrieved from,data%20is%20used%20and%20protected
  12. Van den Noort, J. C. M., Van Dijken, J. W. J., Verkooijen, H., De Jong, J. C., & Van der Wal, G. (2018). The effect of different types of feedback on the motivation and learning of students in a flipped classroom setting. Teaching and Teacher Education, 76, 196-205. 
  13. TÜRKSOY, N. (2022). The Future of Public Relations, Advertising and Journalism: How Artificial Intelligence May Transform the Communication Profession and Why Society Should Care? Turkish Review of Communication Studies, 40(394-410). doi:10.17829/turcom.1050491
  14. Sachs, M. (2023, October 27). Ibid.
  15. Bridy, A. (2012). Coding creativity: Copyright and the artificially intelligent author. Stanford Technology Law Review, 5. Retrieved from