The implementation of AI in Public Relations brings numerous benefits. According to The State of PR Technology 2023, 67.8% of PR professionals surveyed already leverage AI in their work. PR specialists are already using AI for tasks such as:
- Idea Generation
- Press Release Creation
- PR Research
- PR Reporting
- PR Monitoring
Despite the potential risks of these tools, such as accuracy and privacy concerns, AI tools for PR are very helpful.
If you’re eager to expand your AI toolkit and skillset further, catch up on PR Episodes 2024. Our event brought together industry experts who explored the nuances of AI integration in PR and offered practical insights on leveraging these tools effectively.
Here are the top 10 AI tools for PR to help you get more work done quickly.
What are the best AI tools?
Prowly
Price: starts at $258 per month; free trial available.
Prowly’s AI-enhanced workflow covers all aspects of press releases, from ideation to drafting, editing, journalist outreach, and email summarization.
✅ Pros
- Spark your storytelling and ideation with Prowly’s AI writing Assistant✨. Say goodbye to blank pages. Simply input your general press release idea, and you will receive three story angles to develop as you wish.
2. Once drafted, Prowly’s AI Assistant provides suggestions for perfecting your freshly crafted press release. Adjust the tone, quotes, and text length to reflect your brand’s style and goals even better.
3. Prowly’s AI workflow simplifies pitching by using press release keywords to connect you with relevant journalists — who are genuinely interested in your story! — expanding your contact list.
4. Finally, Prowly offers personalized recommendations for your email’s subject line, body, and preview text that align with your press release—designed to boost your email open rates and clicks significantly.
🔻 Cons
As for the downsides, we’d love to hear from you! Feel free to test our new AI workflow and share your feedback. We can guarantee you won’t find anything this powerful on the market. Happy testing! ✨
Psst! We also prepared two guides to help you use the AI Press Release Generator for the best results and write and pitch press releases with AI.
ChatGPT
Price: Free; ChatGPT Plus is $20 per month.
✅ Pros
ChatGPT is considered one of the most popular AI tools for communication. The most advanced chatbot on the market uses a natural language processing model to give you answers to your questions. ChatGPT can be used for almost anything, so it’s no wonder it’s one of the most common AI-powered recommendation engines.
PR professionals are using ChatGPT to streamline their workflow. They utilize it for crafting press releases, generating creative ideas, conducting research, and composing pitches and follow-up emails.
One crucial aspect is effectively prompting the AI, and we have already addressed this topic in a recent article, in which we listed the top ChatGPT prompts for PR.
🔻 Cons
ChatGPT is an AI tool for PR, but it is far from perfect. If you add content to the tool, you’re practically giving away your data because OpenAI (the company behind ChatGPT) uses it for learning. In other words, it’s not smart to feed sensitive info to this tool.
The tool’s knowledge base is cut off from January 2022. As the PR industry relies on timely information, this can be a major issue when using this tool.
Also, crafting a press release with ChatGPT can be challenging. Start by providing a prompt like “compose a press release about X, including key messages about A, B, C, and a quote from a company representative.”
The next steps depend on the outcome and require careful editing and attention to detail. ChatGPT is not a text editor, so it’s not ideal for editing, cutting, or changing specific parts.
It works well for social media posts, where you can see the whole content, but with longer texts, you may find it challenging to keep track of changes. You often end up copying and pasting between multiple applications and windows.
Midjourney
Price: starts at $8 per month.
✅ Pros
One of the new tools that has gained popularity in the past year is Midjourney, a powerful image generator. Leveraging AI has become even easier with this tool, as you can put in any kind of prompt and have a fully finished image in minutes. For example, if you need an image for a PR campaign but don’t want to hire a photographer, you can use Midjourney instead.
Aside from the regular boilerplate images and logos, you might want to include some other images, and here is where Midjourney can help. It’s cheap, effective, and can save time.
🔻 Cons
Conversely, every image you create is fed back into Midjourney. This essentially means you do not own the copyrights to your work. Even worse, other Midjourney users can see and use your content. Your images become public domain, and you no longer have the option of deleting them. In other words, it is one of the most common dangers of using AI tools.
Jasper
Price: starts at $39 per month, free trial available.
✅ Pros
Before ChatGPT became a thing, Jasper was the main AI-powered enterprise platform on the market. If you need anything written (including PR content), Jasper can handle it. Whether you want help with a new PR blog, a press release, or some social media copy, give it instructions, and Jasper will deliver.
In fact, Jasper can do routine tasks and handle your entire PR workflow. Simply upload the creative brief and the app can handle the rest. You can launch an entire integrated marketing campaign directly from Jasper.
🔻 Cons
On the other hand, Jasper has a high price tag compared to other AI tools for PR. It’s also not great for long-form content and may need a lot of input to produce usable content.
If you’re looking for top AI marketing tools, check out the 31 options we have prepared.
Grammarly
Price: free for up to 100 prompts.
✅ Pros
Famous for its writing assistant, Grammarly launched its AI tool and followed the pack. Named GrammarlyGO, this app helps you improve your writing and adjust the content you create with one click. For example, you can ask the tool to shorten or summarize your text to make it more (or less) formal and much more.
GrammarlyGO helps you change the content you wrote and adjust it to a different tone of voice, style, and level of formality. For PR practitioners, you get a second pair of eyes to review your documents and press releases. Also, you’ll never run out of ideas for your target audience.
🔻 Cons
As for the downsides, GrammarlyGO suffers from the same problems as other AI tools for PR. The data may not be very accurate. Also, be careful when feeding it sensitive and important information, as the app uses your data for learning.
Wordtune
Price: free plan available; plans start at $9.99/month.
✅ Pros
This AI software has been around for a bit, and many professionals, including those in the public relations industry, use it. It’s pretty simple: you write something, and Wordtune can improve it. If you ever get stuck while writing press releases, Wordtune can help you regain clarity.
You can ask this tool to insert a statistical fact, make a joke, or explain a complex term. If your content sounds unclear, you can ask Wordtune to simplify or summarize it.
🔻 Cons
On the downside, 10 rewrites per day in the free version won’t last you very long. Also, compared to other AI tools for PR, the interface is not the greatest and comes with a steeper learning curve.
Canva
Price: free, paid plans start at $119.99 per year.
✅ Pros
One of the most popular ways to create free content online is with Canva. This design tool has many features that allow anyone to become a designer, even without design skills. Their AI tool goes one step further. Simply type in the text for an image you want to create, and Canva will deliver.
How does this come in handy for public relations? Let’s say you want an image of a businessperson winning a marathon while wearing a full suit. Type it into the AI image generator, and Canva will create it. It works similarly to other AI-powered tools: the better you create prompts, the better the results you can get.
🔻 Cons
As for the cons, there are only 50 images you can create with the free plan. Also, you may have copyright issues depending on your location.
Otter
Price: starts at $10 per user per month.
✅ Pros
To reach a press release, PR specialists have to sift through a lot of content. Sometimes, that content comes from meetings. The more meetings there are, the more difficult it becomes to create content for PR campaigns. This is where AI PR tools like Otter come in.
This AI tool tunes into your meetings (on Zoom, Google Meet, and other platforms) and “listens” to them. Otter then takes notes using its proprietary AI technology. In short, it transcribes the meeting as it happens in real-time. It identifies who spoke at which time and which sentences they uttered.
But even more than that, this AI-powered tool summarizes the meeting notes for you in real time and after the meeting. Instead of listening to hours of meetings, PR practitioners can just read a neat summary by Otter.
🔻 Cons
As for the downsides of this tool, it is not always very accurate. Before creating press releases, you must remove quite a few “umms” from the written content. Also, it’s not very affordable compared to other AI tools for PR.
Synthesia
Price: starts at $22.50 per month.
✅ Pros
Synthesia is an AI-based video creation software that lets you type a prompt and create a video. PR pros can use it to turn any idea into a promotional video. Don’t have the time to record a spokesperson making an announcement? Synthesia to the rescue.
This AI tool offers 140+ avatars that look and sound like real people. With 120+ languages available, it shows the future of the media landscape.
🔻 Cons
On the other hand, the videos created in Synthesia still don’t have the look and feel of a real recorded video. The Personal plan can limit the number of videos and scenes you create.
Beautiful.ai
Price: $12 per month; free trial available.
✅ Pros
Do you need to create a pitch deck or any presentation? You can use PowerPoint or Google Slides, but who has time for that when you have an AI tool? Beautiful.ai, to be more precise. This tool helps you create presentations by prompting you about the content you want included on the slides.
Unlike PowerPoint or Slides, Beautiful.ai is easy to use and works with you. You can change the content with a few clicks, whether you prompt the tool or add your own content.
🔻 Cons
Users complain about the UX and the app breaking down with more complex operations.
Conclusion
AI tools for PR won’t replace PR teams, but they can be incredibly helpful. Instead of thinking about AI communication tools as your enemy, embrace them and use them to streamline your workflow and make your job as a PR professional easier.
Ready to take that first step? Start with Prowly and sign up for your free trial today!
