Why AI Is Not a Threat to PR, but a Tool That Strengthens It

Artificial intelligence is one of the most talked-about innovations in business today, and its transforming public relations too, from how we analyze to how we craft and share stories. As AI tools become more accessible, many business leaders ask if technology will make agencies unnecessary. At KC Projects, our view is clear. AI is not replacing PR agencies. It is enhancing what we do and making our expertise even more valuable.

AI is useful, but it cannot lead strategy
AI tools can complete tasks such as drafting copy, analyzing engagement data, or monitoring news trends. For example, AI can quickly scan thousands of online mentions and summarize how a brand is being discussed. This is valuable, but it is only the first step. Deciding how to respond to that coverage, whether to engage in a conversation, or when to stay quiet requires strategy that comes from experienced professionals who understand context, tone, and timing.

Relationships are at the heart of PR
One of the most important aspects of PR is building and maintaining relationships. AI can organize a media list, but it cannot nurture trust with a journalist over years of collaboration. It cannot attend a community event on behalf of a client or understand when a personal phone call will have more impact than an email pitch. Strong relationships are what open doors for brands, and this is something that cannot be automated.

Creativity and judgment matter more than ever

Great PR campaigns are built on original ideas and creative storytelling. AI can provide inspiration or help brainstorm concepts, but it does not know when to take a bold approach or when a softer message is needed. For instance, AI might suggest generic social media content, but it will not capture the unique voice of a brand or respond with sensitivity during a crisis. Those moments require human judgment.

How agencies use AI effectively
At KC Projects, we embrace AI where it adds value. We use it to speed up research, track media mentions, and streamline reporting. By letting AI handle time-consuming tasks, our team is free to focus on what truly drives results: developing strategy, building relationships, and crafting compelling storytelling.  This balance of technology and expertise allows us to deliver smarter, stronger campaigns for our clients.

The bottom line for businesses
AI is not a threat to PR. It is a tool that helps agencies work smarter and deliver stronger results, but it cannot replace the strategy, creativity, and relationships that define successful public relations. When PR professionals use AI well, it makes the work more valuable to businesses because it blends innovation with the human expertise that drives measurable results.

By Mia Oliveira