Artificial intelligence is not just another buzzword in public relations. It is transforming careers and redefining how professionals approach communication. As agencies and in-house teams adopt AI tools, young graduates entering the PR industry face a crucial question: will AI replace their jobs, or create better opportunities? According to the 2025 USC Global Communication Report, nearly 60% of PR professionals believe artificial intelligence will have a positive impact on the profession.
Although AI brings unprecedented change, the human element remains critical. Understanding this balance is essential for anyone planning to build a career in PR.
Artificial intelligence is already shaping daily PR tasks. Agencies report using AI for social media analytics, press material development, and creative services. In fact, 43% of respondents in the USC report say they rely on AI for social media work, while 36% use it for research and analytics.
Moreover, AI tools help PR teams monitor trends, identify potential crises early, and create draft content efficiently. For instance, generative AI platforms can develop initial press releases, enabling professionals to focus on fine-tuning and strategic storytelling.
However, experts emphasise that artificial intelligence is still a collection of tools—not a replacement for human decision-making. This distinction is important for graduates entering the field.
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Although there is concern about AI replacing jobs, experts say humans remain vital in PR. The report shows 78% of Boomers and Gen X professionals believe people will always be essential for effective communication.
Yet, there are indications that artificial intelligence could reduce the number of repetitive tasks in entry-level roles. For example, content generation, media monitoring, and data analytics might rely more on automation in the next five years.
Therefore, young graduates must develop skills that go beyond basic tasks to remain valuable. Creativity, strategic thinking, and relationship-building are areas AI cannot replicate.
Moreover, 25% of respondents believe there will be fewer entry-level roles because of AI. This makes it even more critical for students to differentiate themselves through advanced technical and soft skills.
Artificial intelligence can make PR campaigns smarter, faster, and more precise. It allows professionals to:
The USC report highlights that 29% of PR professionals expect AI to improve their ability to deliver the right messages to the right audiences.
However, one major concern remains: misinformation. About 35% of professionals worry that AI could increase fake news and harm credibility. Hence, PR teams need to use AI responsibly while ensuring fact-checking and ethical communication remain priorities.
Even with the rise of artificial intelligence, creativity remains PR’s core strength. AI can assist in idea generation, but it cannot replicate human empathy or the ability to craft messages that connect emotionally.
Senior agency executives emphasise that relationships and trust are built by people, not machines. This is why developing creative and interpersonal skills is just as important as learning AI tools.
Interestingly, the report shows that Gen Z professionals are more comfortable with AI-driven tools, yet even they value human creativity. Nearly 52% of Gen Z respondents agree that humans will remain essential for successful PR campaigns.
To succeed in an AI-enhanced industry, PR graduates should:
Experts recommend specialised AI training programmes since only 15% believe universities are adequately preparing students. Hence, extra learning can give graduates a competitive edge.
Globally, PR agencies are focusing on integrating artificial intelligence into their core services. The report indicates that agencies use AI more for social media and content creation than in-house teams.
Moreover, agencies that specialise in AI are predicted to attract more clients and talent in the coming years. This shows the growing demand for AI-savvy professionals in the global PR landscape.
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For Indian PR graduates, artificial intelligence presents both challenges and opportunities. While some repetitive tasks may disappear, there is a huge demand for professionals who can blend AI skills with cultural insights and local storytelling.
PR in India is also witnessing a shift towards digital and influencer marketing, which AI supports effectively. By mastering AI tools early, Indian graduates can position themselves as leaders in this transition.
The USC report identifies several essential skills for PR professionals in the age of artificial intelligence:
Artificial intelligence is changing the face of public relations. But it is not a threat; it is a tool for innovation. For those entering the industry, blending AI proficiency with human creativity will be the key to building a successful and future-ready career.
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