Artificial intelligence has moved from buzzword to business-critical tool in public relations. According to the Cision-PRWeek Comms Report 2025, the industry is well past the experimental stage. Today, AI is actively shaping strategy, content, and measurement. This shift is changing not just how PR is practised but also how professionals are valued by the C-suite.
Nearly two-thirds of PR professionals now believe AI significantly improves data and analytics capabilities. This number highlights a turning point. In 2024, agencies and brands were still experimenting. But in 2025, formal AI policies, ethical guidelines, and in-house adoption are accelerating growth.
The Cision-PRWeek Comms Report 2025 shows that 23% of communicators integrate AI heavily into their strategy, while another 44% use it moderately. Only a small minority are resisting. Therefore, the momentum is undeniable.
AI is now embedded in several stages of content development. More than a third of PR teams use it regularly for content review and optimisation. Similarly, brainstorming new campaign ideas has become faster with AI’s ability to generate creative prompts.
Agencies like Taylor use AI as a launchpad, not a replacement. As CEO Maeve Hagen notes, the technology enhances creativity but cannot substitute human insight. Tools such as Waldo help with rapid research on markets, competitors, and trends, saving time on preparation for new pitches.
Another sign of maturity is the rise of proprietary AI solutions. According to the report, 37% of organisations have developed their own tools. Examples include:
These tools show that communicators are no longer just using off-the-shelf AI. Instead, they are building bespoke solutions tailored to PR needs.
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PR measurement has historically been a weak point. In 2017, most professionals admitted they lacked the tools to prove business impact. Today, over two-thirds now have access to advanced measurement systems.
With AI, teams are moving beyond outdated metrics such as AVE. Instead, they are using analytics to show clear cause-and-effect between campaigns and business outcomes. As Katie Tod of CisionOne explains, speaking the C-suite’s language is now possible because AI demonstrates direct links between PR activity and sales or crisis management.
Although optimism is strong, doubts remain. According to the survey, the biggest worry is not job cuts but communication itself. Around 32% of respondents fear the challenge of explaining AI changes to stakeholders. Others are concerned about shrinking budgets or losing influence at the leadership table.
However, 84% reported that their organisation’s C-suite is engaging communications teams more often than in previous years. Hence, despite uncertainty, PR teams are gaining visibility and influence.
AI cannot replace the creativity and judgement of human professionals. But PR practitioners must adapt by:
The report highlights that more than half of respondents already consider themselves good at using prompts. Moreover, organisations are investing in shared prompt libraries to speed up workflows.
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Young PR graduates entering the field in 2025 will find AI everywhere. Yet this is not a reason for fear. Instead, it is an opportunity. Professionals who understand both storytelling and technology will stand out.
The industry is increasingly confident about its readiness. More than 75% of communicators believe their organisations are well-positioned to benefit from AI, while 95% feel better prepared for crises than before the pandemic.
Hence, for students considering a career in communications, artificial intelligence is not a threat but a partner.
If you want to thrive in this AI-driven future, you need strong foundations in communications strategy, analytics, and leadership. For students in India, institutes like SCoRe offer the PGDM in Public Relations and Corporate Communications, one of the most respected PR courses in the country. Recognised among the top PR institutes and counted among leading PR colleges in Mumbai and India, SCoRe prepares graduates with industry-relevant skills.
By learning at such institutes, you can master both traditional PR skills and the modern tools that artificial intelligence is bringing into the profession.
The insights in this article are based on the Cision-PRWeek Comms Report 2025, a trusted benchmark study that has tracked the evolution of communications for eight years. With data from more than 300 senior professionals, it offers one of the clearest pictures of how PR is adapting to technology.
Artificial intelligence is not just a trend. It is the foundation of PR’s next chapter. For those willing to learn, experiment, and adapt, the opportunities are endless.
Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.
