It’s time we talked about what artificial intelligence truly means for the world of PR: the freedom to excel at what we do best.
While much of the industry remains anxious that AI will make jobs obsolete, we see a completely different reality taking shape. AI is becoming the perfect assistant, one that handles repetitive tasks and accelerates workflows. This liberates PR specialists to focus on the work where they add the most value: strengthening the reputations of brands, companies, and individuals.
Consider this: how many hours a week does your team spend on tasks that could, and should, be automated? Compiling media lists, creating monitoring reports, drafting the initial versions of press materials. At many agencies, this can consume up to 40% of the working week — time that would be far better invested in cultivating relationships with clients and journalists, providing strategic counsel, managing crises, or devising campaigns that make a genuine impact.
We believe in empowering our team to do what they were trained for. We envision Account Directors who build meaningful client relationships instead of drowning in spreadsheets; creatives who can focus on brainstorming brilliant ideas instead of filling in templates; and PR consultants who are out networking at events. For years, the industry has been like a racing car stuck in first gear. By integrating AI into our approach, we empower our senior team to be fully present for our clients.
The result? A smaller, more dedicated account team that achieves more, passing that efficiency and value directly on to you. And the ultimate benefit? A motivated PR team that is more focused than ever on strategy, creativity, and personal connection.