Why Real Relationships Still Matter in an Increasingly AI-Driven PR World

By Skylar Davis

AI has become part of nearly every industry, and PR is no exception. But a recent Futurism article about a PR firm using fake, AI-generated publicist personas got me thinking about where we should draw the line.

At its core, public relations is about relationships. As a publicist, a huge part of my job is getting to know our clients, understanding their work, and finding the right journalists to tell their stories. On the other hand, it’s also about building relationships with journalists and learning what they actually want in their inboxes.

Anyone who works in PR knows the dreaded “take me off your list” response. It’s usually a pretty good sign that a pitch wasn’t relevant to that journalist in the first place. Mass pitching might reach more inboxes, but that doesn’t necessarily make it more effective. The goal is to get the right story in front of the right person.

That’s also why building relationships with journalists over time matters. When a reporter recognizes your name, they know there’s a real person behind the email who understands what they cover and can answer questions, provide additional information, or connect them with a trusted source. That recognition can build credibility long before a story comes together.

The same goes for clients. The more you understand a client’s voice, goals, and expertise, the better you can represent them and recognize opportunities that genuinely make sense for their business.

AI can find its place in PR with time: it speeds up certain tasks, like research, which helps publicists work more efficiently. But when it comes to the relationships at the center of the industry, I don’t think there’s a substitute for an actual person.

After all, it’s called public relations for a reason.