Artificial Intelligence Tools for Public Relations Practitioners: An Overview

Artificial intelligence tools significantly impact almost all domains of industry and science, including public relations. The rapid development and accessibility of large language and vision models have facilitated the relatively easy implementation of great tools. This accessibility has made it relatively simple to integrate powerful tools into various workflows, revolutionizing practices in fields like public relations. These tools enable public relations practitioners to devote more time to creative work by quickly solving time-consuming, repetitive tasks using AI tools. This paper has identified 16 AI tools tailored for PR and content creation that can improve efficiency and simplify their work processes. By leveraging AI's capacity to analyse vast amounts of data, PR professionals can gain insights into audience behaviour and media trends, enabling more targeted and effective communication strategies. This paper explores the transformative potential of AI in public relations, highlighting how these tools are reshaping the landscape of communication, engagement, and content creation.