Leveraging AI tools in public relations: four tips for responsible, effective and creative implementation

A year ago, AI tools like ChatGPT were making headlines for their potential to change the way we work. For some, it was an exciting leap forward. For others, it raised big questions — about ethics, accuracy, and the future of creative industries like public relations.

Fast forward to today, and AI is no longer just a topic of debate — it’s a tool many in the industry are experimenting with and incorporating into their workflows. While AI can enhance efficiency, spark new ideas and support communication strategies, it requires thoughtful oversight. The industry is learning in real-time how to balance the benefits with the risks.

It’s natural to feel skeptical, but these tools aren’t meant to replace human creativity, judgment, or strategy. They’re most effective when used to complement and improve our work.

At Thompson & Co., we keep a close eye on technology trends and best practices to understand how AI can fit into our workflows while maintaining the trust and authenticity that define great PR. Here are some key principles for using AI in a responsible, effective, and creative way.

• Transparency and authenticity. When utilizing AI tools,  upholding transparency and authenticity is essential. Communicate with teams and clients about AI, ensuring it aligns with your brand values, voice, and objectives. Maintain trust and credibility by always disclosing the involvement of AI in generating content. Having a formal AI policy in writing is a good idea, too. 
• Revise, refine, re-iterate. View AI as a tool, not a replacement for human thinking. Provide clear guidelines and boundaries for the AI tool – the better and more detailed the prompts, the better and more accurate the output. Review and revise any AI-generated copy as a standard practice. Vigilantly check facts and verify statistics. Actively participate in training the AI models, monitor performance, and adjust accordingly. The more time and effort you put into these models, the more accurate, relevant, and effective the models will be. Remember, AI is barely a first draft, and certainly not a final draft.
• Ethical considerations. Recognize that AI’s knowledge base comes from various web sources and human input, subjecting it to potential biases and even gross inaccuracies. Always ask for sources and be aware of potential biases. Another ethical consideration is data and client privacy. AI tools are not secure and often share data. Never use confidential information when entering prompts. ‍
• Creativity, innovation, and curiosity. Embrace the changing PR landscape and be open to updating your strategy. Stay informed about the latest trends and advancements in the industry—approach AI with curiosity, and make sure you understand its capabilities and limitations. Let AI enhance and inspire your creativity by using it as a brainstorming tool. Explore its potential to generate innovative ideas and solutions.

AI isn’t a shortcut to great PR, it’s a tool that, when used thoughtfully, can help teams work smarter. It does not replace the human expertise that makes communication effective. As the technology continues to evolve, PR professionals who stay informed, experiment responsibly and set clear ethical boundaries will be best positioned to make AI work for them, not the other way around.

The conversation around AI in PR isn’t over — it’s just getting started. And like any emerging technology, its success depends on how we use it.