There is a very reasonable question being circulated now. If AI can write a press release in 30 seconds, why pay an agency or PR professional to do it?
On the surface, it seems like a logical move. AI tools can produce something that looks like a press release almost instantly, and for time-strapped marketing teams, that kind of efficiency is hard to ignore. The problem is that writing a press release is not the same thing as securing meaningful coverage, and this distinction becomes clearer by the day.
Journalists are increasingly dealing with a wave of AI-generated outreach that technically checks the right boxes but lacks any real substance, relevance or originality. As a result, frustration grows, inboxes become more difficult to penetrate, and in some cases, brands are ignored altogether.
AI has a role to play in public relations, but it is not a substitute for it.
AI can write copy. She can’t do PR.
AI is really useful when it comes to producing content quickly. It can formulate the structure of a press release, summarize key information, create variations on headlines, and help shape initial message ideas. For teams staring at a blank page, this kind of support can be valuable.
However, PR is not just about producing press release-like content. It’s about understanding what makes something newsworthy, identifying the right audience, and communicating the story in a way that resonates with journalists and their readers alike.
What artificial intelligence can help with
- Drafting initial press release structures
- Summarize basic information
- Generate variations in title
- Explore early correspondence ideas
What public relations actually entails
- Find an angle that’s truly newsworthy
- Find out which journalists are likely to be interested
- Design communication so that it feels relevant rather than generic
- Properly check facts, claims and quotes
- Understand timing and the broader news agenda
Here the gap becomes clear. AI can help you generate words, but it can’t replace the judgment, context, and expertise needed to turn those words into coverage.
If your public relations efforts seem to be missing the mark, several key issues will be explored 8 reasons why your public relations are not working.
Why are journalists increasingly angry about the use of artificial intelligence in public relations?
Journalists have always worked under pressure, managing large volumes of emails and tight deadlines. What has changed is the massive amount of AI-powered outreach that now arrives in their inboxes.
High-level journalists can receive hundreds, and sometimes more than a thousand, pitches in a single day. When a large portion of these emails follow the same expected structure, use similar wording, and fail to provide a clear or relevant story, they become much easier to reject.
Common complaints about AI-led outreach
- General and non-personal messages
- There is no clear news angle or importance
- Irrelevant targeting of the wrong post or office
- Weak sources, vague statistics or unconvincing quotes
- A clear lack of human thought or editorial judgment
AI has not created these problems, but it has made it much easier to mass produce and distribute low-quality activities. As a result, journalists have become more selective about what they deal with, and less tolerant of anything that seems rushed or irrelevant.
“Soft blacklist” problem.
There’s no official industry-wide blacklist to which brands are added after a bad pitch, but that doesn’t mean there aren’t consequences.
Journalists quietly filter out repeat offenders
Increasingly, journalists and PR professionals are ignoring repeat offenders, blocking senders who consistently provide low-quality or unverifiable information, and deprioritizing brands that don’t respect their time. These conversations happen openly across LinkedIn, PR communities, and newsroom discussions.
Trust in sources is under pressure
What is changing most importantly is the level of scrutiny being applied to sources and spokespersons.
Recent reports by Press newspaper It has highlighted the rise in the number of AI-generated or completely fabricated “experts” who have successfully placed commentary in the media, in some cases appearing across hundreds of articles before being questioned. This has contributed to the erosion of trust more widely, as journalists now question not just the story, but the credibility of the person behind it.
The National Union of Journalists also warned of the rise in AI-generated material and the entry of fake experts into mainstream news, describing this as a growing threat to trust in journalism.
What does a “soft blacklist” actually look like?
As a result, journalists have become more cautious, more selective, and far less tolerant of anything that seems generic, unverifiable, or artificially created. If your outreach resembles the type of content that is already causing problems in newsrooms, it will likely be ignored or filtered out entirely.
This is where the idea of a “soft blacklist” comes in. It is not an official list, but rather a pattern of behavior. If a journalist repeatedly receives poor or questionable communication from the same source, they are less likely to engage in the future. Over time, this may mean that emails are rejected before they are even read properly.
It’s not just about one bad press release. Rather, it is about a loss of credibility at a time when credibility is under increasing pressure.
This isn’t just about one ignored press release
It’s easy to think of a failed press release as a minor setback, but the impact can be more significant than it seems.
The long-term impact of poor AI public relations
- Damaged relationships with journalists
- Low rates of openness and responsiveness regarding future communication
- Decreased brand authority and credibility
- Reputational risk from inaccurate or misleading content
At a time when media organizations are under increasing pressure to verify information and avoid errors, sending content that appears unreliable or poorly vetted can quickly undermine trust in your brand.
Public relations is fundamentally about building trust, and once that trust is undermined, it is difficult to rebuild it.
Where Amnesty International He does Help with public relations
None of this means that AI should be avoided. If used correctly, it can make PR operations more efficient and support better results.
Where artificial intelligence adds value
- Generate early drafts
- Explore angles and addresses
- Summary of research
- Identify patterns of media coverage
- Reduce heavy administrative tasks
For example, if you’re starting with the basics of release structuring, AI can speed up the process described in this article How to write a press release.
The key point is that AI should be used as a tool and not as a substitute. Human input is still essential to shaping the story, verifying details, and ensuring outreach is relevant and thoughtful.
What does good PR actually look like?
When done well, public relations reflects a clear understanding of both the story and the target audience.
Distinctive features of effective public relations
- A truly newsworthy angle
- A clear understanding of the publication and its audience
- Targeted and relevant awareness
- Facts, quotes and claims are well verified
- Human, considers messages
- Strong timing in line with the news agenda
All of this is underpinned by a relationship-based approach, where journalists are treated as collaborators and not just distribution channels.
For a deeper look at how effective campaigns translate into results, Kozai’s Digital PR Case Studiesincluding work with Travelbag and Cofton Holidays, provide useful examples.
So, can you just use AI to do your PR?
AI can support your PR efforts in useful ways, especially when it comes to speed and efficiency. It can help you get started, generate ideas, and simplify certain parts of the process.
However, it cannot replace the strategic thinking, editorial judgment and relationship building that lie at the core of successful public relations.
Content production is only one part of the equation. Attracting attention, building credibility, and securing coverage requires a level of understanding beyond what AI can provide on its own.
Where this leaves you
If you’re thinking about whether AI can take on the role of your PR function, it’s a valid question to ask, especially given how powerful these tools have become.
The answer is not that AI has no place in public relations. Obviously it does.
But it works best as a support mechanism rather than a replacement. When used separately, it risks creating more hype than value, and by doing so, it can make it harder for your brand to stand out for the right reasons.
If you’re not sure where to draw this line, it’s the Kozai line Digital PR agency services It can help you understand how to combine AI efficiency with the expertise needed to achieve results.
