Are PR professionals using generative AI to help with their jobs? If so, what sorts of tasks are they using AI programs for?
To find out, Muck Rack surveyed 1,001 PR professionals between November 2 and December 14, 2023. The researchers then compared the results to findings from a similar survey conducted in May 2023.
Some 64% of PR professionals say they are exploring the use of generative AI programs, such as ChatGPT, in their workflow, up from 28% who said the same in early 2023.
PR professionals say they are using generative AI most for various tasks, such as writing social copy, conducting research, writing press releases, and crafting pitches.
All of the PR professionals surveyed say they have to edit the text generated by AI programs. Some 61% of respondents say they typically have to make edits to most of the text; 30% say they typically have to make edits to a few paragraphs of the text.
PR professionals say the biggest risks posed by generative AI are that younger PR pros won't learn the principles of the profession; the quality of conversations will be lowered by unscrutinized AI outputs; and clients/firms will come to believe they don't need content creators anymore.
About the research: The report was based on data from a survey of 1,001 PR professionals conducted between November 2 and Dec. 14, 2023.
