By: Marley Peters

The pressure is on. Deadlines are tight. Inboxes are wilder than ever, and the expectation to deliver standout campaigns that break through the noise? Sky high, even when everyone’s running on cold brew and chaos.

Oh, and you’re supposed to be an AI wizard now, too.

So it’s no surprise that automation tools, AI assistants, and templated outreach platforms have become part of the PR landscape. As workflows speed up, the human spark that makes a pitch land can sometimes get lost faster than trends.

The real issue isn’t that we’re using tools. It’s that we’re trying to rush relationship-building into something transactional. And in PR, an industry built on nuance, tone, and timing, that can sometimes undermine effectiveness.

As someone who runs PR campaigns daily, here’s my take on where AI actually helps, where it falls short, and how you can build the ultimate human/AI workflow.

Where AI Actually Works For You

There’s a difference between using AI to streamline your process and letting it override your brand’s voice. AI is great at handling routine tasks. Think of automation as your backstage crew—let it organize the props, set the scene, and keep things running smoothly…but don’t let it take center stage.

If used wisely, here’s where AI can help:

• Restructuring drafts

That messy press release that reads like three different people wrote it? AI can help reorganize it, clean up transitions, and smooth out the flow so it sounds more cohesive and professional.

• Summarizing long content

Had a 90-minute client interview that felt more like a therapy session? AI can quickly extract useful quotes and themes, saving you hours of sifting through transcripts.

• Tracking client feedback

Instead of scrolling through endless email threads titled “Re: Re: Final V2.docx,” AI can consolidate notes so you know exactly what needs to change.

• Quick research pulls

While AI may still struggle with hallucinations, it’s significantly quicker at gathering initial research. Just remember to verify the information, using your expertise to fact-check as needed.

• Automating repetitive admin tasks

Follow-up reminders, meeting notes, and media list updates. Automate the tasks that don’t require a personal touch, so you can focus on what really matters.

• Idea expansion

Got a decent headline but it’s not quite there? Ask AI to suggest alternatives or even explore new angles to refine your message.

• Spotting patterns in campaign data

AI can quickly highlight what’s working and what’s not, allowing you to optimize before the final report is even due. Your clients will appreciate the proactive approach.

Hard Pass: What I’ll Never Hand Over to a Bot

Some parts of PR should always stay human. No AI, no matter how sophisticated, can replicate the intuition and judgment needed to connect with people. Here’s where AI isn’t the best option:

• Voice drift

AI may offer consistency, but that one-size-fits-all tone it uses often doesn’t match your brand’s personality. For example, you wouldn’t want a creative startup to sound like a corporate tech company, and that’s something AI can’t always get right.

• Creative voice and brand tone

Each client has a unique voice, and PR agencies like DBALP understand that. From financial firms to wellness brands, the voice must reflect the company’s identity and mission, and this requires a human touch.

• Media relationships

Reporters appreciate genuine communication, not a bot-generated message. At DBALP, we engage with journalists by understanding their work, crafting thoughtful pitches, and building long-term relationships. AI can’t replicate that level of nuance.

• Messaging strategy

No AI tool can tell you when to pivot your pitch. At DBALP, we combine data with instinct to continuously evaluate and adjust messaging, ensuring it resonates with the right audience.

• Client-centric communication

Understanding a brand’s core values and mission isn’t something that can be gleaned from an algorithm. It’s built on thoughtful, ongoing conversations with the client, and that human insight drives successful campaigns.

Build a PR System That Works With You, Not Against You

So yes, some tasks should always stay human. But that doesn’t mean technology is the enemy. The key is to strike a balance, integrating both human creativity and AI efficiency. The challenge isn’t choosing sides; it’s building a system that respects both.

Here’s a simple exercise to start today:

Step 1: Map your workflow.

Break down your weekly PR tasks: media list building, writing, scheduling, reporting, outreach, and follow-ups.

Step 2: Label each task:

• Automate – Tasks like data entry, follow-up reminders, and email scheduling

• Personalize – Tasks that require voice, emotion, and connection (like messaging or outreach)

• Eliminate – Redundant steps, bloated tools, and anything that wastes time

Step 3: Rebuild your stack intentionally.

Use tools that serve your process, not the other way around. The goal is to reduce friction, not replace the human element.

Done right, this hybrid system gives you more time to think, pitch, and write like a human, while still running a tight, efficient operation. Because the most successful campaigns aren’t just automated—they’re crafted by people who understand how to blend the best of both worlds.

That’s exactly what Don’t Be A Little Pitch (DBALP) has built: a PR system that blends technology, creativity, and human insight. It’s led by people who understand that great stories don’t just sell—they connect.

Spoiler: Real Stories Still Win.

PR isn’t becoming fully automated. It’s evolving. The pros leading the next wave won’t be the ones handing everything over to AI. They’ll be the ones who know how to delegate the routine tasks and double down on what matters: real connections.

They understand that a strong story still needs a human touch, and that while speed is useful, authenticity is what makes campaigns memorable.

So, sharpen your workflow. Use the tools. But keep your hands on the part that counts: the pitch that hits, the message that sticks, and the brand voice that’s truly unique.

Because there’s no AI for instinct—and no shortcut for PR that actually works.

Want to see what that looks like in practice? Visit Don’t Be A Little Pitch (DBALP) to see how a real human-led, tech-supported PR system delivers results that truly connect.

Disclaimer: The information provided in this article reflects the views and practices of Don’t Be A Little Pitch. The use of AI in PR strategies is discussed based on the company’s approach and experience. Results may vary depending on individual circumstances. Always consider consulting a PR professional to assess the most suitable strategy for your specific needs.