Today, we'll explore the role of AI for public relations professionals. How it's used, what (not) to use it for, and where we're headed as an industry.

By the way, now you can use AI in PR with Prowly! We launched our own AI PR features to cover every step of creating a press release. From brainstorming ideas to drafting and editing content, connecting with the perfect journalists, and even summarizing your press release in emails.

Role of AI in PR: our research

Our report revealed a clear link between AI adoption and professional satisfaction. Among PR pros who describe themselves as “happy” or “extremely happy” with their AI use, 80.2% are regular users, and 65% feel confident in their ability to use it effectively.

In short: the more you use AI, the more value you get from it.

That value shows up in everyday tasks. PR teams are using AI to:

• Save time on research and content ideation
• Analyze sentiment across thousands of brand mentions
• Generate press release drafts and automate editing
• Uncover trends in customer feedback or media coverage

What used to take hours can now be done in minutes. And in a field where timeliness is everything, this kind of efficiency isn’t just nice to have—it’s essential.

AI isn’t here to replace you—it’s here to help you focus on what you do best: strategic thinking, building relationships, and telling impactful stories.

Here's just a simple example of how you can leverage AI in your day-to-day work.

Use case #1: Generative AI for ideas and inspiration

Generative AI can be a powerful creative partner—especially when you're staring at a blank page. Tools like Prowly’s AI can assist with brainstorming ideas, developing angles, and kickstarting content when you're feeling stuck.

Let’s say you’re writing a press release. Instead of drafting from scratch, just enter the key facts—what happened, why it matters, and who it is for. In seconds, Prowly AI will generate a working first draft you can fine-tune and personalize for your audience.

It’s not about replacing your ideas—it’s about accelerating them.

Use case #2: Content creation with AI

AI that benefits from Natural Language Processing puts the power to quickly generate press releases and PR reports directly into your hands.

The AI model may not be a match for human expertise. But it can significantly enhance human capabilities by helping create personalized content. Bear in mind that tools such as ChatGPT, Claude, Perplexity, and others use human data for training.

Over time, these tools improve because of their training, helping you create more effective content that lands nicely with your target audience.

Need help prompting? Check out our top ChatGPT prompts for PR pros.

Use case #3: Speeding up research with AI

Research is a critical—but often time-consuming—part of PR work. AI-powered tools can help you gather background info, track competitor activity, or dig up relevant media stories in seconds instead of hours.

Though ChatGPT is helpful for structuring information or summarizing sources, it’s not always up to date. While tools like Perplexity can pull real-time data from the web, helping you build pitches, press releases, and reports with more confidence and relevance.

The result? Less time on manual digging, more time on insight and strategy.

Use case #4: Media monitoring with AI

Beyond AI-generated content, we can find even more uses. AI can perform sentiment analysis to track the success of our PR campaigns. Giving you the data you need to head off any potential crises.

AI can also provide data analysis, providing PR professionals more time to apply their human expertise to great PR strategic planning.

Using generative AI for analyzing sentiment is nothing new, and it's not particularly useful for individual posts. But analyzing hundreds of social media posts at once with AI can help you uncover trends and understand what people are saying, where, and why.

Most importantly, it can help you find sudden spikes in negative mentions, so you can prevent crises before they become really bad.

Use case #5: AI assistance in reporting

The idea of using AI for public relations wouldn't be complete if we left out reporting. AI-powered tools can act as virtual assistants to help show the value of your work.

AI technology helps by providing the raw data and sentiment analysis needed to link sales results with earned media coverage.

It also provides historical data analysis, tracks market trends, and measures the performance of PR communication campaigns over time to help secure future budgets.

Benefits of Artificial Intelligence in Public Relations

Now, onto the good stuff. When it comes to public relations and technology, we're always looking for those little quality-of-life perks. Machine learning tools are no exception.

To perform tasks such as sentiment analysis and keeping track of social media is the essence of AI PR. AI public relations should make our work more efficient and free PR pros up for more creative work.

But let's take a closer look at how PR pros are profiting from AI in communication today.

#1. Smarter media monitoring, stronger reporting

AI’s greatest strength in PR? Turning noise into insight. According to our survey, 27.9% of PR pros use AI for enhanced media monitoring, while 27.5% rely on it for advanced measurements and reporting.

AI-powered tools can analyze thousands of social media mentions, news articles, and online conversations in real time—something no human team could do manually. They extract meaningful patterns, perform sentiment analysis, and dig up the insights that matter most.

The result? A powerful time-saver and decision-making asset. You spend less time digging through data and more time using it to shape campaigns, optimize strategy, and support budget proposals with hard numbers.

#2. Operational efficiency

AI is helping PR pros get more done faster. 61.4% of early adopters report increased efficiency, with 76.6% using AI to automate repetitive tasks and free up time for strategic work.

It’s also speeding up research for 58.7% of users and boosting content creation and ideation for 42.2%.

Less busywork. More brainwork.

#3. Faster, smarter research

AI tools are reshaping how PR pros gather insights. From monitoring media coverage to digging into competitor strategies, 58.7% of professionals use AI to speed up research across platforms.

Instead of spending hours sifting through articles or social posts, you can now get instant summaries, trend overviews, and relevant data—all with a single prompt.

This lets you move faster, act on real-time information, and stay ahead of the conversation.

#4. Reduced costs

AI isn't just a time-saver—it’s a cost-saver too. 43.5% of PR professionals say AI tools have helped cut business costs and resource needs.

By automating repetitive tasks, accelerating research, and streamlining content creation, AI reduces man hours and frees up teams to focus on high-value work.

In an industry where budgets are tight and expectations are high, that’s a game changer.

#5. Smarter content creation

AI is becoming a creative ally for PR teams. 42.2% of professionals already use it to enhance their content—from writing personalized messages to generating social media posts and brand storytelling ideas.

It’s a fast, flexible way to go from concept to first draft. But while AI can kickstart the process, human insight is still essential for adding nuance, creativity, and that final polish.

Example: Creating a press release with Prowly AI
Say you’ve just finalized a product launch. Instead of staring at a blank page, you open Prowly AI, fill in a few key details—what’s new, why it matters, and who it is for—and the tool generates a complete press release draft in seconds. You can tweak the tone, expand on key points, and then instantly generate a summary to include in your email pitch. From concept to outreach, the entire process takes minutes, not hours.

AI in Public Relations: ethical considerations

AI tools for PR offer incredible speed and scale—but in public relations, where trust is currency, ethics can't be an afterthought. From misinformation risks to data security and algorithmic bias, PR teams need to use AI tools responsibly and transparently.

Our research confirms that ethical concerns aren’t hypothetical. In fact:

• 63.9% of PR pros worry about fake news and content manipulation
• 37.8% cite data privacy and cybersecurity as major issues
• 32.8% are concerned about AI-generated bias

These concerns are real—and ignoring them could damage client trust, brand reputation, or even result in legal trouble.

Here are just some of the things to keep in mind when using AI in public relations.

#1. A commitment to accuracy: double-check everything

In PR, credibility is non-negotiable. So it’s no surprise that 63.9% of professionals name misinformation—like AI-generated fake news or manipulated media—as one of their top concerns.

Generative AI can produce content that sounds confident but isn’t always correct. Known as "hallucinations," these errors can sneak into press releases, pitches, or reports—damaging trust and sparking unwanted crises.

The fix? Always verify facts, quotes, and data before publishing AI-generated content. It’s one extra step, but far less costly than issuing a public correction later.

AI can speed things up—but human oversight is what keeps it credible.

#2. Protect sensitive data: use AI responsibly

37.8% of PR pros say cybersecurity and privacy are top concerns when using AI tools—and for good reason.

Generative AI tools like ChatGPT and others often use input data to train future models. That means anything you type—campaign briefs, client names, unpublished strategies—could unintentionally end up in someone else's output.

Just ask Samsung, which accidentally leaked sensitive code through an AI chatbot. Or Valve, which paused AI-generated game content over copyright concerns.

As a rule of thumb: never input anything you wouldn’t want published online. Use AI for brainstorming and drafting, but keep confidential client data out of the prompt box.

Your client’s trust—and your reputation—depends on it.

#3. Be transparent about AI use

In communications, trust is everything—and 26.4% of PR pros say they’re concerned about the lack of transparency in how AI is used.

When AI-generated content mimics human communication without disclosure, it can feel deceptive. And that perception can damage credibility—not just with audiences, but with clients and colleagues, too.

That’s why the PR Council recommends openly stating when generative AI tools are used in the creative process. This isn’t just ethical—it’s smart business.

Everyone’s using AI. What sets the best apart is how clearly and confidently they explain it.

So be upfront. Add a human touch. And let transparency build the trust your work depends on.

P.S. Here’s an article that might come in handy if you’re looking for a tool to measure the impact of your communication efforts.

#4. Use diverse training data: evaluate AI for biases

AI tools learn from human behavior—and that includes our blind spots. This can lead to biased language, underrepresentation, or culturally insensitive content in both text and visuals.

For PR professionals, this isn’t a minor flaw—it’s a brand risk. In fact, 32.8% of our respondents list AI bias as a top concern.

To prevent a public relations AI-related crisis, don’t rely on a single AI tool. Compare outputs from platforms like ChatGPT, Claude, and Perplexity to spot inconsistencies or skewed messaging.

And remember: AI should support, not replace, the value of diverse perspectives. Real inclusivity still requires human oversight.

Extra tip: Need a deeper dive? Check out our guide to building an ethical AI framework, based on PR Council recommendations.

#5. Where AI meets human empathy

Two of the biggest fears PR professionals have about AI? Losing the human touch (56.1%) and a decline in creativity (50.6%). And those fears are valid.

While AI can generate ideas, headlines, even full press releases, it can’t replicate empathy. It can’t read a room, adapt to emotion, or build a meaningful relationship. That’s still your job.

The best outcomes happen when humans and machines work together. Use AI to handle the heavy lifting—then add your insight, experience, and voice.

AI can support your storytelling. But only you can make it matter.

AI and Public Relations: a smarter way forward

Using AI in public relations is no longer a novelty—it’s becoming the norm, as long as it's used responsibly. But let’s be clear: AI in PR is still evolving. Without clear guidelines, transparency, and human oversight, even the smartest tools can create unnecessary risks.

At Prowly, we’ve built our AI features specifically for PR professionals—to enhance the way you ideate, write, and share your stories. Our AI-powered suite helps you:

• Generate press releases from just a few key inputs
• Brainstorm headlines and angles in seconds
• Edit and improve drafts with smart suggestions
• Summarize press releases into email pitches
• Connect with relevant journalists via our integrated media database

It’s all designed to save time, improve quality, and give you a strategic edge—without losing your voice or creativity.

AI can’t replace the PR pro. But it can absolutely make your work more impactful.

The post AI in Public Relations: Benefits, Use Cases & Ethical Considerations appeared first on Prowly.

• Idea generation
• Press release creation
• PR research
• PR reporting
• PR media monitoring

There are certain potential risks to these tools, such as accuracy and privacy concerns. However, AI tools for PR can help you save time, brainstorm and share ideas, nurture relationships with media contacts, and much more.

The best AI tools for public relations professionals in 2025

Here are some of our favorite AI tools for PR professionals, with their top features, pricing, and pros and cons. We've grouped them based on their primary purpose for AI in public relations.

AI tools for content creation

These AI powered PR tools can help you with AI generated content, some of them specifically for PR, while others have more general use cases.

#1. Prowly

Price: starts at $258 per month; free trial available

Prowly's AI-enhanced workflow covers all aspects of press releases, from ideation to drafting, editing, journalist outreach, and email summarization.

✅ Pros

1. Spark your storytelling and ideation with Prowly’s AI writing Assistant✨. Say goodbye to blank pages. Simply input your general press release idea, and you will receive three story angles to develop as you wish.

2. Once drafted, Prowly’s AI Assistant provides suggestions for perfecting your freshly crafted press release. Adjust the tone, quotes, and text length to reflect your brand's style and goals even better.

3. Prowly's AI workflow simplifies pitching by using press release keywords to connect you with relevant journalists — who are genuinely interested in your story! — expanding your contact list.

4. Finally, Prowly offers personalized recommendations for your email's subject line, body, and preview text that align with your press release—designed to boost your email open rates and clicks significantly.

🔻 Cons

As for the downsides, we'd love to hear from you! Feel free to test our new AI workflow and share your feedback. We can guarantee you won't find anything this powerful on the market. Happy testing! ✨

Psst! We also prepared two guides to help you use the AI Press Release Generator for the best results and write and pitch press releases with AI.

#2. ChatGPT

Price: Free; ChatGPT Plus is $25 per month

✅ Pros

ChatGPT is one of the most popular AI tools for communication. The most advanced chatbot on the market uses a natural language processing model to answer your questions. ChatGPT can be used for almost anything, so it's no wonder it's one of the most common AI-powered recommendation engines.

PR professionals are using ChatGPT to streamline their workflow. They use it to craft press releases, generate creative ideas, conduct research, and compose pitches and follow-up emails.

One crucial aspect is effectively prompting the AI, and we have already addressed this topic in a recent article, in which we listed the top ChatGPT prompts for PR.

🔻 Cons

ChatGPT is not an AI tool designed for PR and it is far from perfect. And if you add content to the tool, you're practically giving away your data, because OpenAI uses it for learning. In other words, it's not smart to feed sensitive info to this tool.

The tool's knowledge base was cut off in January 2023. As the PR industry relies on timely information, this can be a significant issue.

Also, crafting a press release with ChatGPT can be challenging. Start by providing a prompt like "compose a press release about X, including key messages about A, B, C, and a quote from a company representative." 

The next steps depend on the outcome and require careful editing and attention to detail. ChatGPT is not a text editor, so it's not ideal for editing, cutting, or changing specific parts.

It works well for social media posts, where you can see the full content at a glance, but with longer texts, you may find it challenging to keep track of changes. You may often end up copying and pasting between multiple applications and windows.

#3. Jasper

Price: starts at $39 per month, free trial available

✅ Pros

Before ChatGPT became a thing, Jasper was the main AI-powered enterprise platform on the market. If you need anything written (including PR content), Jasper can handle it. Whether you want help with a new PR blog, a press release, or some social media copy, give it instructions, and Jasper will deliver.

In fact, Jasper can do routine tasks and handle your entire PR workflow. Simply upload the creative brief and the app can handle the rest. You can launch an entire integrated marketing campaign directly from Jasper.

🔻 Cons

On the other hand, Jasper has a high price tag compared to other AI tools for PR. It's also not great for long-form content and may need a lot of input to produce usable content.

If you're looking for top AI marketing tools, check out the 31 options we have prepared.

#4. Grammarly

Price: free for up to 100 prompts, then starts from $12

✅ Pros

Famous for its writing assistant, Grammarly launched its AI tool and followed the pack. Named GrammarlyGO, this app helps you improve your writing and adjust the content you create with one click. For example, you can ask the tool to shorten or summarize your text to make it more (or less) formal and much more.

GrammarlyGO helps you change the content you wrote and adjust it to a different tone of voice, style, and level of formality. For PR practitioners, you get a second pair of eyes to review your documents and press releases. Also, you'll never run out of ideas for your target audience.

🔻 Cons

GrammarlyGO suffers from the same problems as other AI tools for PR. The data may not be very accurate. Also, be careful when feeding it sensitive and important information, as the app uses your data for learning.

#5. Wordtune

Price: free plan available; plans start at $6.99/month

✅ Pros

This AI software has been around for a bit and many professionals, including those in the public relations industry, use it. It's pretty simple: you write something and Wordtune can improve it. If you ever get stuck while writing press releases, Wordtune can help you regain clarity.

You can ask this tool to insert a statistical fact, make a joke, or explain a complex term. If your content sounds unclear, you can ask Wordtune to simplify or summarize it.

🔻 Cons

On the downside, 10 rewrites per day in the free version won't last you very long. Also, compared to other AI tools for PR, the interface is not the greatest and comes with a steep learning curve.

#6. Claude

Price: Free plan available; Pro starts at $20/month

Claude is an AI assistant developed by Anthropic that excels at writing, editing, summarizing, and understanding context-rich conversations. It’s particularly useful for PR professionals looking to draft press releases, polish messaging, or brainstorm campaign ideas with a more thoughtful and conversational AI.

✅ Pros

Claude is great for long-form content generation and editing, but it may take some tweaks to do short copy well. It's really good at understanding context and many content creators prefer it to ChatGPT for this reason.

It can be super useful for brainstorming pitches, refining messaging and preparing Q&As.

🔻 Cons

Compared to more specialized AI PR tools, it has a limited number of integrations. Also, every now and then, it can produce outdated or generalized responses.

AI tools for visual content creation

If you need a graphic for a press release or a pitch, you can use these visual content creation tools to whip one up with a quick prompt.

#7. Midjourney

Price: starts at $8 per month

✅ Pros

A new tool that has gained popularity in the past year is Midjourney, a powerful image generator. Leveraging AI has become even easier with this tool, as you can put in any kind of prompt and have a fully finished image in minutes. 

For example, if you need an image for a PR campaign but don't want to hire a photographer, you can use Midjourney instead.

You might want to include some other images in addition to the regular boilerplate images and logos, and here is where Midjourney can help. It's cheap, effective, and can save you time.

🔻 Cons

Conversely, every image you create is fed back into Midjourney. This essentially means you do not own the copyright to your work. Even worse, other Midjourney users can see and use your content. 

Your images become public domain, and you no longer have the option of deleting them. In other words, it is one of the most common dangers of using AI tools.

#8. Canva

Price: free, paid plans start at $119.99 per year

✅ Pros

One of the most popular ways to create free content online is with Canva. This design tool has many features that allow anyone to become a designer, even without design skills. Their AI tool goes one step further. Simply type in the text for an image you want to create and Canva will deliver.

How does this come in handy for public relations? Let's say you want an image of a businessperson winning a marathon while wearing a full suit. Type it into the AI image generator and Canva will create it. It works similarly to other AI-powered tools: the better you create prompts, the better the results you can get.

🔻 Cons

As for the cons, there are only 50 images you can create with the free plan. Also, you may have copyright issues depending on your location.

#9. Synthesia

Price: starts at $18 per month

✅ Pros

Synthesia is AI-based video creation software that lets you type a prompt and create a video. PR pros can use it to turn any idea into a promotional video. Don't have the time to record a spokesperson making an announcement? Synthesia to the rescue.

This AI tool offers 140+ avatars that look and sound like real people. With 120+ languages available, it shows the future of the media landscape.

🔻 Cons

On the other hand, the video content created in Synthesia still doesn't have the look and feel of a real, recorded video. And the Personal plan limits the number of videos and scenes you create.

#10. Beautiful.ai

Price: $12 per month; free trial available

✅ Pros

Do you need to create a pitch deck or any presentation? You can use PowerPoint or Google Slides, but who has time for that when you have an AI tool? Beautiful.ai, to be more precise. This tool helps you create presentations by prompting you about the content you want included on the slides.

Unlike PowerPoint or Slides, Beautiful.ai is easy to use and works with you. You can change the content with a few clicks, whether you prompt the tool or add your own content.

🔻 Cons

Users complain about the UX and the app breaking down with more complex operations.

AI tools for meeting summarization and transcription

You can use generative AI to quickly turn an audio or video recording into a transcript you can use for a press release, blog post, pitch, or something else.

#11. Otter

Price: has free Basic plan, Pro starts at $8.33 per user per month

✅ Pros

To reach a press release, PR specialists have to sift through a lot of content. Sometimes, that content comes from meetings. The more meetings there are, the more difficult it becomes to create content for PR campaigns. This is where AI PR tools like Otter come in.

This AI tool tunes into your meetings (on Zoom, Google Meet, and other platforms) and "listens" to them. Otter then takes notes using its proprietary AI technology. In short, it transcribes the meeting as it happens in real-time. It identifies who spoke at which time and which sentences they uttered.

But even more than that, this AI-powered tool summarizes the meeting notes for you in real time and after the meeting. Instead of listening to hours of meetings, PR practitioners can just read a neat summary by Otter.

🔻 Cons

Otter is not always particularly accurate. Before creating press releases, you must remove quite a few "umms" from the written content. Also, it's not very affordable compared to other AI tools for PR. Luckily for you, we have more tools coming for comparison.

#12. Fireflies.ai

Price: Free plan available; premium plans start at $10 per user/month

Fireflies.ai is an AI-powered meeting assistant that records, transcribes, and summarizes meetings across various video conferencing platforms like Zoom, Google Meet, and Microsoft Teams. PR professionals can focus on the conversation without worrying about note-taking, ensuring that no critical information is missed during press briefings, interviews, or internal meetings.

✅ Pros

Fireflies does automatic transcriptions and summarizes meetings for PR pros without lifting a finger. It integrates with popular conferencing tools such as Zoom and Google Meet and it allows you to quickly search transcripts to find relevant information.

🔻 Cons

When the audio quality drops, so will the quality of transcripts. You'll need excellent recordings for transcripts that require minimal edits. For the more advanced features, you're going to need a paid plan.

#13. Descript

Price: Free plan available; paid plans start at $12 per user/month

Descript is an all-in-one audio and video editing tool that allows users to edit recordings like a text document. It’s perfect for PR teams producing polished interviews, podcasts, and videos for their next PR campaign without the need for advanced technical skills.

✅ Pros

• User-friendly interface with text-based editing
• Features like Overdub for voice cloning and filler word removal
• Collaborative tools for team projects

🔻 Cons

• Learning curve for advanced features
• High-quality exports may require higher-tier plans

AI tools for writing

#14. Semrush

Price: Free

✅ Pros 

Semrush offers various AI tools you can use to create, rephrase, and improve text for various purposes. 

It's a great option if you have occasional content writing and editing needs. 

For example, you can use them to summarize press releases or white papers, improve your own writing, or create content from scratch. The free tools suite includes:

• Paraphrasing tool
• AI Text Generator
• Proofreader
• Word Counter
• Title Generator
• Summary Generator

🔻 Cons 

While the tools are forever-free, you need to register to bypass usage limits. 

They are also limited to specific use cases like rewriting text or creating headlines, meaning you'll need to switch between different free tools.

AI tools for research and competitive intelligence

Need to find information on a topic and get up to date? These tools are excellent for analyzing data and giving you relevant insights for press conferences, pitches or any type of content you may need for PR.

#15. Perplexity.ai

Price: Free to use

Perplexity.ai is an AI-powered search engine that delivers direct, cited answers to complex queries. It’s a valuable research companion for PR professionals who need quick answers, background info, or competitor insights when drafting press materials or preparing for interviews.

✅ Pros

Perplexity is famous for its ability to deliver accurate, sourced responses. It is very useful for quick research and fact-checking, too. And the intuitive interface comes in handy.

🔻 Cons

Despite all the positives, this tool is not ideal for conducting in-depth research, and it offers limited control over how queries are filtered and refined.

#16. SurferSEO

Price: Plans start at $49 per month

SurferSEO is a content optimization tool that helps teams create SEO-friendly articles, press releases, and web content. It analyzes top-ranking pages and offers clear suggestions on keywords, structure, and readability to boost visibility.

✅ Pros

This tool's strengths lie in its real-time SEO guidance, easy integration with platforms like WordPress, and in-depth SERP analysis that helps teams stay competitive. And you can simply hook it up with Google Docs if you're not a fan of the SurferSEO interface.

🔻 Cons

On the flip side, SurferSEO assumes a basic understanding of SEO and can feel overwhelming to new users due to the volume of data it provides. You'll need the basic understanding of content optimization to use this tool effectively.

AI tools for media monitoring and insights

These tools let PR teams do social media automation so they can get a quick glance of their brand performance across socials and the web.

#17. Cision

Price: Custom pricing based on services selected

Cision is a full-suite PR platform offering media monitoring, journalist outreach, and press release services. It’s widely used by PR teams who need to manage large-scale campaigns and measure media impact.

✅ Pros

There are numerous benefits in Cision, including its massive journalist database, robust campaign analytics, and the convenience of built-in press release publishing.

🔻 Cons

Cision's cost may be too high for smaller teams, and the interface can feel complex and require onboarding or training.

#18. Meltwater

Price: Custom pricing based on services selected

Meltwater provides advanced media intelligence and social listening features. It enables PR professionals to track brand mentions, do sentiment analysis, and discover emerging topics across news outlets, blogs, and social media.

✅ Pros

Its key strengths include broad media monitoring capabilities, AI-driven insights for spotting trends, and the flexibility of customizable reporting dashboards.

🔻 Cons

The main drawbacks are the relatively high cost, which may be restrictive for smaller teams, and a moderate learning curve for some of the platform's more advanced tools.

Conclusion

AI tools for PR won't replace PR teams, but they can be incredibly helpful. Instead of thinking about AI communication tools as your enemy, embrace them and use them to streamline your workflow and make your job as a PR professional easier.

Ready to take that first step? Start with Prowly and sign up for your free trial today!

The post 18 Best AI Tools for Public Relations in 2025 appeared first on Prowly.

You know you spend a lot of time on it, but it’s never enough. New outlets? Sure. Twenty-seven new headlines in the past fifteen minutes? Normal. And now that tweets (or X’s – I’m not sure here, and I don’t think anyone really is) aren’t as popular, you’re scanning the darkest corners of the internet in search of the perfect media contact.

With an influx of information, it feels like you’re spending more time on research and barely have any time to write. Given the current state of PR, that’s understandable. So, instead of pushing the old agenda, we thought of new ways for you to find the contacts you need and build relationships that will give you the coverage your boss wants.

Prowly has partnered with Semrush to provide you with important data about online media outlets that you can’t find in any other PR tools. Since the line between marketing and public relations is becoming more blurred than ever, this partnership was a natural progression.

Additionally, there’s a second exciting update—AI keyword search in articles, where you can find more ideal words to find the journalists who are currently writing about your topic.

Target journalists using Audience Analytics

Whenever you launch a new product, you’d probably search the database through topics and countries, then look for data about their popularity and whether they’re a fit. However, to get the necessary information, you need to scroll through several topics and then compile your own list.

Creating a new media list involves much more than just compiling a list of email addresses. It begins with identifying which outlets are relevant to your client’s industry and audience. Then, you need to determine which ones are your top media choice, and which ones should receive extra attention.

For example, is your need to appear in Tier 1 media driven by the CEO’s desire to be featured in Business Insider? Or is it based on the actual impact these outlets have on brand awareness among potential clients? Keep in mind that balancing these considerations is key to crafting an effective media strategy.

That approach not only requires a lot of effort but also takes up a lot of time. It’s not a bad one per se, but it has its downsides, such as lost coverage opportunities if relevant outlets remain undiscovered. And let’s face it—without proper tools, it’s nearly impossible to conduct great market research.

You can, however, approach it differently with Prowly’s audience analytics. You look for a target group by setting up a filter to find those who match the potential customer profile or set up traffic metrics as a filter, so you can identify the most popular outlets that will increase your brand visibility as a result.

Sample use case #1: New cookbook launch

Imagine: your client is coming out with a new cookbook about quick, healthy meals. Therefore, you want to find blogs that cover stories related to food and are particularly popular among women aged 25-44 from the USA.

To do so, go to the Media outlets tab and use relevant filters. Then, sort the results according to the influence score (which also includes the number of social media followers the outlet has) so that your results are arranged from most popular to least.

Sample use case #2: New clothing brand for men

Similarly to the above use case, you can search through the database for specific online outlets. Let’s say your client is launching in Europe a clothing line for men and knows those who will be most interested are over 35.
To find outlets that match these requirements, go to the Media outlets tab and use the region, topic, age, and sex filter.

Using AI to search for journalists (the smart way)

Let’s say you work at an agency, and you have a client who is selling smartwatches in the US. Naturally, you’d probably check out some journalists who write about technology. While that approach might be effective in some cases, it won’t work for detailed announcements. It’s like only seeing the tip of the iceberg, while the most relevant contacts remain under the radar.

The alternative? Go to the “Keyword search” tab and type in a keyword. In this example, start with “smartwatch.” You’ll instantly get AI suggestions for related keywords that might add a twist to your pitch or simply be relevant to the angle of your story.

Then, you can narrow down your search by checking articles, tweets, or both. You can further filter your results by looking at contacts who posted about this topic within a particular time frame or people who are only in a certain market (in this case, the USA).

As a cherry on top, you can see how often a particular journalist uses that keyword in their articles. You never know, maybe you’ve found a group of people who only write about smartwatches.

Refine your approach for better success

Creating and expanding media lists is an overwhelming task on its own, but there’s always room for improvement in terms of results and workflow. With the new technology available, you can now make it easier to find journalists and build relationships with highly targeted contacts. Think of it this way—you don’t need to change what you’re doing completely, just make small updates that bloom into huge differences.

The post Dig Deeper Using Audience Analytics and AI Keyword Search appeared first on Prowly.

Whether you love or hate AI (and the buzz around it), it’s here to stay. 

The beauty of writing a press release with AI lies in its speed – the entire content creation process is cut down to minutes, resulting in tons of ideas you can use as is or adjust to your liking.

The key is to use any press release AI writer effectively to reap all the time-saving benefits without sacrificing quality.

1. What is an AI press release?
2. AI press release vs. regular press releases
3. How to use AI to write a press release draft?
4. AI-generated press release example
5. How to pitch journalists with AI
6. AI press release FAQs

PR Trends 2025

Get our ultimate guide to what’s next in PR with expert-backed tips

What is an AI press release?

An AI press release is a type of press release that is generated using artificial intelligence technology. AI technology, which includes natural language processing (NLP) and various algorithms, allows for quickly creating well-structured and engaging press releases.

Revolutionize your PR process with Prowly! We supercharged our workflow with AI to cover every step of creating a press release. From brainstorming ideas to drafting and editing content, connecting with the perfect journalists, and even summarizing your press release in an email.

AI press release vs. regular press releases

Let's see what the similarities and differences of both types of press releases are:

Creating a first draft

Writer's block is one of the biggest challenges, as numerous public relations specialists reported. And we get it. Even if you know what to write and have the entire story going in your head, it's difficult to put your thoughts onto paper.

On average, it takes a few hours to ensure a draft is good before you can continue adjusting it.

This isn't an issue with press releases generated with AI. Even if the final version doesn't wow you, you can use it to brainstorm, generate ideas, and create press release outlines.

Prowly's AI-enhanced workflow assists you even before you start drafting. It aids in brainstorming and igniting creativity. Jot down the general idea for your press release, and you'll receive three different story angles along with explanations from us.

AI helps frame the key message in a way that will resonate with journalists and the audience. Read more about it here: Introducing AI Assistant—the work buddy every PR practitioner needs.

Finding the right journalists

Do you have a media list ready? Is all the contact information there? Writing press releases is one task, while assembling a media list is entirely different.

With Prowly's AI press release generator, you can access a media database of over a million journalists. Our platform offers personalized, custom contact suggestions based on the keywords in your press release.

This not only broadens your outreach but also enhances your chances of securing more media mentions. The recommended journalists are matched based on your content, and you can view their contact information and social media profiles for a more targeted approach. Take a look at the short video to see how it works.

Sending engaging emails

Writing press releases is one thing, but sending a compelling pitch is another. Prowly will generate engaging subject lines, preview text, and the email body for you with the help of AI —always matching the content inside your press releases.

Additionally, you can select the purpose of your message, such as sharing survey results, resulting in a custom pitch for your specific case.

Without AI or using multiple tools, it's impossible to remember all the words that will increase your chances of ending up in spam folders or the historically known words to capture the reader's interest.

How to use AI to write a press release draft

In today's fast-paced world of communication, becoming proficient in using AI to write a press release draft is a game-changing skill for those who want to stay ahead of the competition and craft impactful stories efficiently and effectively.

Step 1: Enter basic details about your press release

Share information on what you want to write about.

👉 Start the process by choosing the type of your press release - is it a product launch? A survey or report you'd like to publish? Or is this press release announcing something?

👉 Once you select the type, Prowly's AI will ask you to pick your target audience. There are predefined options, such as industry players or customers, but you can also add your own to make your press releases stand out even more with specially targeted information.

👉 Then (and this part is awesome about creating a press release with AI), choose the language you want to write it in. It's great for anyone who works with international clients, widens your reach (since you can pitch to local communities as well), and, most of all – reduces the need to hire foreign press release writers.

It's also a completely different system from Google Translate, meaning it translates in a contextually relevant manner.

👉 Last, it's time to power up the press release maker with three key messages you'd like to share.

Here, you'll want to be as specific as possible and ensure that whatever you choose is the most relevant information.

If you create a press release with Prowly, you can use these key messages and turn them into highlight quotes.

Of course, the more details you provide, the better, but remember to keep clarity and focus in this step – the custom questions you'll read about in the next step will be based on what you've put in here.

Step 2: Answer relevant questions

👉 Once you’re done gathering the basic information, Prowly’s AI will ask you more in-depth questions designed to mirror a natural conversation with the journalists you’re targeting.

You’ll receive ten questions tailored specifically to the content you shared earlier. This will complete your press release and reduce the need to answer many follow-up questions from the person you're pitching to.

So, for example, if you're announcing a brand's new food product for diabetics, Prowly's AI might ask you to specify if the product was clinically tested, what proof you have to back up this claim, or how attractive the pricing is compared to what's already available on the market.

Not only does this streamline the communication process and help lay out all the information journalists care about, but it also ensures that the press releases it generates are strictly aligned with the interests and needs of the journalists you want to engage with.

Step 3: Set tone and voice 

Since personalization is one of the most important ingredients to a successful pitch, it’s time to set the tone and voice for your press release.

👉 Whether you use a more formal tone or something more friendly and easy to read, you know what resonates best with your target audience. 

Remember that press releases are a huge part of your branding, too. Setting the right tone and voice will help you stay consistent with your brand's image and reinforce it through written communication.

For example, an exciting product launch for a company targeting younger generations may benefit from a friendly tone. In contrast, crisis management press releases might need something more professional or empathetic.

Step 4: Customize and edit the press release draft

👉 Once drafted, you can adjust header font styles, fine-tune the content just like you would in a regular text editor, adjust your press release length, and cater it into a format you're happy with. You can also download and send the document for the client's approval.

Customizing and editing your press release draft is a pivotal stage. This is not only to match the format you desire but also to ensure that your messaging is clear and concise while adhering to the fundamental principles of the "Five Ws": who, what, when, where, and why.

An AI Assistant trained in PR writing best practices reviews the draft and suggests improvements based on 11 key criteria, indicating exactly where to edit.

You can follow AI suggestions and select any part of the text—a sentence or a paragraph—wherever you feel it needs polishing. Ask AI to rewrite it by regenerating it or making it longer or shorter. Additionally, you can change the tone or language of the entire press release.

Take a look at how it works in practice.

Now, you can start writing a press release immediately or look at the process of sending it with AI.

AI-generated press release example

Here's how a press release generated by Prowly's AI might look:

While on this screen, you'll also notice Prowly's AI suggestions on who to pitch with all of their contact information.

If you're wondering how to introduce AI to your agency ethically, this article offers tips based on PR Council guidelines.

🔗 Extra sources:

• This guide teaches you about generating a perfectly crafted press release draft with AI. To see how to craft a press release in general, you will find everything about it in this article.

• We also prepared many other guides about the specific press release for a book launch, music-related topics, new CEO (and their resignation), art exhibitions, crises, restaurants, and more.

How do you pitch journalists with AI?

Pitching with the help of AI isn’t dramatically different from your everyday, traditional process in terms of workflow. However, finding the right contacts and brainstorming the perfect words to capture your audience’s attention is much faster.

Step 1: Select the right media contacts enhanced by AI

You’ve got the story and the idea of what you want to say in your press release. But who can you pitch?

While you might already have a media list and be seasoned in getting solid press, it never hurts to see who else is out there.

👉 After you type in your first 100 words, Prowly’s AI will start suggesting journalists you can pitch to based on the keywords found in your press release.

This entire process happens while you’re writing, so you don’t have to do more than click on a contact to check it out and see if adding it to your list is worthwhile.

It speeds up the process, so you don't have to browse manually in our base of 1 million contacts, which gives you a large pool to choose from, but it might take a little while to find the perfect match.

As long as you have contact information for the people you want to pitch to, you can always do deeper work and find out about their interests, what they've written about before, or what they're hooked on at the moment.

Quick tip - don't forget to check out their social media profiles!

Step 2: Let AI draft your pitch

Once you're done writing a press release, it's time to craft your pitch.

👉 Simply head to the "Emails" section, select the recipients you'd like to pitch, and attach or embed your press release.

You can always create your pitch from scratch, however Prowly's AI will draft an email for you based on the content of your press release. Treat it as a preliminary pitch.

It will include four key messages written in bullet points. That makes it easier to read, where the journalist can quickly scan it and find the newsworthy parts first.

Beyond convenience, AI-driven pitching improves the quality and relevance of your communication. Gone are the days when you forgot a comma, misspelled a word, or formatted an email incorrectly.

AI ensures that your press release ideas are presented clearly and engagingly, reducing the risk of overlooking essential details.

With more time dedicated to developing impactful story angles and unique perspectives, the chances of securing media placements increase significantly. Thanks to these features, you'll finally be able to cut down an hour of work into mere seconds.

Step 3: Craft attention-grabbing subject lines using AI

In the final step, Prowly's innovative AI will help you craft captivating subject lines and preview text.

👉 You can select from suggestions for both and tailor them to your press release.

This saves valuable time and significantly boosts recipient engagement using an algorithm that knows what words get journalists' attention. After all, a great subject line is the key to success in pitching, so ensuring it's the best it can be will increase your chances of higher open, click, and reply rates.

Plus, who wants to spend hours crafting a subject line?

Yes, it's only a few words of text, but writer's block is alive and well, which can be greatly reduced with AI that provides fresh ideas that will stand out in any crowded inbox.

Start crafting your press release with AI, or get to know more about what you can expect from AI-powered features.

AI press release FAQs

💬 Can AI write a press release?

Yes! You can create a draft in mere moments and tweak it the way you want. With pre-built prompts, Prowly's AI is trained to do this specifically for press releases, which is a huge advantage over ChatGPT.

💬 How can I make my own press release?

You can write it starting with a blank page, using a press release template, or drafting one with AI. As more advanced technology becomes available, writing press releases may become faster and more intuitive than ever before.

Key findings

Writing a press release by using AI offers tons of advantages.

• First, AI can help you speed things up and ditch the tasks you most likely procrastinate on.
• This directly translates into boosting your own strategies and performance and cutting down the time spent on send-outs.
• In simple words, while technology helps with what it can, you can continue to build relationships and fine-tune top-notch content.

If you want to write a press release with the help of AI, you're in for a treat. From overcoming writer's block to generating fresh ideas, cutting down on brainstorming, and increasing engagement, Prowly's AI improves your chances of securing valuable media coverage. 

To learn more about how AI can help streamline your PR efforts and unlock new possibilities in communication, catch up on PR Episodes 2024. Register now to watch the recordings and stay up-to-date with the latest advancements in PR.

In short, the entire AI-enhanced workflow takes place on one platform, which reduces the need to purchase several different tools. All that so you can focus on what technology can't replace: fostering strong relationships with journalists and refining strategy.

The post Mastering AI Press Releases: Comprehensive Guide to Writing and Sending + Practical Examples appeared first on Prowly.

In a time when technology plays a pivotal role in shaping our world, AI journalists are leading the way in exploring its effects and possibilities. AI can prove highly advantageous for your Public Relations activities, and we're here to assist the big names.

Expand your outreach and increase your chances of getting more mentions in the media. Get personalized, custom suggestions on new contacts interested in your pitch from Prowly's Media Database of over 1M+ journalists.

Couldn’t make it to PR Episodes 2024 for the live AI integration insights? No problem! Secure your virtual spot to catch up on the recordings, which are full of expert tips on boosting your PR workflow with AI.

Top 22 AI journalists

Prowly’s Media Database offers you an Influence Score that indicates the so-called power and influence of popular journalists.

The total consists of factors such as the contact's number of social media followers, the impact of the outlet they represent, and the completeness of their profile. The list below is based on both Influence Score and manual research.

1. Kara Swisher, The New York Times

Kara Swisher is one of the top and most renowned American journalists. With a career spanning several decades, Swisher has become one of the most influential and respected voices in the tech industry. This has made her one of the strongest voices among artificial intelligence reporters.

Kara Swisher's tech journey has taken her through big-name publications like The Wall Street Journal and The New York Times. Currently, she is a Contributing Opinion Writer for the latter.

Twitter (X): https://twitter.com/karaswisher

2. Vala Afshar, ZDNet

If you're looking to delve into the realm of AI in business, Vala Afshar is your go-to expert. As the Chief Digital Evangelist at Salesforce and the author of "The Pursuit of Social Business Excellence," you can let Afshar be your guide. His role as a digital evangelist has been pivotal in raising awareness about the vast potential of digital transformation.

With his extensive industry experience and forward-thinking perspectives, Afshar stands out as one of the most seasoned AI commentators among American journalists. He is also a Columnist at ZDNet.

Twitter (X): https://twitter.com/Valaafshar

Search for the right AI journalist using AI

From now on, you can use Prowly’s AI media contact recommendations to find the right journalist contact in the Media Database even quicker.

After adding a press release, on the right, you will see contacts who might be interested in your story based on your text!

Besides writing emails and searching for the right journalists, you can also use Prowly's AI to craft press release drafts. Actually, we have already prepared two guides to walk you through using the AI Press Release Generator for the best results, as well as for writing and pitching press releases with AI. This way, you can streamline your daily work immediately!

3. Ben Thompson, Host of Exponent Podcast

Ben Thompson, a distinguished AI reporter, hosts the Exponent Podcast. He's celebrated for his insightful technology, business, and culture analysis.

Through his podcast and Stratechery platform, Thompson demystifies complex concepts, making them accessible to a broad audience. Thompson is a trusted AI reporter who offers invaluable insights into the fast-paced digital world.

Twitter (X): https://twitter.com/benthompson

4. Nilay Patel, The Verge

Nilay Patel is a well-known figure in technology journalism, the editor-in-chief of The Verge and host of The Vergecast. His work focuses on insightful tech analysis and reporting, helping readers understand complex topics.

Under his leadership, The Verge has become a go-to source for up-to-date tech news, making Patel a respected voice in the industry.

Twitter (X): https://twitter.com/reckless

And if you're looking for more tech journalists, check out this list too!

5. Charlie Warzel, Staff Writer at The Atlantic

Warzel is known for his insightful and thought-provoking contributions to journalism. His career at The Atlantic is all about sparking deep conversations about how technology is changing the game in society, politics, and culture. 

Twitter (X): https://twitter.com/cwarzel

Want additional examples? Try Prowly's Media Database for free and discover the perfect film journalists to whom you can spread your news.

6. Lora Kolodny, CNBC Cable Network

Lora Kolodny is a distinguished author and tech journalist known for contributing to Mad Money with Jim Cramer Online on the CNBC Cable Network. With a sharp focus on the ever-evolving world of finance, technology, and business, she brings a wealth of knowledge and insights to the show.

As one of the AI journalists with more than ten years of experience in digital media, she keeps information about business, innovation, and the environment in the public view.

Twitter (X): https://twitter.com/lorakolodny 

7. Rachel Metz, Bloomberg News

Metz is an AI reporter whose pieces give you an overview of the artificial intelligence business. Over the course of her career, she has built a strong reputation for her skill in conducting thorough, easy-to-understand reporting and breaking down intricate technological ideas into reader-friendly articles. She's covered many tech subjects, from artificial intelligence and robotics to innovation in the tech sphere.

Twitter (X): https://twitter.com/rachelmetz

8. Jennifer Strong, MIT Technology Review Online

A technology journalist based in the United States with over two decades of experience in audio journalism, Strong knows how to bring innovation to listeners. She spreads the word about the best AI news during her podcast episodes and events she participates in.

Strong is an Editorial Director/Host/Executive Producer for MIT Technology Review Online. These three roles indicate how big an impact she has on the podcast.

Twitter (X): https://twitter.com/strongreporter 

By the way, we've also prepared lists with the best AI tools for PR pros and marketers in case you're looking for help with making a choice.

9. Matt Asay, TechRepublic

Asay is a Contributing Writer at TechRepublic, celebrated for his wealth of knowledge in the tech world, especially regarding open-source software and artificial intelligence.

Through his engaging articles on TechRepublic, Matt Asay shares his valuable insights, making it easier for readers to stay up-to-date in the ever-changing tech landscape.

Twitter (X): https://twitter.com/mjasay

10. Will Knight, WIRED

Will Knight is an accomplished AI and technology writer at WIRED. He's known for his eye-opening articles about AI and tech trends. Will has a knack for making the complex sound simple, making the future seem closer.

Twitter (X): https://twitter.com/willknight

Test out Prowly's Media Database for free and find the ideal journalists to give your news a shoutout.

11. Jordan Novet, NBC News at NBC News

Jordan Novet is a seasoned professional in the field of technology reporting, currently serving as a prominent CNBC technology reporter. His expertise lies in several key areas, with a primary focus on artificial intelligence (AI) and cloud computing, as well as in-depth coverage of major enterprise software companies and their products, including the tech giant Microsoft.

Twitter (X): https://twitter.com/jordannovet 

12. Marty Swant, Adweek Online

Swant is a senior reporter at Adweek Online and a tech-savvy marketing and advertising specialist. He uniquely combines technology and marketing, presenting it to readers in easy-to-understand pieces.

Swant used to work for such titles as Forbes and AP.

Twitter (X): https://twitter.com/martyswant 

13. Matthew Lynley, INSIDER

Matthew Lynley is a technology journalist known for his work at Tech Insider. He has covered many topics, like technology, startups, and business. As an AI journalist, in May, he brought Supervised to life, an AI and big data-related newsletter followed by about 3k subscribers so far.

His work provides valuable insights and perspectives on the latest developments in the tech world, making him a well-regarded figure in this field.

Twitter (X): https://twitter.com/mattlynley 

14. Tiernan Ray, ZDNet

Tiernan Ray is a respected technology journalist with a knack for explaining complex tech trends in a way that's easy to understand. Currently, one of the AI journalists is working for ZDNet.

Ray's work serves as a bridge between the tech world and the general public, ensuring that readers are well-informed about the latest technological advancements shaping our world.

Twitter (X): https://twitter.com/TiernanRayTech

15. Ryan Browne, CNBC International - Newsdesk

Ryan Browne is a tech reporter at CNBC International, based in the Newsdesk team. With a passion for all things tech and a keen eye for industry trends, Browne is at the forefront of delivering the latest and most insightful stories in the world of technology.

Twitter (X): https://twitter.com/Ryan_Browne_/

16. Esther Paniagua, El País Online

Esther is one of the top voices in technology. She was on Forbes's list of the Top 100 Most Creative People in Business.

She covers topics such as science and tech, innovation, AI, cybersecurity, digital governance, and even ethics in her articles and lectures. Paniagua is definitely one of the AI journalists you should follow to stay up to date with the latest news.

Twitter (X): https://twitter.com/e_paniagua?lang=en

17. Steven Rosenbush, Wall Street Journal Pro: Artificial Intelligence

As Enterprise Technology Editor at WSJ Pro, he focuses on where business and technology meet, looking at how companies deal with artificial intelligence, data, cloud computing, and more. Rosenbush's articles often dig deep into topics like AI, cloud computing, and cybersecurity.

He started at The Wall Street Journal in 2012 and has been making important contributions to the publication ever since.

Twitter (X): https://twitter.com/Steve_Rosenbush 

18. Rick Merritt, NVIDIA

Rick is an NVIDIA staff writer who previously worked as an editor for EE Times. He was based in Hong Kong for 28 years, which allowed him to gain a different perspective on the tech world.

As an AI reporter, Rick Merritt continues to play a crucial role in shaping our understanding and engagement with the fast-paced and dynamic world of technology.

Twitter (X): https://twitter.com/rickbmerritt

19. Sara Castellanos, Reporter at CIO Journal - The Wall Street Journal

Sara Castellanos is a dedicated reporter at WSJ, specializing in technology's impact on businesses. With a keen eye for tech trends and their business implications, Sara has delivered valuable insights to her readers for over a decade.

As a journalist, I believe that AI is among the most trending and worth following topics.

Twitter (X): https://twitter.com/scastellwsj

20. Laure Belot, LE MONDE - ONLINE

Laure Belot is a journalist at Le Monde. She's the author of the book "The Disconnection of the Elites: How the Internet Upsets the Established Order," published in 2015. Her work sheds light on how the internet is reshaping our world and society.

Belot's insightful writing and reporting make her a significant voice in the media, helping her audience understand the impact of technology on our world.

Twitter (X): https://twitter.com/curieusedetout

Benefit from Prowly's Media Database and find the right journalist for your news. You can try the tool for free.

21. Mark Sullivan, VentureBeat (FastCompany)

Sullivan is a tech writer for Fast Company. He is one of the most experienced AI reporters, formerly writing for VentureBeat, Light Reading, CNET, WIRED, and PCWorld.

His pieces show his extensive knowledge and mark him as an AI reporter.

Twitter (X): https://twitter.com/thesullivan

22. Charles Towers-Clark, Forbes Online

Charles Towers-Clark is an influential thought leader and author, prominently featured on Forbes Online. His expertise lies in organizational structures, proactiveness, and culture, particularly in their relevance to AI within businesses.

Towers-Clark is one of the top journalists in combining business, technology, and artificial intelligence.

Twitter (X): https://twitter.com/ctowersclark

Looking for an AI reporter to get coverage for your story?

To get top-notch media coverage for your organization, you must create a list of the best AI journalists.

Here’s where PR tools like Prowly come in handy. Prowly's AI-enhanced workflow now covers all the steps around press releases—starting with ideation, drafting, editing, finding the right journalists, and summarizing the press release in an email.

☘️ You can use AI-driven media contact recommendations based on your press release and discover more in the Media Database. This combo can make pitching a breeze.

Expand your outreach and increase your chances of getting more mentions in the media. Get personalized, custom suggestions on new contacts interested in your pitch from a Media Database of over 1M+ journalists.

Want to give it a go? Begin your free trial and get a full week’s access to a database to search for that perfect fit reporter.

The post Top 22 AI Journalists and Reporters - The 2025 List appeared first on Prowly.

• Idea Generation (77.8%)
• Content Creation (72.4%)
• Research (53%)
• Reporting (10%)
• Monitoring (8%)

Given the widespread adoption and effectiveness of AI in these areas, we have decided to focus on them to better serve PR professionals.

In this article, we will provide you with the best ChatGPT prompts for the top 5 areas in public relations. Additionally, we will discuss the drawbacks of using ChatGPT in certain tasks and present you with an effective alternative that will save you time and enhance your outcomes.

We'll cover:

• Disclaimer about working with ChatGPT
• How to write prompts for ChatGPT
• Top ChatGPT prompts for PR divided by types
  • Press release assistance
  • Media pitching
  • Crisis management
  • Content ideas
  • Research
  • Measurement and reporting
• Drawbacks of ChatGPT for PR
• Prowly AI as a smart alternative

If you're short on time trying to investigate the art of ChatGPT prompting for creating a press release, try Prowly's AI Press Release Creator. This tool generates custom press releases based on real-time questions, eliminating the need to create the best AI prompts for ChatGPT manually.

Disclaimer about working with ChatGPT

1. Perform fact checking before using the content generated by ChatGPT. 

In the fight against fake news and manipulation, you must verify the accuracy of AI-generated content to prevent the spread of false information. Having humans verify the reliability of AI-generated content is super important for making sure it's legit!

2. Prioritize data security.

AI utilizes user input to enhance its machine learning process, which implies that the information you provide can potentially shape future generated content. It's important to avoid sharing any confidential client information in ChatGPT, as whatever you input may be later shared with someone else.

Alright, now that we've taken all the necessary precautions, let's jump straight into the most useful ChatGPT prompts for public relations.

How to write prompts for ChatGPT

Honestly, we experimented a lot with how to write good prompts, because we wanted to understand what value it can give to PR and public relations specialists in general. We found a few interesting thing:

1. ChatGPT is already good at figuring out our intent and it will only get better.
2. The secret sauce is not "to be good AI prompt writing," it's more about the conversational flow that you keep with the bot.
3. There is no single answer to how to create AI prompts that will solve your current issue. To get the best results you can expect from a Chat Bot you need to keep the conversation moving until the moment you're satisfied with the result. Simply request its assistance to accomplish the required task. Asking something like, "I want to write a press release about X, what do you need to know to help me?" can take you a long way.
4. Forget about trying to come up with the perfect prompt. Instead, use them interactively — start by asking for something, then ask the AI to tweak or change its response. It's all about working together with AI, rather than expecting one command to do it all. The more you play around and experiment, the better your results will be.

From our vantage point, this is both a blessing and a curse when it comes to prompt writing for AI tools like ChatGPT. Even with the best GPT prompts, you'll likely obtain a draft version of what you require. But with your human touch, it can be primed to go live.

However, this process demands time and skills. Even after figuring it out, you may still find yourself unsatisfied with the outcomes.

Top ChatGPT prompts for PR divided by types

We collected the best prompts for ChatGPT below — they can be a good starting point.

However, the follow-up prompts are up to you based on your desired outcomes and communication goals. The result you will get is not the final version that you should use, but rather a structure or draft that can help expedite the writing process.

Keep in mind, when you use ChatGPT for press release creation, it will often contain jargon, buzzwords, and generic phrases. Journalists tend to be allergic to these and they will definitely be more interested in a press release that is written in a style unique to yours.

Since you have some extra time now, you can use it to add a personal touch, a human voice, and brush it up with your own style. We'll talk about a smart alternative later on, just keep reading.

Meanwhile we came up with a list of good ChatGPT prompts for PR that you can use for your initial draft and research.

ChatGPT PR prompts

1. Good prompts for ChatGPT press release writing:

Product Launch Press Release:

"Help me craft a press release announcing the launch of our new product, [product name]. The release should highlight its key features, benefits, and its significance on the market."

Company Milestone Press Release:

"Create a press release to celebrate our company's 10th anniversary. Showcase our achievements, growth, and the impact we've made in the industry over the past decade."

Partnership Announcement Press Release:

"Draft a press release to announce our strategic partnership with [partner's name]. Emphasize the synergy between our organizations and the benefits this partnership will bring to our clients."

Event Press Release:

"Assist me in writing a press release for our upcoming industry event. Highlight the event's agenda, guest speakers, and why it's a must-attend for professionals in our field."

Research Report Press Release:

"Create a press release to promote our latest research report on [industry-specific topic]. Summarize key findings, statistics, and insights to pique media and industry interest."

2. ChatGPT best prompts for media pitching:

Tech Product Launch Pitch to TechCrunch:

"Compose a persuasive email pitch to send to TechCrunch, introducing our upcoming product launch in the tech industry. Highlight the product's unique features and its potential impact on the industry."

Healthcare Event Coverage Pitch to Health Magazine:

"Craft an email pitch to “X Health Magazine”, pitching our upcoming healthcare event focused on mental health awareness. Emphasize the event's relevance to their readers and potential for feature coverage."

Fashion Brand Announcement Pitch to Vogue:

"Write an enticing email pitch to Vogue, introducing our luxury fashion brand's latest collection. Showcase the collection's unique design elements and its alignment with current fashion trends."

Sustainable Energy Innovation Pitch to The New York Times:

"Create a compelling email pitch to The New York Times, highlighting our company's breakthrough in sustainable energy technology. Emphasize the environmental impact and potential to reshape the energy landscape."

Food Product Launch Pitch to Food Network:

"Develop an email pitch to Food Network, introducing our new gourmet food product line. Highlight the product's exceptional taste, quality, and its relevance to food enthusiasts and home chefs."

3. Best ChatGPT prompt list for crisis management:

Social Media Crisis Response:

"Develop a step-by-step crisis response plan for a potential social media crisis related to a negative customer review gone viral. Include strategies for addressing the issue, communicating with stakeholders, and reputation repair."

Data Breach Communication Plan:

"Create a comprehensive communication plan for our organization in the event of a data breach. Outline the steps to notify affected parties, coordinate with authorities, and restore customer trust."

Product Recall Crisis Messaging:

"Craft crisis messaging for a hypothetical product recall situation. Detail how we should communicate with affected customers, the media, and regulatory agencies to minimize damage to our brand."

Employee Misconduct Crisis Strategy:

"Develop a crisis strategy for handling an employee misconduct scandal that has the potential to damage our company's reputation. Include internal communication steps and external messaging."

Natural Disaster Response Plan:

"Help us create a response plan for potential natural disasters affecting our business operations. Outline how we'll ensure employee safety, communicate with the public, and maintain business continuity."

4. Cool AI prompts for content ideas:

"Generate ideas for engaging PR content related to [your client or company's industry or current trends]." 

"Provide a list of trending industry topics we can create thought leadership articles around."

"Suggest engaging social media post ideas to promote our latest client success story."

"Help me brainstorm unique and attention-grabbing angles for our next PR campaign."

"Help us brainstorm interactive content ideas, such as quizzes or surveys, to engage our audience."

5. Best prompts for ChatGPT research:

"Provide a summary of the latest industry trends and statistics relevant to our client's field."

"Generate a list of reputable sources and studies on the topic of sustainability in our industry."

"Compile a list of key competitors in our market and summarize their recent PR strategies."

“Research and summarize the top industry events and conferences that our client should consider attending or sponsoring."

"Provide insights into emerging technologies and innovations that may impact our industry in the near future."

6. Good AI prompts for measurement and reporting:

"Create a template for monthly PR performance reports, including key metrics and insights."

"Provide recommendations for conducting surveys and market research to gather data for PR measurement."

"Generate a checklist for conducting post-campaign PR evaluations, including lessons learned and areas for improvement."

"Generate a list of tools and software for monitoring and analyzing media coverage and sentiment."

"Create a framework for measuring the success of crisis management PR efforts, including reputation recovery metrics."

"Suggest key performance indicators (KPIs) to track for a product launch PR campaign and explain how to measure them."

Drawbacks of ChatGPT for PR

Truth is, there are no such things as the best ChatGPT prompts for writing press releases. Crafting a press release using ChatGPT can pose a considerable challenge and here is why.

The process begins by providing ChatGPT with pro prompts, such as "Compose a press release regarding X, incorporating key messages about A, B, C, and a quote from a company representative."

However, the next steps and improvements are contingent on the outcome. This involves thorough editing and attention to the smallest details.

ChatGPT is not a text editor, so it's not ideal for editing, cutting bits, or changing only specific parts. It works well for social media posts where you can see the full content in a glance, but with longer text, you might get lost in the changes made.

You’ll often find yourself copy-pasting bits and pieces between multiple applications and windows.

And if you're planning to introduce any AI solutions to your PR agency, make sure to do it ethically.

Prowly AI as a smart alternative

Draft press releases using Prowly's AI

Prowly enables you to save time, stop worrying about how to write an AI prompt and streamline the press release creation process while maintaining a professional and personalized touch.

Why is it better to do it in Prowly

1. The AI algorithms used by Prowly are trained in the best PR practices, allowing them to function as experienced PR writers and outperform generic AI.
2. Our solution offers an all-in-one workflow - from ideation and text editing to sending the final press release via email to recommended journalists.
3. We follow the natural, creative process of creating stories

Prowly generates custom press releases based on real-time questions, eliminating the need to manually create prompts for ChatGPT or think about how to write good AI prompts.

• Access Prowly's Press Release Creator
• Select "Draft with AI"
• Enter the basic details about your pitch:
  • select target audience
  • select the type of your press release
  • pick the language
  • choose a tone of voice
• Watch Prowly's AI generate in-depth questions, mirroring a conversation with target journalists

Outcomes:

• No need to think about how to write AI prompts. Each story is unique and not all prompts may apply to your situation. You don't have to be good at writing AI prompts or know how to edit text perfectly. Just keep it simple and let the creativity flow!
• A conversational flow with in-depth questions generates higher quality content. Answering thought-provoking questions uncovers new aspects and relevant details for journalists. Our aim is a natural and creative ideation process, avoiding rigidity or generic input.
• No language barriers — you can easily reach out to journalists in six different languages: English (British/American), Polish, Spanish, Portuguese, French, and German.
• Based on the content of your press release, Prowly AI will instantly suggest journalists that might be interested in your story and will then help you to create an email pitch.
• Prowly AI will help you to create catchy email subject lines and previews.
• The entire process - writing, finding journalist contacts, and sending emails with suggested content - seamlessly integrated into one platform. No need to switch tools or tabs, or do any copy-pasting. With fewer distractions, you can assure better quality outcomes.

The result? You will receive a thorough draft that provides a solid base for your press release. You have the freedom to edit and refine the content to make it truly unique, or use it as a starting point to spark your creativity and generate fresh ideas for your final press release.

We also prepared two guides to walk you through using the AI Press Release Generator for the best results, as well as for writing and pitching press releases with AI.

Conclusion

While ChatGPT is a valuable tool, it does have its limitations, particularly when it comes to prompting, editing and refining longer texts.

For more advanced PR tasks, tools like Prowly AI have the ability to answer your needs more efficiently, because they were created specifically for the task at hand. Prowly's AI streamlines the process of creating press releases and offers a more personalized touch, eliminating the need to learn how to write good ChatGPT prompts. 

The post Best ChatGPT Prompts for Public Relations appeared first on Prowly.

Some in the industry are noticeably worried. They wonder if this new PR technology will make PR roles obsolete by perfecting the expert skills of PR professionals.

But we disagree and are leaning towards a more optimistic viewpoint. We see many benefits in using ChatGPT for PR tasks that need less of a human touch,  in turn freeing up more time for fine-tuning communications and building bigger PR strategies.

Missed out on PR Episodes 2024? Catch up on demand to discover how AI is transforming PR. Learn from the experts how to leverage these tools to amplify your efforts.

We’ve done some research and will share how we arrived at this stance. In this article we will present:

• What is ChatGPT?
• The uses of ChatGPT for PR managers
• What’s new in GPT-4?
• The limitations of ChatGPT for PR
• What PR pros and journalists say about ChatGPT and GPT-4
• Our current outlook on ChatGPT for PR

What is ChatGPT? 

ChatGPT is a free OpenAI chatbot launched in November of 2022. 

The news of ChatGPT spread like wildfire, leading to dire job predictions for many, including this TikTok video about PR managers and a story about ChatGPT getting shortlisted by recruiters for an open writing position. 

However, PR professionals were already aware this new PR technology was on the way. In fact, our recent survey of PR managers saw them name AI and AI tools as one of the top 3 PR trends they predicted for 2023. It wasn’t a huge surprise. There is already even a ChatGPT for PR course on Udemy.

The uses of ChatGPT for PR managers

Once you start exploring how ChatGPT works, you quickly discover how it can save PR professionals time by gathering research, delivering first-round idea generation, and producing first-draft content. 

We decided to put it to the test and asked ChatGPT to perform some basic public relations tasks so we could find its advantages and disadvantages.

ChatGPT PR test #1: Research

With ChatGPT,  you can benefit from its ability to quickly gather research. You can ask it to create a list of influencers, journalists, or competitors, tailoring the results to be more and more specific by adding details to the inquiry. 

Currently, PR pros can ask ChatGPT for media that covers your brand’s topic, relevant websites you should consider for link building, and data and insights you can apply to your PR campaign. 

The advantages:

• Quickly tailored lists according to your specified needs
• Structured data and insights that you can analyze

The disadvantages: 

• If your search is too narrow, ChatGPT can’t return data
• You still need to check the output manually to confirm its accuracy

Our PR Test

To get a feel for how it works, we asked ChatGPT to provide a list of journalists who write about PR. Within seconds, we received 10 names. 

We then asked ChatGPT to provide a list of journalists who write about PR software in the U.S. alongside a list of journalists who write about PR software globally. The two lists were nearly identical but presented in a different order. 

We performed a manual check to make sure the information was accurate, and unfortunately, some of the named journalists were not in fact specializing in these fields.

ChatGPT PR test #2: Idea generation 

If you’re feeling stuck and looking for creative inspiration, ChatGPT can generate a list of creative ideas for you (although it’s very limited at this point). For example, you can ask for creative press release headlines for your latest brand announcement, or a list of key talking points to include in your upcoming PR campaigns. 

The advantages:

• Great for inspiration and new ideas

The disadvantages: 

• Lack of pure creativity
• Some ideas are generic and not applicable

Our PR Test

We asked ChatGPT to generate headlines for a press release about Prowly launching PR reports:

None of these would be our final choice, but it did provide a list of ideas for future press releases that we can use as a starting point.

ChatGPT PR test #3: Writing 

You can generate press releases and write pitches in seconds by providing key information like your company name, tone of voice, location, date, announcement, news angle, types of media you want to reach, keywords, quotes, and target audience.

The advantages:

• You’ll quickly receive structured data with all the press release basics, like an introduction, concise description, spokesperson quotes, and an About Us section

The disadvantages: 

• Fact-checking is still necessary to weed out inaccurate or outdated information
• The press release template is so basic that it comes across as generic

Our PR Test 

We asked ChatGPT to write a press release about us. While it followed the expected press release format, fact-checking was absolutely critical. ChatGPT had mixed up the name of our CEO, our headquarters, and the functionality of our automated PR software tools. It was far from ready for distribution.

What’s new in GPT-4 - the latest ChatGPT update

GPT-4 launched on 14th March 2023 and is currently the newest version of the software.

It’s the fourth version of the GPT family of language models and is said to be OpenAI’s most advanced system so far. The authors claim that this version is safer, can handle multiple tasks, and can solve difficult problems with greater accuracy.

How exactly?

Beyond text - using images in multimodal GPT-4

• ChatGPT 3.5 is based on a text-to-text model where you can type your prompts and get written answers.
• Its new version, GPT-4, is multimodal, meaning it accepts images (also those of graphs and worksheets) as input and analyzes what the picture shows. It can't yet produce media from text though.

It can give better, more precise answers, and some say it’s also better at… making jokes. 😉

Accuracy and reasoning capabilities improved

• ChatGPT doesn’t perform as well as GPT-4, with test-takers scoring in higher percentiles.
• The devil’s in the details, as they say, and you can spot the difference with more complex tasks. GPT-4 is not only more reliable and creative, but also able to handle more nuanced instructions than GPT-3.5. 

Enhanced safety

• In contrast to GPT-3.5, GPT-4 is 82% less likely to respond to requests for disallowed content and 40% more likely to produce factual responses, based on OpenAI evaluations.

Despite these assurances, we researched potential safety issues related to ChatGPT and GPT-4 usage - you can read more about them in the rest of the article.

The limitations of ChatGPT for PR

Here’s what we quickly learned by testing ChatGPT for public relations tasks we’d most likely try first. Although ChatGPT is a very powerful tool with significant potential for improvement, it won’t replace PR managers anytime soon.

In its current form, the tool lacks several skills which make all the difference when it comes to public relations. Here are the top 5 we noticed right away.

1. Inquiry specificity

Although ChatGPT can answer many PR and marketing questions, it still requires a PR professional to create a well-constructed ChatGPT query and ask the right questions. Even then, the responses may need to be further researched to zero in on the exact results you’re looking for.

2. Communication nuances

PR managers are well-versed in communication nuances, but ChatGPT lacks this critical skill. In its current form, it can’t build relationships with journalists or speak authentically to target audiences. There’s a lot of emotional intelligence that ChatGPT has yet to develop, and you wouldn’t want it anywhere near your crisis communications. 

3. Generic content

ChatGPT can be used to research and draft content, but it can not be counted on to deliver a final product. Even if you try giving additional directions, the style of its writing output is generic, with most phrases taken directly from the web.  It misses that human touch, and that comes across in its voice and tone.

It’s also very difficult for AI-powered tools to integrate a brand’s unique values and principles, something that PR professionals weave into all brand communications.

4. Reputational risk

Any content produced by ChatGPT must be fact-checked and proofread before publishing, as there’s a reputational risk for companies that skip this step.

In addition, ChatGPT is geared to write efficiently, but efficiency doesn’t always deliver the spot-on communication style that is needed for specific cases.

5. Ethics

The question of whether companies should identify bot-generated content as such is currently being debated. An even bigger question is how we should treat it in terms of authorship and copyright. There are more protocols yet to come in this area.

However, we already know that PRs are using AI in their work - and you can do it too! Here, you can find a guide that will show you how to introduce an ethical AI framework to your PR agency based on PR Council guidelines.

What PR pros and journalists say about ChatGPT and GPT-4

No wonder using AI in PR activities is a hot topic lately - in just 5 days after launching, ChatGPT reached 1 million users. There’s more! It set a record for getting 100 million users by January 2023, making it the fastest-growing platform ever.

Legal implications

Michelle Garrett, a seasoned PR consultant with over 20 years of experience in the industry, and #PRLunchHour co-host, often takes part in Twitter discussions about using AI for PR and writing purposes.

She interviewed a lawyer who advised caution regarding the use of ChatGPT and GPT-4. Here are a few potential risks every PR pro should keep in mind according to Michelle:

#1 Brainstorming instead of ready-to-publish content

Use AI to suggest topics and ideas for exploration as the scope of an answer instead of stating facts.

#2 Always double-check the facts

As stated above - AI can help with your writer’s block, but you can never be sure about the uniqueness or correctness of what you get.

#3 Remember the law hasn’t adjusted to the AI world yet

That’s why there’s no simple answer to copyright laws concerning the content generated by ChatGPT. You might be provided with output that is a part of someone else’s copyright-protected work. Using it as your own would be an act of unwitting malpractice.

Plagiarism vs. authenticity

Speaking of copyrights - don’t rely fully on ChatGPT’s creativity. The tool is trained by scraping content from the internet, so the output could be a part of someone else’s copyright-protected work. And OpenAI’s terms say there’s no guarantee it wouldn’t produce the same output for two different users.

Some PR professionals alert other PRs and clients not to rely on ChatGPT’s writing too much, because using plagiarized quotes may hurt your relationships with the media.

Data security concerns

During 'conversations' with ChatGPT, staff members could share confidential, proprietary, or trade secret information. That’s why some companies like Amazon, Accenture, and JP Morgan Chase have restricted use of the AI chatbot by their employees.

Although OpenAI ensures that GPT-4 is safer to use than ChatGPT 3.5, there was a data leak on Monday, March 20th. Some users saw titles from other users’ chat history and 1.2% of ChatGPT Plus users might have had personal data revealed to other users.

This event puts a question mark on the safety of the data put into ChatGPT. On the other hand, it is also a good example of handling a reputation crisis by OpenAI. The company shared a press release within four days of the data leakage admitting their mistake and showing what actions they’ve taken to fix the bug - a perfect case study for Public Relations, by the way.

By the way, we have prepared two lists full of top AI-powered PR tools and AI marketing proposals. Check them out and see what's there for you, apart from ChatGPT!

Our current outlook on ChatGPT for PR

As PR experts who have tested the waters of ChatGPT, we have a solid opinion about how ChatGPT and AI technology will affect the PR industry in the short term. 

At this point, we see ChatGPT as another helpful tool for PR professionals to experiment with. By combining the human touch of PR pros with the data capabilities of ChatGPT, PRs can leverage this PR technology for faster turnaround times and focus more on building relationships with clients.

It will, undoubtedly, evolve over time and gain sophistication, but for now, it requires oversight from a PR professional.

The post The Impact of ChatGPT on PR: Our Tests & Outlook appeared first on Prowly.

Help is coming in AI tools - promising to cut workloads and make marketers more efficient, organized, and creative.

Delve into AI skills and tools that revolutionize PR on your own time. PR Episodes 2024’s recordings are waiting to unlock new levels of efficiency and creativity for you. Register now to learn about the latest tools available on the market.

Here are the very best AI tools for marketers in 2025:

• What are AI marketing tools?
• 5 benefits of using AI in marketing
• 31 best AI marketing tools
• AI tools for social media
• AI for videos and graphics
• AI content marketing and SEO tools
• AI writing assistants
• AI email marketing tools
• AI presentation slides generators
• Disclaimer: AI tools' limitations

What are AI marketing tools?

AI marketing tools are natural language processing tools that automate marketing tasks with the goal of saving time and increasing efficiency.

These AI marketing automation tools help with creating written, photo, and video content, as well as with other marketing tasks.

P.S. If you're looking for top AI PR tools, we also prepared a list of the best PR solutions on the market.

5 benefits of using AI in marketing

An AI tool can come in handy in just about any aspect of marketing. Here are the main benefits of using marketing AI tools.

1️⃣ Saves time and money as you can create content that is almost finished in minutes

2️⃣ Automates decisions: e.g., you can ask AI to tell you which version of ad copy is more likely to convert

3️⃣ Creates personalized content in real-time: you can ask the top AI tools to adjust to a specific tone of voice or persona

4️⃣ Helps break writer's block: AI can create full-blown briefs to help you create content more easily

5️⃣ Summarize ideas: AI can take content and summarize the most important points for you, making it easier to create your own content

31 Best AI marketing tools in 2025

The best AI marketing tools should help you solve a specific problem in your marketing workflow without compromising your sensitive data. Here is our AI tools list for marketers, sorted by category.

#1 Prowly

💸 Price: A free trial is available; monthly or yearly contract; paid plans start at $258 per month

What's in it for you?

According to The State of PR Technology 2023 survey, AI is already being utilized by a significant 67.8% of PR professionals in their work. Public relations professionals can often struggle with creativity when faced with a hard deadline. Prowly can help.

With Press Release Creator, you can create an entire first draft of your press release with AI. There is no need to grab ChatGPT or some other AI writing tool—AI does its magic directly in Prowly.

Simply head to the Creator, and Prowly will ask you questions about your goals. Follow the questions and create an entire press release in minutes.

The best part is that it fits into the overall Prowly workflow. Once your press release is done, AI will suggest the journalist to reach out to who may be interested in your story. Moreover, it will come up with the email pitch, the subject line, and the preview.

This can be a game change for PR pros as the entire process is automated thanks to AI.

#2 ChatGPT

💸 Pricing: free; paid plans for ChatGPT Plus start at $20 per month

What's in it for you?

In the past few months, ChatGPT has become a marketer's best friend. Built by OpenAI, it uses a language learning model to help answer users' queries and prompts.

Marketers can use it for various applications: summarizing notes, creating briefs for writers, building tables out of written content, creating social media posts from blogs, and many, many other uses. The sky is the limit. Just bear in mind that the cutoff for data in this tool is January 2022—it won't know about events past this point.

And if you're a PR professional wondering how to maximize your use of ChatGPT, this guide might be helpful.

#3 HubSpot

💸 Pricing: free; paid plans start at $20 per month

What's in it for you?

Hubspot is one of the world's most popular CRM and content management tools. And now, with its new AI marketing tools, it is even better.

With Hubspot, you can use AI to create blog posts, social captions, and even website pages with just a prompt. It also helps you write emails and analyze and summarize your CRM data. If you're already using Hubspot but are unfamiliar with their AI features, try them, as these are extremely helpful.

#4 Semrush

💸 Price: free trial available; paid plan is $25 per month

What's in it for you?

Like many other SEO tools, Semrush recently launched its own tool for AI in marketing. Called the AI writing assistant, it does just that: it helps you write content using AI.

It has over 75 different tools marketers can use for writing. You can adjust the tone of voice, formality, and structure of your articles and more in 25+ languages.

By the way, we prepared two guides to walk you through using the AI Press Release Generator for the best results, as well as for writing and pitching press releases with AI.

#5 Zapier

💸 Price: A free plan is available; paid plans start at $19 per month

What's in it for you?

Zapier is an incredibly powerful automation tool that connects over 5,000 different apps. Whatever combination of tools you can think of, Zapier puts them together.

For many users, the main problem with Zapier was that you had to build your own Zaps. But no more—thanks to Zapier AI. Simply write the Zap you need in plain English, and it will create a Zap for your needs. For example, it will create a new task for you every time someone sends an email to the marketing department.

#6 Mailchimp

💸 Price: free plan is available; paid plans start at $6.50 per month

What's in it for you?

The most popular email marketing tool in the world has joined the movement of AI in digital marketing.

With Mailchimp's AI features, you can create first drafts of your email campaigns with just a few clicks. And once emails start coming in as responses, the AI can come up with answers on its own, allowing you to just hit "send" and quickly wrap up hours of work within minutes.

#7 Notion

💸 Price: free plan is available; paid plans start at $8 per month

What's in it for you?

Notion is a super capable tool for project management, document organization, Wikipedia databases, and more. They were one of the first to use artificial intelligence in marketing and the users love the new AI features.

You can use Notion to summarize meeting notes, turn them into action items, get key takeaways from documents, and much more. No need to use ChatGPT or similar tools, as everything is available directly in Notion.

#8 Customers

💸 Pricing: undisclosed

What's in it for you?

If you sell to a B2C audience and you need help getting started, this AI digital marketing can help.

Customers.ai identifies who your visitors are and provides you with their emails and contact information. You can then use this tool to automate and personalize your outreach to these contacts and grow your agency or business.

Before moving on to the next group of tools, make sure to check out the best tool for AI in public relations - Prowly.

AI for social media

Social media management can also benefit from AI. From content creation to scheduling and more, here are our top picks for tools.

#9 Rapidely

💸 Price: free plan is available; paid plans start at $24 per month

What's in it for you?

Want to create social media content but don't have the time? Rapidely does all the heavy lifting. Simply choose the social media platform, type in some keywords as prompts and Rapidely delivers. From one-off posts to full-blown social strategies, you can do it all in one place.

#10 Flick

💸 Price: free trial is available; paid plans start at $10 per month

What's in it for you?

Do you have ideas for social but not enough time to put them to life? Flick can be your next AI social media manager. It can help you create new content, repurpose other content formats or generate ideas for your next post.

And if you need to write a social media press release, Prowly's AI Press Release Generator will come in handy.

AI for videos & graphics

Besides creating written content, you can also use AI for visuals such as images and videos. Here are the best tools for this job.

#11 Canva

💸 Price: free for up to 50 queries; paid plans start from $119.99 per year

What's in it for you?

Canva is the best-known design tool for people who are not actually designers. On top of their renowned design suite, they recently added an AI image to text generator. Simply type out a prompt and Canva creates the image you desire.

AI image generation is the future for marketers. Want a photo for your next blog or social media post but don't want to search Google or grab a stock photo? Simply ask Canva to create something completely unique for you.

#12 DALL·E 2

💸 Pricing: starts at $0.016 per generated image

What's in it for you?

Built by OpenAI, the same people behind ChatGPT, DALL-E 2 lets you create super realistic images based on your prompts. The better the prompts, the better the images that you get as results. Unlike Canva, you have to pay for every image that you create in this tool.

#13 Descript

💸 Price: free plan is available; paid plans start at $12 per month

What's in it for you?

Ever wanted to edit videos but didn't have the hours of time for learning and training? With Descript, you can do all forms of video editing just by giving AI the basic prompts. Add titles and captions, transitions, shapes, and animations, just by typing in a prompt.

#14 Vrew

💸 Price: free plan is available; paid plans start at $5.58 per month

What's in it for you?

Do you have an amazing video but want to make it prettier before posting? Vrew can help. Using AI, assign tasks to Vrew to transform your videos. Add captions, generate subtitles, cut, copy and paste video sections, and much more.

#15 DeepBrain

💸 Price: starts at $30 per month

What's in it for you?

This AI video generator lets you type out instructions and get a finished video as a result. If you need a new video with a spokesperson, just head to DeepBrain. Pick an avatar, choose their voice, add a script, and the tool will do its magic. While it's not a replacement for a video recording of a real person, it comes really close.

In Prowly, you can embed visuals directly into press releases to make them interactive and leave a good impression on journalists and readers.

AI: content marketing & SEO

If you want to create the kind of content that ranks but don't have the time for writing, these are the tools that can help you out.

#16 ContentShake

💸 Price: two options available: free version and paid version, for $60 per month

What's in it for you?

Are you a fan of Semrush but want to create amazing and not just get keyword and content insights?

With ContentShake, you can create fully optimized SEO content that provides value. Just type out your desired keyword, and ContentShake will tell you what to write about and which topics are trending. You'll get a finished result you can publish to WordPress with just one click.

 #17 Surfer SEO

💸 Price: starts at $29 for one credit

What's in it for you?

Surfer SEO is a content optimization tool that helps content and SEO specialists write content that ranks. The main aspect of the tool is the Content Editor, where you can write and add keywords. But if you don't feel like writing, just use Surfer AI instead. Choose your keyword, push a button, and get fully optimized content.

 #18 Frase

💸 Price: starts at $12.66 per month

What's in it for you?

Just like Surfer, Frase is primarily a tool for content optimization. Enter a keyword and Frase gives you suggestions on which keywords to use and how many times. But also like Surfer, you can use Frase to write fully optimized articles from start to finish.

#19 Keyword Insights

💸 Price: starts at $1 for 6,000 keyword credits

What's in it for you?

Get all your content planned and written, from soup to nuts. Keyword Insights uses AI to find keywords, group them into clusters, and then help you create outlines for your content. You can then write it yourself or simply use the AI writer in Keyword Insights to deliver the finished product.

#20 Ocoya

💸 Price: starts at $15 per month

What's in it for you?

Create all types of content in one place with Ocoya. You can use this tool for copywriting, optimized content, social media content, and much more. And unlike other tools, Ocoya lets you do both written and visual content so you have all your bases covered.

#21 Smartwriter

💸 Price: starts at $49 per month

What's in it for you?

AI for marketing can be used for link building too. Smartwriter lets you analyze your target website, thoroughly read an article, and create a personalized cold outreach email based on the contents of the blog. This lets you do link building outreach at scale without the tedious writing part.

#22 Fliki

💸 Price: free plan is available; paid plans start at $21 per month

What's in it for you?

If you've already done well with SEO for your blog, you might want to take a shot at YouTube SEO. Fliki allows you to create videos from scratch by giving prompts to the tool. Give it the basic information to cover, the voice and style, and Fliki creates a video that is ready to upload.

AI writing assistants

Perhaps all you want to do is use AI for writing and then use that content elsewhere. Here are our top suggestions

#23 Jasper

💸 Price: there is a free trial; paid plans start at $39

What's in it for you?

Whatever you need to be written, Jasper has your back. You can choose from a variety of content types, styles, brand tones of voice, and more. Set up Jasper for your ideal type of content and let it do its magic. There is also Jasper API and plenty of integrations to help you use it alongside your everyday tools.

#24 LanguageTool

💸 Price: free plan is available; paid plans start at $16 per month

What's in it for you?

The name says it all. Similar to some other entries in this part of the list, LanguageTool allows you to paste the text inside the tool. Then it automatically makes fixes using AI, so that your text is grammatically correct and easier to read.

#25 Grammarly

💸 Price: free plan is available; paid plans start at $12 per month

What's in it for you?

Known for its grammar editing features, Grammarly recently launched an AI tool to help anyone who gets stuck with content. Tell Grammarly what you need to write, in which tone, style, and voice, and it just delivers. And since it's Grammarly, it shoud be free of errors and plagiarism.

#26 Hemingway App (Beta)

💸 Price: free

What's in it for you?

Hemingway is a popular writing app that analyzes your content and gives you input on the reading grade and the complexity of the content. In the original version of the tool, you get suggestions on what to fix, but AI goes one step further. Upload your text and Hemingway immediately paraphrases it and makes it easier to read and understand.

AI: email marketing tools

#27 Brevo

💸 Price: free plan is available; paid plans start at $25 per month

What's in it for you?

Brevo is a popular email marketing tool that lets you automate your campaigns. Brevo founders know that coming up with subject lines is tough and at the same time, they are crucial for your campaign's success. Simply click on a button and Brevo generates subject lines for you.

P. We have also prepared a list of media list-building tools for PR professionals.

#28 Mailerlite

💸 Price: free plan is available; paid plans start at $9 per month

What's in it for you?

Make your email marketing campaigns more successful by using AI to create your subject lines and email body content. Mailerlite can adjust to your tone of voice and help you create emails that don't feel like cold emails.

#29 Warmer

💸 Price: free plan only

What's in it for you?

Personalization is one of the biggest struggles for cold emails. With Warmer, you can copy emails into the tool and Warmer will make them more personalized. Choose the objective of your email, enter the recipient's details (LinkedIn or website), and watch as your emails get personalized.

However, if you're pitching journalists, you might prefer to use a PR tool for it. Prowly's AI Pitch Generator helps you craft a perfect email and suggests titles that would make journalists open a message and publish your press release.

AI: presentation slides generators

Creating presentations can be a chore. Luckily, these tools can do the hard work for you.

#30 Dectopus

💸 Price: starts at $9.99 per month

What's in it for you?

Tired of boring presentations? Or just a lack of ideas for your presentations? Dectopus lets you just type the topic of your presentations, and it handles everything else. The slides, the design, the content, and everything else. And just like that, you're ready to present.

#31 SlidesGo

💸 Price: starts at 11.99EUR per month

What's in it for you?

SlidesGo is primarily a tool for free Google Slides themes and templates, but they have an AI slides generator too. Simply follow the instructions: give SlidesGo a topic, select your style and design, make some edits and you should have a ready-made presentation in moments.

Ready to keep up with AI for public relations? Grab a free trial of Prowly today!

Disclaimer: AI tools limitations

Although they have their benefits, even the best AI tools have their limitations.

⛔️ First off, no Ai tool will ever be as creative as a human creating content.

⛔️ The second, bigger concern is data privacy. Each piece of data you give to AI tools is no longer private. AI language learning models use data to learn, which means your data too. In other words, it would be smart not to give any sensitive information to any AI powered tools. We've talked more on this topic before.

When creating any content with an AI tool, make sure to personalize it and investigate how the tool treats your data.

Conclusion

There is no shortage of amazing AI marketing tools, no matter what type of marketing activity you're undertaking. Choose well and you can speed up your workflow and increase your creativity.

If you're not sure which one to start with - choose Prowly! It is the best AI tool for public relations professionals, making sure your next press release is done in minutes and not hours.

The post Top 30+ AI Marketing Tools in 2025 appeared first on Prowly.

Prowly’s AI Assistant offers a new way to do PR while you’re still in the driver’s seat. It adds value to your everyday work by giving you an extra creativity boost without spending time on meticulous tasks.

Our vision is to give PR professionals tools that benefit the most stressful aspects of the job and give them extra hours to create, brainstorm, and showcase their successes to stakeholders.

Why is having an AI Assistant a must-have?

Public relations is one of those industries that constantly faces challenges and new technology—and now, AI. Although people have been using ChatGPT more intensely in 2023, they’ve always hit a roadblock with two issues: generic content of less-than-desirable quality and weak user experience in prompting. It’s time to leave that process behind and look for AI trained to speak the same language you do, blending smoothly into your current PR toolset.

Adapting to industry challenges with ease

Introducing AI into your work isn’t about replacing the human touch but enhancing your capabilities and allowing to focus on creative PR strategy and engaging campaigns. Thanks to AI, your competitors can now streamline the writing process or data collection much quicker, so hopping on the bandwagon is an actual benefit.

Let’s say you have a press release draft ready, but a few of the paragraphs aren’t just sitting right with you. You’d change something, but after thinking about it for a while, you simply can’t come up with anything else. In this case, our AI Assistant can help you expand your ideas to new horizons and give you different perspectives and angles to implement into your PR writing. 

AI is an assistant – nothing more and nothing less. It can help you play with voice, tone, and other technical aspects of content to ensure your brand’s style is on point. 

Reaching the media more effectively

The ultimate goal is to captivate your target audience with a compelling, newsworthy story. From landing in journalists’ inboxes and getting them to open the email to getting published in an outlet. A lot of times, it’s a long-term game of gaining the recipient’s trust and building a relationship that lasts. After all, polishing your message perfectly can make or break their interest in your story. We’re only human, so we know that not everything our clients or stakeholders try to push is spectacular – but doing everything we can, including using AI to enhance all press release elements to get those email clicks and stories, is what we strive for the most.

Sooner or later, everyone will use AI

Writing content for public relations professionals is a solo struggle. At first, it’s just you and an empty screen. Then, you scramble up a draft and send it to someone for approval. Therefore, most of the time, ideation, drafting, and finalizing the piece are all in your hands from beginning to end.

Having an AI Assistant is like hiring that brainstorming buddy you always wanted to have, who will check everything for you, look for missing facts or figures, and ensure press releases are filled with relevant, newsworthy information. Artificial intelligence can do all of that for you and more. 

What makes the AI Assistant so powerful?

It’s the first AI Assistant on the market made specifically for PR pros, with all the prompts ready to go. Instead of thinking about how to frame the few sentences you’d input into commonly known AI tools, Prowly has it all prepared and adjusted so that you’re simply filling out a form. 

It can transform your vague idea into a concrete draft that’s about to be finalized in less time than ever before. It’s trained for PR writing, with suggestions based on the industry’s best practices and tips from experts you can draw inspiration from in real life. 

Let AI roll up their sleeves so you don’t have to

Whoever writes is well aware that creativity isn’t constantly flowing. Sometimes, we have too many ideas, and the well is completely dry. With the AI Assistant, you can input a general idea and select various story angles for your next press release. It’s something to get you over your writer’s block and get your creative sparks moving.

Then, you can take that idea and get a press release draft to inspire you in your writing. You can review it against PR writing best practices and use these suggestions to improve your content until it’s nearly ready to be published and sent. 

It’s sort of an editor, per se, but also an assistant in a way that won’t let you forget to jot down crucial details that make a press release engaging and captivating, such as the right tone, perfect punctuation and grammar, quotes, and more.

You get to choose how to enhance your writing wherever necessary–whether it’s a whole paragraph or just one sentence, you can always implement it into your natural writing flow.

You can also upload your draft, and improve its quality before sending it to your client or stakeholders for approval. Whether you’re in the beginning of the press release writing process, or already have something written down that needs polishing, having an extra set of “hands” is always helpful in making sure you’re sending out the best piece of content.

We hope our AI Assistant brings you many ideas and speeds up your workflow so you can focus on strategic initiatives and take your activities to the next level. Plus, this is just the beginning of what we have in store for you!

The post Introducing AI Assistant - the Work Buddy Every PR Practitioner Needs appeared first on Prowly.

Thankfully, the industry is quickly creating guidelines to address this important matter. We’ll walk you through the latest PR and AI industry stances.

• How does AI impact PR agencies?
• What are the PR Council Guidelines on generative AI?
• Understand your generative AI tools & goals first
• How exactly can you use AI in your PR agency?
• How to introduce an ethical AI framework to a PR agency?
• Questions any AI PR agency should answer
• Start using AI responsibly

If you’re in a rush, don’t craft press releases from scratch. Create an AI-generated press release, and find the right journalist to pitch using Prowly's AI suggestions.

How does AI impact PR agencies?

AI in public relations is highly beneficial. It allows PR professionals to automate first-draft tasks like press release writing and media contact list creation. This gives them more time to dedicate themselves to higher-level PR strategy work and helps them overcome writer's block.

The uses of AI in PR agencies

PR agencies are already using AI in these ways:

• Researching the best-matched journalists and influencers for upcoming campaigns.
• Creating first drafts of press kit materials like press releases and company bios.
• Gathering information about competitors.

Concerns around AI in public relations

There are, of course, some concerns about using AI for communications and media industries (outside of “Will AI replace PR professionals?” That’s a discussion for another day).

The top concerns are:
📛 Keeping client data confidential
📛 AI tools including outdated or false information
📛 Having PR pros not edit, update, and closely revise Artificial Intelligence results, skipping a significant need for that human touch

Let’s take a look at the ways to introduce an AI change successfully in any PR agency, based on ethical and legal advice.

What are the PR Council Guidelines on generative AI?

As PR agencies and teams have struggled with creating their own generative AI framework of detailed policies and guidelines, professional organizations like the PR Council have jumped in to create generative AI frameworks that PR teams can easily reference and adopt.

In the case of the PR Council, their high-level guidelines include:

1. We protect the integrity of client information.
2. We honor our role in society.
3. We are committed to accuracy.
4. We believe that our clients and the public are best served when third-party relationships with spokespeople, bloggers, partners, and allies are open and transparent.
5. We value diversity and inclusion in our profession.
6. We are committed to agency practices that increase society’s confidence in the practice of public relations.

Each of these guidelines is broken down further into discreet examples. We’ll hit on some of those here, but we highly recommend you read their full guidelines and watch their accompanying video.

You can also watch on-demand videos from our latest PR Episodes event, where industry experts discussed data-driven PR and AI, and shared their experiences.

Understand your generative AI tools & goals first

So, where to begin with AI, if you haven’t started already?

#1 Get to know the PR AI tools available on the market

First, get to know the AI tools that are available and establish what you want to achieve using them. Host a brainstorming session and ask your agency members how AI could help them complete their workflow tasks.

#2 Check data privacy

Second, research who created each tool and how they store data used for prompts.
This is critical to protecting any data you include in your research prompts.

#3 Check AI tools features and choose a solution for yourself

Then, narrow in on the AI tools that work best for PR pros. You can choose to use a few tools or try an all-in-one solution to omit extra steps, like creating prompts for ChatGPT.

How exactly can you use AI in your PR agency?

Can PR be automated using AI? Yes!

💬 Aleksandra Kubicka, PR Evangelist @Prowly:
"We have made using AI easier with pre-made prompts, so users don't need to do it alone and go through trial and error to determine what works and what doesn't. The AI algorithms are trained not to act like a simple writing tool, but rather like a writer with years of experience in public relations."

Here’s what AI can do to make PR pros’ work easier, based on Prowly’s PR software platform:

👉🏼 Generating press release drafts

Our new AI-powered Press Release Creator can create an impressive first draft press release for you through a natural conversational flow. The tool delivers the foundations of a press release that you can then refine and finalize.

We prepared two guides on using the AI Press Release Generator, as well as writing press releases and pitching them with AI, to walk you through the best practices.

👉🏼 Recommending relevant journalists & media

Based on the content of your press release, Prowly Artificial Intelligence will instantly suggest journalists who might be interested in your story and then helps you create an email pitch with a catchy subject line and preview.

👉🏼 Writing a pitch draft

Prowly's pitch generator is like your trusted assistant for crafting pitch drafts. Based on your press release, AI generates a preliminary pitch. You can then refine it to align with your standards, saving time and effort.

👉🏼 Generating subject line suggestions

Subject Line and the Preview Text Generator can help you craft attention-catching messages for professional and effective pitches that won’t be left in a journalist's inbox unopened for a lifetime.

The entire process - writing, finding journalist contacts, and sending emails with suggested content - is seamlessly integrated into one platform. No need to switch tools and tabs, or do any copying and pasting. With fewer distractions, you’ll get better quality outcomes.

How to introduce an ethical AI framework to a PR agency?

Once you’ve decided on the best AI PR agency framework for your agency or team, take clear steps to introduce them. Here are our recommendations for rolling out a framework and the types of guidelines it should include.

#1 Provide clear AI guidance and training

Bring everyone together for training, allow them to ask questions and point out potential challenges. Train them on both guidelines and the basics of using these new AI tools.

#2 Use confidential client information with caution in generative AI tools

Who hasn’t heard of the (in)famous case of Samsung banning ChatGPT among employees after a sensitive code leak? Since it’s better to learn from the mistakes of others,  you should keep in mind that, unless an AI tool confirms its platform is closed, anything entered as a prompt may become part of the public sphere. This means there are clear do’s and don’ts to follow:

Do:
✅ Use AI tools to help write press releases that don’t include sensitive or confidential information.
✅ Use it to break writer’s block.
✅ Use it to optimize a press release you have written yourself.

Don’t:
📛 Use it to create a first draft of a press release about a new product.
📛 Use it to draft internal memos for staff.

For example, the best practice we recommend when using generative AI press release creation is to create a press release without sensitive information, then add in the critical details manually at the end.

#3 Take caution while generating AI images

Generating AI images is one of the most exciting features of the technology, but it comes with risk, as copyright protections are still being debated.

At this point, you run both the risk of infringing on a copyright and not getting copyright protection on an AI-produced image.

Image powerhouses like Getty are at the forefront of setting legal regulations here. An example is their legal proceedings against Stability AI.

#4 Double-check every result

We have learned that AI can not only include misinformation in its results but incorrectly name its sources. Double-check any facts presented in AI results to avoid inadvertent plagiarism, copyright infringement, or trademark infringement.

Several authors are already calling out copyright infringement, claiming their texts were used to train AI.

Even with new checker tools being added (like Jasper’s plagiarism checker), we still recommend having a human confirm information.

#5 Be transparent to clients about using AI

The PR Council guidelines recommend being transparent and disclosing the use of AI to your clients.

Disclosure can take place in your PR contract or through conversation. The key is not only to disclose that you use it, but how exactly it is used in your agency. You’ll also want to provide notification that you do not use their confidential information with it.

An example of how you might phrase this: The use of generative AI may be used in our PR process for creative ideation. We never enter sensitive client data into AI tools and all AI content is fact-checked and fully developed into final content with our team’s input.

#6 Be careful when using video or voice-generated AI content

Some will be tempted to use voice or music-generating AI tools to correct a voiceover or build an accompanying piece. This might, however, infringe on the rights of the voiceover talent, musical artists, or composers.

Even Drake and The Weeknd have already found their voices recreated in AI and delivered as new music products.

#7 Create a team review process

Most PR agencies are used to requiring a “second set of eyes” on any written piece, and AI content is no exception.

You may also want to host regular sessions with your team where you review a piece of AI content and discuss any red flags that stand out. Discuss how the content should be revised in its final draft.

#8 Work on real-life diversity, not AI

This guideline is pretty straightforward: diversity in talent needs to happen in real life, not through AI construction. Having an AI tool create or modify photos to show diversity is not only inappropriate but highly unethical.

Questions any AI PR agency should answer

When discussing AI content with your team, you’ll want to train each team member to think through several questions every time they use an AI tool. The questions can be custom made for your team, but some examples include:

• How am I making sure I protect my client’s confidential information?
• How will using an AI tool benefit the final product?
• Am I using AI queries that are free of bias?

Make your framework a work in progress

Your AI PR agency framework of today will look much different in the future. We don’t know exactly how AI will evolve, or what problems may emerge, so keep your framework open for changes.

Start using AI responsibly

“Will AI take over PR?” is the wrong question to be asking at this point. Instead, we should be asking, “What is the future of AI in PR?”

The future looks bright, with AI providing support to PR professionals for the basic levels of PR workflows.

It’s up to PR teams and agencies to act responsibly, creating guidelines and ethical frameworks along the way.

See generative AI in action on PR tasks by trying Prowly free for 7 days.

The post How to Introduce an Ethical AI PR Agency Framework appeared first on Prowly.