Digitalization has penetrated every aspect of our lives, and the PR industry is no exception. In recent years, artificial intelligence (AI) has been increasingly integrated into PR activities, transforming approaches to audience engagement, content creation, and campaign analysis.
Our team at ITCOMMS recognizes that AI is not just a trend but a reality, and we actively implement innovative technologies in our work. At the recent Digital Almaty 2025 forum, Alexander Likhtman, CEO of ITCOMMS, shared a key insight:
"The skill of the PR specialist of the future is not just the ability to work with AI, but the ability to see how the very process of applying technology becomes a story worth telling."
Today, we will explore how and why PR professionals use AI and share ITCOMMS' experience.
Why AI?
The demands on PR campaigns grow every year. Communications must not only be high-quality but also personalized, accurate, timely, and highly effective. AI serves as a reliable assistant, simplifying tasks and allowing professionals to focus on more creative aspects of their work.
Key Benefits of AI in PR:
Speed: AI processes vast amounts of information in seconds, making monitoring and data analysis significantly faster.
Personalization: AI enables the creation of more precise and customized messages for different audience segments.
Data Analysis: AI efficiently analyzes data, identifies patterns, and predicts campaign outcomes.
Media Monitoring
One of the primary applications of AI in PR is media monitoring. AI-powered tools help track brand mentions, analyze the sentiment of publications, and identify key topics of interest to the target audience.
For example, Evgenia Mamicheva, an expert at ITCOMMS, shared her method of using ChatGPT for competitor monitoring:
"Recently, I uploaded a Google spreadsheet with three months of competitor monitoring data into ChatGPT and asked it to compile the top information triggers and highlight media leaders by mention frequency and formats. AI generated insightful charts (almost like Medialogia), making the analysis highly informative and useful. However, it's important to format the spreadsheet correctly for ChatGPT to recognize the data."
A basic analysis can be done using the free version of ChatGPT, but for in-depth insights, it's better to subscribe to Plus ($20/month), Team ($25/month), or Pro ($200/month) plans. Even in the free version, ChatGPT can be customized for more personalized responses.
Content Generation
Nearly every creative industry professional has likely tried generating social media content with ChatGPT. It’s fast, convenient, and efficient.
AI can generate articles, posts, and even press releases, speeding up the publication process and allowing PR specialists to focus on strategic tasks.
A prime example from ITCOMMS is the launch of an AI-powered press release generator based on ChatGPT-4.
This tool helps PR professionals and companies create press releases in Russian, English, Kazakh, Uzbek, and Kyrgyz—completely free and with no request limits. So far, it has helped generate over 2,000 press releases in Russian and English, and with additional Central Asian languages, it becomes an even more valuable tool for local businesses.
This service reduces content creation costs and speeds up publications, making it especially useful for companies aiming to communicate in their native languages.
Personalized Communications
AI helps craft more tailored and relevant messages by analyzing data and selecting content that best resonates with each user.
Even PR pitches can be refined using AI. For example, Claude AI structures information and finds the right wording. However, our team always double-checks results to ensure quality. One useful approach is to ask AI:"Act as a top tech and VC editor and journalist of leading global tech media. What do you like about this press release? Would you likely cover it?"
This method improves content quality and ensures its appeal to the target audience.
The free version of AI tools can handle basic tasks, but for deep customization and audience adaptation, advanced models are recommended.
Crisis Management
AI can play a key role in reputation management during crisis communications, helping PR teams respond quickly to negative events.
For example, if a crisis emerges—such as a failed product launch—AI-powered social media monitoring can swiftly identify messages that require immediate action.
However, AI is only a supporting tool. In crises requiring rapid and tactical decision-making, human professionals remain irreplaceable due to their sensitivity and intuition.
Advice for PR Professionals
Before integrating AI into your workflow, it's crucial to determine where it can truly help. Identify routine tasks like data analysis, media monitoring, or standard text creation—AI can assist with these!
Here are a few steps to get started:
Describe your tasks to AI and receive recommendations on how it can assist you.
Explore available tools and choose the ones that best suit your needs. For example, ChatGPT can generate social media posts, analyze campaign performance, or create press releases within minutes.
Delegate tasks gradually—not all at once.
Is AI a Key PR Tool?
Today's conversation isn't about replacing PR professionals. AI frees up time for more meaningful tasks. Delegating routine activities to AI allows specialists to focus on decision-making and creating high-value content.
AI has undoubtedly become a key tool in PR, but its role is to support, not replace human expertise.
A human-centric approach ensures responsiveness to public sentiment shifts, while AI enhances accuracy and speed—together, they deliver the most effective results.
***This article has been translated from Russian to English by an AI language model. While efforts have been made to ensure accuracy, there may be nuances or idioms that do not perfectly translate. The original Russian article should be referenced for the most precise content.