.png){kind=small}
As a PR student, I’ve experienced firsthand how artificial intelligence is reshaping public relations. It’s more than just a buzzword — Generative AI is transforming the PR landscape, pushing communications students and professionals beyond surface-level tasks into deeper, strategic, data-driven work.
Sixty-nine percent of organizations have ramped up GenAI training, according to the 2024 KPMG GenAI Survey, and 61% plan to expand its use across business functions within the next one to three years.
The shift mirrors the learning curve happening in the classroom with professors who aren’t just teaching AI, but redefining how we use it.
While students initially experimented with AI by prompting its assistance with assignments, AI in the classroom has evolved to an essential tool that enhances understanding of complex topics. Tools like ChatGPT help analyze trends, craft compelling messaging and can be used to develop crisis communications strategies by leveraging background information and context to create tailored plans for unfamiliar industries.
Using Gemini to summarize reporters’ previous work enables me to more effectively and efficiently develop media pitches that focus on unique market landscapes, key demographics and niche interests. Tools like Canva and Sora also allow me to add professional touches to projects, whether simulating product prototypes or staging press conferences.
Professors are also incorporating AI into their teaching. NYU Professor Stephanie Mattera encourages students to use AI for brainstorming and research, sharpening our critical thinking skills. Dr. Jose Mendoza goes further by integrating a custom GPT as a virtual assistant in his business analytics course, reflecting a broader trend of AI evolving from a co-pilot to autopilot.
Dr. Kathleen Rennie’s PR writing course emphasizes the importance of AI through PRSA’s AI Ethical Guidelines, focusing on transparency and the responsible use of AI. Understanding these ethical frameworks ensures the next generation isn’t just proficient in AI, but is prepared to use it responsibly in professional settings.
Outside the classroom, I’ve used AI to tailor resumes and cover letters for specific positions. AI-generated materials are becoming the norm and hiring managers increasingly expect them. ChatGPT helps me highlight critical skills and adjust the tone for different roles, whether it’s for a large financial institution or a PR agency.
It also assists with researching interviewers and forming thoughtful questions, ensuring I’m well-prepared, boosting my confidence and positioning me as a standout candidate.
As I prepare to enter the workforce full-time, my proficiency with AI has already proven to be a significant advantage. During a past internship, I used AI to craft social posts that replicated the tone and style of previous content, ensuring consistency with the brand’s voice while saving time and maintaining coherence.
It also helped me analyze trends, identify emerging issues and develop more tactical approaches. Whether summarizing news articles or providing nuanced insights, the technology can identify relevant information from previously shared data such as an article posted a month prior to answer to questions like, ‘Why is this a rising trend?’
Seventy-four percent of PR professionals believe AI has improved the quality of their work, according to Muck Rack’s 2024 State of AI in PR report. By customizing AI tools, I’ve developed my own “co-pilot” to streamline workflows — a skill that will distinguish me as agencies increasingly adopt proprietary AI solutions.
AI is revolutionizing PR education, equipping students like me with the skills to produce more strategic, impactful work. Professors who embrace AI as a tool to foster critical thinking are empowering the next generation of PR professionals to unlock the technology’s full potential.
As students continue to adopt this powerful technology, the future of PR is being reshaped, and those who harness it will lead the way.
Sydney Tytel is a graduate student in the PR and corporate communication program at the NYU School of Professional Studies.
