At Outset PR, we believe AI shouldn’t replace human intuition but enhance it. This mindset resonates strongly with our organic content team lead colleague Danijela Tomić, whose day-to-day work reflects the human side of content creation.
For Danijela, great PR doesn’t come from algorithms alone – it emerges from human insight and everyday inspiration. Her perspective embodies how our agency approaches content: blending human creativity with AI’s efficiency to deliver messages that make impact.
Drawing on Danijela’s experiences, let’s explore how to combine the power of AI with human ingenuity, ensuring your brand stories remain as authentic and compelling as ever.
Why pure AI content isn’t ready for prime time
When you use AI-generated content in PR, the risks can be significant. These texts often sound remarkably similar, with repetitive phrases, predictable vocabulary, and that “polished-but-lifeless” tone typical of automated writing.
Key pitfalls of pure AI content are:
- Brand messaging dilution: AI doesn't inherently grasp your brand or its nuanced voice. Using it blindly may result in messages that feel out of sync with your core identity.
- Lack of depth: Great PR relies on subtle emotional connections, and AI, unable to replicate human finesse, tends to oversimplify or overcomplicate.
- Misinformation: AI occasionally invents facts, turning your content into a source of misinformation.
In short, releasing unchecked AI content is like sending your brand’s reputation into battle unarmed.
Where AI shines brightest in PR content
But let's be honest – AI can be a lifesaver in certain areas. Speed and efficiency are the strong suits of AI, and you can lean on it heavily when:
- Brainstorming: Quickly generate lists of ideas and story angles.
- Structuring outlines: Break down content into clear, organized sections.
- Crafting engaging headlines: Propose headline options that you can refine manually.
- Grammar cleanup: Tackle basic proofreading and typo fixes.
- Storytelling: Analyze audience sentiment, highlight potential angles, and suggest personalized messaging frameworks.
However, truly impactful brand stories require emotional intelligence – a trait AI fundamentally lacks. That’s why human creativity remains essential for emotional resonance, nuanced storytelling, and originality, all of which differentiates your brand and connects it deeply with audiences.
How to keep authenticity alive with AI support
Don't give up on AI – just use it smartly. Think of AI as a skilled gardener: it prepares the ground, removes weeds, and plants seeds. Yet, the garden’s flourishing beauty, shape, and design depend entirely on human vision and artistry.
Here's how to integrate AI into your workflow without sacrificing your brand's identity:
- Set clear boundaries
Always treat AI output as rough drafts. Let it assist, not lead. Your voice remains essential for transforming raw content into something genuinely engaging.
- Train your AI
Help AI learn by training it on your past successes. Consistently feed it your best-performing examples, tone-of-voice guides, and style manuals.
- Perform regular human reality checks
AI content should pass the “colleague test.” Show drafts to someone who understands the brand’s voice deeply. Trust their intuition – if they feel something's off, it probably is.
- Fact-check thoroughly
Credibility is your currency in PR. Never skimp on quality control – fact-check every AI-generated piece meticulously before publishing. Pay attention to:
- Numbers and statistics (percentages, timelines, data points),
- Facts and names (historical references, key figures, company names),
- Geographical and cultural details (locations, audience specifics),
- Links and references (confirm that cited studies or websites actually exist).
Should you disclose AI's involvement in your content creation?
AI assistance for minor tasks like outlining or grammar checks typically doesn't require disclosure. However, if AI plays a central role – especially in fast-paced, high-stakes campaigns – being honest about your process only boosts your credibility. Above all, ethical guidelines should underpin every AI-assisted PR project: prioritize accuracy and never feed AI any confidential or sensitive information.
Measuring success: AI vs. human content
The real test of AI’s value in PR content is measurable performance. How can you determine whether AI-supported content truly works?
Easy! Let your audience decide while tracking the following metrics:
- SEO rankings: Check how well AI-assisted articles rank in searches.
- Engagement metrics: Compare clicks, shares, comments, and CTRs between fully human-crafted and AI-generated content.
- Conversions: Monitor sign-ups, registrations, downloads, etc. to gauge if AI-supported messages resonate genuinely.
By consistently comparing these metrics, you'll see exactly where AI brings value and where human input remains essential.
Case study: Leveraging AI in a token listing campaign
Recently, a client of ours needed PR support for a new token listing under tight deadlines and intense competition. The company itself had a strong product and a clear vision – our goal was simply to amplify its existing strengths. By strategically leveraging AI for rapid content creation, we maintained the client’s momentum through timely organic coverage and the subsequent lead-generation efforts.
The outcome? The company achieved its goal almost overnight, appearing among the first exchanges to list the token and reaching high trading volumes for its respective pairs. While this success was driven primarily by the client product’s inherent market appeal, our AI-powered PR campaign played a supportive yet valuable role.
Prepare for the future led by AI-human content alliances
AI technology keeps evolving, getting smarter and more nuanced. Soon, it will better understand context, brand voice, and even emotional cues. Brand representatives and PR content specialists who learn to use AI effectively today will adapt seamlessly to this smarter future.
Here's how to get ahead:
- Master prompting skills: Hone your ability to direct AI so you get exactly the content you envision.
- Stay curious: Keep experimenting with the latest AI tools, exploring new possibilities for personalization, sentiment analysis, and content innovation.
Blending AI efficiency with human creativity unlocks powerful results, producing content that’s both engaging and authentic. At Outset PR, our content creation services embody this philosophy: we leverage AI wisely while keeping your human voice center-stage, ensuring your brand never loses its authenticity!
Remember, AI isn’t here to replace PR content professionals – it’s here to amplify their strengths. Let technology assist you, but never let it leave you behind. After all, in PR, humanity remains your strongest competitive advantage.
