Home Blog 10 AI Tools PR Professionals Can Leverage Ethically…Now

10 AI Tools PR Professionals Can Leverage Ethically…Now

AI Tools For PR

Generative Artificial Intelligence (AI) has taken the world by storm, and AI tools’ dominance in the field of public relations and communications is no exception. As a leading nonprofit and education public relations agency, Rosica Communications is constantly working to stay ahead of the curve and explore new tools and technologies designed to elevate client results. As we know, among the most exciting AI developments is ChatGPT, a language model developed by OpenAI, which promises to revolutionize how we create content and engage with audiences. 

Understanding AI Tools in PR & Communications 

Before diving into the specifics of ChatGPT and other AI tools, it’s essential to understand what generative AI brings to the table. Unlike traditional software, which follows strict rules, AI, specifically ChatGPT, uses Natural Language Processing (NLP) to understand human commands and provide intelligent responses. With machine learning and pattern adaptation capabilities, AI tools can continuously learn and improve, making them indispensable assistants in the PR world.

Benefits of Using AI Tools for PR Professionals 

As the demands of the PR industry grow, AI tools offer invaluable benefits to PR professionals and agencies such as: 

Time Efficiency 

In a fast-paced environment, saving time is paramount. AI tools enable PR teams to quickly draft press releases, blog posts, and social media content with just a few prompts. This efficiency frees up valuable time for PR professionals to focus on strategy, relationship-building, and other high-value activities. Of course, PR professionals must edit and rework AI content, but it saves time on first drafts and lower-priority deliverables. 


With AI’s ability to analyze and understand target audience nuances, PR experts can craft personalized content that resonates with specific individuals and groups. This personal touch enhances engagement and strengthens relationships with stakeholders. 

Data-Driven Insights 

AI-powered tools like Brandwatch offer real-time data and sentiment analysis, allowing PR pros to accurately gauge public perception. By understanding how audiences perceive a brand or message, PR teams can adapt their strategies to address concerns or capitalize on positive sentiment. 

Creative Content 

AI tools like Midjourney and Cleanup.Pictures unleash creativity in visual storytelling. Generating images and retouching photos swiftly empower PR teams to deliver visually compelling content that capture an audience’s attention. 

Multilingual Capabilities 

PR agencies working with international clients can benefit from AI translation tools like DeepL, facilitating communication and enhancing global reach. 

Streamlined Workflow 

TLDR This and Scribbl simplify content summarizations and meeting notetaking, improving productivity and collaboration within public relations firms. 

Brand Identity 

Looka’s AI-powered branding solutions enable the creation of cohesive and professional brand identities, reinforcing a brand’s image in the market. 

By embracing these and the other AI tools outlined below, PR, marketing, and communications agencies can work more effectively; make smarter, data-driven decisions; and build stronger connections for clients with key stakeholders. However, it’s crucial to remember that AI is a tool, not a replacement for human expertise. Human oversight and considerations ensure the ethical and effective usage of AI tools in public relations. 

As we explore the AI landscape at Rosica Communications, it’s evident that these transformative tools have the potential to redefine the PR industry and elevate our communication strategies to new heights. Here’s a deeper dive into AI tools and how they benefit the PR industry, revolutionizing content creation, audience engagement, and overall communication effectiveness. 

Key AI Tools for PR & Communications 

ChatGPT | Content Generation

AI Tools for PR

ChatGPT is a revolutionary language model that has garnered significant attention worldwide. Launched in November 2022, it has become a go-to tool for generating human-like responses. Its capabilities extend beyond simple chatbots, allowing PR and marketing professionals to quickly compose various forms of content including articles, press releases, blog posts, and ad copy. Moreover, ChatGPT serves as a versatile research assistant, enabling users to ask questions and receive informative answers within its training data (updated through 2021), making it a valuable tool for gathering data and insights. 

Trained on a vast dataset of internet copy/data, ChatGPT continuously learns and adapts to new situations. The more it interacts with users, the better it becomes at understanding and communicating effectively. As PR professionals engage with ChatGPT, they can train it to grasp specific industry jargon, language nuances, client-related terminology, and target audience preferences. This adaptability empowers PR practitioners to create tailored content that resonates with stakeholders. 

Brandwatch | Social Listening & Media Monitoring 

AI Tools for PR

Brandwatch, an AI-powered social listening and media monitoring tool, uses advanced language processing algorithms to track and analyze brand mentions, not only in copy but also in visuals. This includes company logos and product mentions. 

PR professionals can leverage Brandwatch to gain real-time insights into how their brand is perceived by the public. By evaluating sentiments—positive, negative, or neutral—associated with brand mentions, PR teams can develop data-driven strategies to address potential reputation challenges or capitalize on positive feedback. Furthermore, Brandwatch helps PR experts identify key influencers and target specific audience segments, enabling them to create personalized messaging that resonates with their intended recipients. 

Cleanup.Pictures | Photo Editing 

AI Tools for PR

Cleanup.Pictures is an AI-powered photo editing application designed to help PR professionals create compelling visuals that enhance brand messaging. This tool enables users to remove unwanted elements from images, expertly retouch photos, and modify product photo styles to align with brand aesthetics. 

PR agencies and in-house teams working in various industries can benefit from Cleanup.Pictures due to its ability to accurately identify and remove text and logos, streamlining visual content creation. The result is professional and visually appealing visuals that resonate with target audiences, reinforcing brand messaging and increasing engagement. 

Looka | Branding 

AI Tools for PR

Looka, an AI-powered brand identity platform, simplifies the brand creation process with just a few clicks. By providing a few details and color preferences, Looka can generate clean logos and brand visuals. Moreover, the platform’s Brand Kit feature facilitates the rapid production of unified promotional materials, such as business cards, social media profile layouts, email signatures, and more. 

For PR executives looking to enhance an agency’s or client’s brand and create a consistent identity across various channels, Looka is an invaluable tool. The platform’s AI capabilities expedite the creative process, allowing PR teams to focus on crafting compelling narratives and communicating effectively with their stakeholders. 

Canva | Graphic Design 

AI Tools for PR

Canva, a very popular graphics tool, incorporates AI to offer copy-to-image generation, content planning, and design element recommendations. While many might recognize Canva as their intern’s favorite design tool, its integration of AI makes it a powerful asset for all PR professionals seeking to augment visual content. 

Canva’s AI-driven features enable PR people to generate visually appealing content quickly, easily, and affordably. The tool provides a wide range of templates, stock images, and design elements, empowering employees to create eye-catching graphics, blog post titles, social media posts, and more. Canva’s content planning features further streamlines and automates the integration of content, ensuring consistent messaging and design across a variety of social platforms. Special mention also goes to Canva’s AI-powered recommendation software, where elements within a graphic are analyzed and similar graphics are recommended for your consideration.  

TLDR This | Summarization 

AI Tools for PR

TLDR This, an AI-powered automatic summarization tool, offers an effective solution for PR practitioners navigating large sets of information, promoting efficiency and efficacy. The tool condenses lengthy content, such as bylined articles, white papers, PR documents, essays, and reports, into concise and informative paragraphs. 

By leveraging TLDR This, PR pros can quickly grasp key ideas and insights, enabling them to stay informed and make data-driven decisions. The tool is particularly useful for staying up to date with industry news, summarizing research papers, or preparing for media briefings. 

Scribbl | Meeting Transcription & Notation
AI Tools for PR

Scribbl is an AI-powered summation tool that simplifies the numerous meetings PR practitioners may find themselves in by generating extensive meeting notes and transcriptions. By recording, transcribing, and generating meeting notes, Scribbl saves time and ensures accurate documentation. 

The tool currently integrates with Google Meet, with plans to expand support to other popular meeting platforms like Zoom and Teams. This level of automation in note taking allows PR teams to focus on active participation during meetings, collaborating, and sharing ideas, rather than being focused on documenting. 

Hints AI | AI Personal Assistant 

AI Tools for PR

Hints AI serves as a virtual assistant, integrating with various software and services like Notion, WhatsApp, and Slack to help practitioners manage multiple tasks, aid in notation, organize calendars, automate sales activities, and elevate productivity. The tool’s speech-to-copy capability allows PR people to dictate messages, create content, and manage tasks efficiently. 

By leveraging this AI-powered assistant, PR professionals can streamline their workflow, allocate more time to strategic planning, and improve PR outcomes. 

Rewind.AI | Personal Search Engine 

AI Tools for PR

In the fast-paced environment PR people experience in agencies and in the corporate arena, Rewind.AI allows them to search for anything they’ve [ever] seen or created. Providing you with search engine access to all of your personal information and files, Rewind.AI empowers them to chronicle important information and stay on top of deadlines. 

Utilizing Open.AI’s GPT-4 model, you can use Rewind.AI to recall any of the information you’ve worked on or searched on your computer (recording everything to create a comprehensive library of your work). Varying subscription models enable different features like search, sort, and interaction with your data history. With the ability to be used in tandem with tools like Scribbl, Rewind.AI enables PR professionals to draw automated insights from all aspects of their workflows. 

DeepL | Translation 

AI Tools for PR

PR agencies working with global clientele often require translation services. DeepL, an AI-powered translation tool, offers a solution by accurately translating text across multiple languages. 

While DeepL may not fully replace human translation, its capabilities are invaluable for handling multilingual communications. The tool is particularly useful for translating press releases, marketing materials, and documents, saving PR teams significant time and money. 

Why Use AI Tools?

AI-powered tools are transforming the way we work in the PR and communications, industry, empowering professionals to work more efficiently and deliver more value to clients. From generating human-like text with ChatGPT – to creating compelling visuals with Cleanup.Pictures and Looka, these tools streamline content creation and strengthen brands.  

Of course, it is essential to be transparent and work ethically with clients, so they know what AI tools a PR firm is using, how, when, and why.  

What’s more, as a quality measure, it is critical to ensure ongoing human oversight. As AI technology continues to evolve, PR professionals can look forward to even more innovative tools that will enhance organization, expedite online search, optimize processes, and create memorable brand experiences for their audiences.