Relevance Over Reach: How PR Teams Can Govern AI Without Losing Trust
After more than two decades in corporate communications, I’ve seen my fair share of technological shifts. But AI feels fundamentally different – not just in scope, but in speed, scale, and impact.
Although it’s quickly earning its place in the daily workflows of PR and comms teams, faith in the quality of AI-generated content remains low. A recent study found that only 56% of professionals currently trust AI output.
So, how can we harness AI without sacrificing trust or data security?
That was the focus of a recent PR podcast episode of Onder Embargo, where I joined its host Ronald van der Aart and Clipit News’ Managing Director Charissa Smit to discuss how PR teams can use AI effectively and responsibly.
In this article, I’ll unpack four key takeaways from our conversation – and share practical tips on integrating AI into your workflow without compromising on trust.
“AI should be treated like a very smart intern: resourceful, fast, but always supervised”
1. Guard Your Data, Build Your Trust
Your PR team works with some of the most sensitive information within your organization. Handing that data over to a public AI model is the digital equivalent of shouting your confidential strategy from your office rooftop.
And yet, the urgency hasn’t fully registered. There’s still a sense that this risk is somehow less pressing than it really is. However, the numbers tell a concerning story: A study by KPMG & The University of Melbourne revealed that professionals’ trust in AI systems dipped from 63% in 2022 to 56% in 2024, while anxiety about data privacy climbed from 49% to 62%.
At Presspage, our approach to AI is secure by default and private by design. We’ve implemented AI capabilities across the entire PR workflow – from PUBLISH and REACH to CONNECT – but always with one non-negotiable principle: your team stays in control. That means no surprises, no shortcuts on compliance, and no compromise on data privacy.
2. Optimizing AI Output with Precise Prompting
But security alone isn’t enough.
I often say that great AI starts with great prompt-writing. Anyone can generate a pitch or press release in seconds, but quality depends on clarity. The best results come from prompts that are specific, clear, and well thought out. By investing time upfront to give AI precise, actionable instructions, you unlock the real value: speed, consistency, and accuracy across your entire PR workflow.
For practical tips on how to get started, explore our guide to generative AI best practices for PR teams.
Why PR Matters More in AI-Driven Search
Focuses on thought leadership and credibility as strategic levers.
As AI begins to shape how people discover and evaluate information, the strategic value of PR is increasing. Unlike traditional search engines, generative AI tools prioritize credibility, clarity, and context over keyword optimization. This means earned media, expert commentary, and consistent messaging now play a central role in how your brand appears in AI-generated answers. For PR teams, the shift is clear: visibility is no longer just about reach, but about trust. Teams that focus on thought leadership, strong media relationships, and high-quality content are best positioned to ensure their brand is found and relied on by AI systems.
3. Relevance Wins Over Completeness
Getting good content out of AI is a great first step. But even the best stories won’t land if they’re not relevant.
If you want your audience to care, don’t bury them with details. Modern PR should focus on uncovering the insights that truly matter and finding creative ways to share those with the right stakeholders. As Charissa Smits put it in the podcast: “Complete coverage is an illusion. Relevance is what counts.”
AI helps us get there faster, cutting through the noise to pinpoint the information that truly engages your audience.
4. Act Fast, Stay Ahead in Crises
Mike Tyson said it best: “Everyone has a strategy until they get punched in the mouth.”
In PR, that punch often comes without warning. Today, a crisis can spiral out of control in a matter of minutes. That’s where AI can make a real difference. Pairing AI-powered drafting with an integrated newsroom and distribution workflow, teams can publish a holding statement, alert key journalists, and update the story in real time – all from one single platform.
Four Actionable Steps to Responsible AI in PR:
- Start Small, Think Big: Pilot AI with low-risk content to quickly evaluate quality.
- Prompt Smarter, Not Harder: Develop prompt design into a core PR skill to set a benchmark for content quality.
- Set Clear Boundaries: Establish immediate guidelines and secure AI configurations to protect sensitive information.
- Unify Your Workflow: Adopt a centralized platform like Presspage to minimize errors and streamline content approvals and analytics.
Final Thought
I want to be clear: AI isn’t here to replace PR professionals – it’s here to empower those who integrate it responsibly. The sooner our industry adopts these thoughtful, responsible AI practices, the quicker we can move from routine execution to the kind of storytelling that actually makes an impact.
Ready to strengthen your PR strategy with secure AI practices? Listen to our full conversation on Ronald van der Aart’s Onder Embargo podcast to hear actionable insights directly from industry leaders.
Want to get straight into implementing AI into your press release writing?
Watch our on-demand webinar – AI-powered or purely human? How to write press releases in 2025 – or download the slides for more actionable tips.
