How Is AI Changing PR for Solo Pros and Small Agencies?
If you’ve been following That Solo Life, you know this isn’t our first AI conversation. And it won’t be the last.
But what made this one different was the chance to step into a broader industry discussion, thanks to Chip Griffin, founder of SAGA, who invited my co-host Karen Swim and I to join him on an episode of Chats with Chip to talk through how AI is actually showing up in the day-to-day work of solo PR pros and small agencies.
Not hypothetically. Not eventually. Now.
How Is AI Changing PR? (Quick Answer)
AI is changing PR by speeding up execution, expanding access to tools, and shifting the value of PR work from content creation to strategic thinking and interpretation.
For solo professionals and small agencies, this means:
Faster research, drafting, and content development
Greater ability to compete with larger firms
Increased emphasis on judgment, messaging, and client counsel
AI Is Making PR Faster But Not Necessarily Better
There’s no question AI is accelerating the mechanics of PR.
Tasks like:
Drafting press materials
Building media lists
Monitoring coverage
Summarizing research
can now happen in a fraction of the time. But speed alone isn’t the goal.
AI can produce content quickly. It cannot determine:
Whether a story is worth telling
How a message will resonate with a specific audience
When a client needs guidance instead of execution
That layer, the thinking behind the work, is still entirely human.
The Real Shift: Strategy Over Output
As AI reduces the time spent producing content, the differentiator becomes how well you think.
That shows up in:
Asking better questions
Framing stronger narratives
Interpreting context, not just data
Advising clients with clarity and confidence
In other words, the value of PR is moving upstream.
And for solo PR pros, that’s a meaningful shift.
Is AI Leveling the Playing Field for Small Agencies?
Yes, if it’s used intentionally.
AI is giving smaller teams access to capabilities that once required larger infrastructure, including:
Data analysis at scale
More personalized communication
Faster turnaround without additional staff
That doesn’t mean the playing field is automatically level but it does mean the gap is smaller.
The advantage goes to those who:
Use AI to enhance their expertise (not replace it)
Maintain a clear point of view
Focus on outcomes, not just output
What Are the Risks of AI in PR?
The biggest risk is how easily AI can dilute thinking, leading to:
Over-reliance on templates
Generic or repetitive language
Faster production of lower-quality ideas
In PR, where differentiation matters, that’s a real concern.
The professionals who stand out will be the ones who use AI as:
A starting point, not a final product
A support tool, not a substitute for judgment
What Hasn’t Changed in PR
For all the discussion around AI, the fundamentals remain intact:
Relationships still matter
Credibility still matters
Perspective still matters
AI changes how we work but not why the work matters.
Where This Leaves Solo PR Pros
For those building solo practices or running small agencies, AI isn’t something to resist, it’s something to shape.
Used well, it creates:
More capacity
More flexibility
More opportunity to focus on high-value work
And that’s exactly the lens we brought into this conversation.
Listen to the Conversation + What’s Next
A sincere thank you to Chip Griffin for bringing this conversation together. It’s not often you get the chance to step outside your own platform and compare notes with peers who are thinking deeply about the same challenges.
And we’re not done yet.
Part Two of our conversation with Chip continues on That Solo Life Podcast, co-hosted with Karen Swim, and it debuts May 4th.
FAQ: AI in PR
How is AI changing public relations?
AI is changing public relations by automating routine tasks, accelerating content creation, and shifting the value of PR work toward strategy, messaging, and client advisory.
Can AI replace PR professionals?
AI can assist with execution, but it cannot replace human judgment, relationship-building, or strategic decision-making, all core components of effective PR.
Is AI good for small PR agencies and solo practitioners?
AI can help small teams work more efficiently, expand capabilities, and compete more effectively with larger firms when used strategically.
What are the risks of using AI in PR?
Risks include generic content, over-reliance on automation, and reduced differentiation. Strong oversight and strategic thinking are essential to avoid these issues.
What PR tasks can AI help with?
AI can assist with drafting content, summarizing research, monitoring media, brainstorming ideas, and organizing data—freeing up time for higher-value strategic work.