Though artificial intelligence (AI) has been around for decades, the technology has grown exponentially in recent years thanks to the emergence of generative tools like Gemini, ChatGPT, DALLE-3, and Midjourney.

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There’s been widespread adoption of generative AI, and it’s quickly filtered into many sectors and industries – and the world of PR and communications is no exception. Consider these findings from a 2025 Cision/PRWeek survey of more than 300 PR and communications executives:

• 67% say generative AI is prevalent in their overall communications strategies
• One third or more say their teams are using it on a regular basis for content creation, content review and optimization, and brainstorming campaign strategies.

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Yet comms teams are still trying to figure out the best ways to use the technology effectively. In fact, according to the same survey, only 30% of PR and comms leaders say they are “very confident” their company is well positioned to take advantage of AI’s benefits – both now and in the future.

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This guide is designed to empower PR and comms teams with the information they need to take advantage of the opportunities AI provides while navigating its challenges.

• A Brief History of AI in PR
• Opportunities and Challenges of AI in PR
• Getting Started With Generative AI: A Step-by-Step Guide for PR Teams
• Best Practices for Using Generative AI
• The Human Factor: Considering the Future of Generative AI in PR
• 16 AI Prompts for Specific PR Tasks

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