AI is coming for the PR agency. What are you doing about it?
As AI makes it easier for businesses to create content, build their brands, and handle PR-related tasks themselves, are clients starting to question whether they still need a PR agency?
Why we are conducting this research
Artificial intelligence is making many PR-related tasks faster and more accessible. Businesses can now use AI to:
- 01 Draft press releases and articles
- 02 Develop messaging and campaign ideas
- 03 Create social media content
- 04 Research journalists and publications
- 05 Monitor brand mentions
- 06 Build thought leadership content
- 07 Handle work that may previously have required outside support
That does not necessarily mean PR agencies are becoming obsolete. But it may mean that client expectations, service models, pricing, staffing, and the role of the PR professional are beginning to change.
We want to understand how the industry is responding.
Who should take the survey
This survey is intended for:
Whether AI feels like a threat, an opportunity, or a little of both, your perspective matters.
What we want to learn
Are clients asking agencies to do less because of AI?
Are agencies changing their services or pricing?
Which PR tasks are most likely to be automated?
Where does human expertise still matter most?
Are agencies using AI to improve efficiency or protect margins?
What skills will PR professionals need next?
What will the PR agency of the future look like?
And whatever you tell us we should have asked.
Your responses will help build a clearer picture
The goal of this project is not to predict the end of the PR agency. It is to better understand what is already changing and how professionals across the industry are preparing for what comes next.
Your responses may be used to identify trends, compare perspectives, and develop a report based on the findings.
Two students, one question
Zoe Miller
Beginning her career in public relations and exploring how AI may affect the industry she is preparing to enter.
Shayna Spindel
Beginning her career in public relations and exploring how AI may affect the industry she is preparing to enter.
This research project gives us the opportunity to learn directly from agency owners and professionals who are already navigating these changes.
Provided by Get Visible
Get Visible is a digital marketing agency with 20 years of experience helping businesses improve their online visibility, generate leads, and strengthen their brands.
The agency regularly collaborates with PR firms and agreed to support this student-led research project by helping with the survey, outreach, and publication of the findings.
Help us understand what is really happening
AI is changing how communications work gets done. The question is not simply whether PR agencies will survive.
The more useful question is how they will adapt.
