Generative AI tools have become increasingly integrated into public relations, particularly in optimizing tasks like analyzing trends and crafting pitches. However, as reliance on AI grows, so do concerns about its role in spreading misinformation.
A recent audit by NewsGuard revealed that AI-generated content frequently produces unreliable information, with errors appearing in nearly 18% of responses, and this info is left uncorrected in 38% of cases. These findings highlight a pressing issue for media professionals who depend on AI to enhance efficiency.
The Misinformation Problem
AI's struggle with misinformation stems from its inability to reliably distinguish credible sources from unreliable ones—a challenge that even humans face. In today’s fast-paced news cycle, in which commentary frequently upstages verified facts, people are often exposed to information without knowing whether it is authentic, a subtle spin on the truth or an outright lie.
This issue is even more pronounced in AI because these systems lack the context, critical thinking and ethical judgment that humans use to assess information. AI models generate content by analyzing patterns in data rather than evaluating the reliability of sources, which can provide inaccurate results and biases or oversimplify complex issues.
The consequence is generic results that lack the depth, accuracy and nuance that journalists rely on for their work. When journalists seek quotes, insights or data for their stories, they prioritize bold, practical and contextually rich information—elements that AI currently struggles to provide. Instead of aiding PR professionals, generative AI often produces content that feels detached and superficial, lacking the real-time, authoritative context that media pros need.
Simply put, AI has a long way to go before it achieves 99.99% accuracy. And, frankly, we’re not going to get there anytime soon, if ever. The real challenge lies not just in the technology itself, but in how we use it. Our focus needs to shift to improving workflows, rather than expecting AI to generate perfect answers.
AI is an Assistant, Not an Answer
One of the most critical steps for communicators is to rethink how they integrate AI into their work. We should not be using generative AI to craft entire press releases or communications to media. Instead, AI tools can act as powerful assistants—providing background information, generating initial drafts, and flagging breaking news that might be relevant to ongoing campaigns.
AI can help ensure that you never miss a story. If a breaking news event occurs overnight, AI can draft a timely response so you’re not playing catch-up the next morning. But the final narrative, the eye-catching quotes, and the larger journalistic relevance still require human expertise. This approach mitigates the risk of spreading misinformation while also allowing PR professionals to meet the demand for timely, relevant content.
To responsibly integrate AI into media outreach, I recommend the following practical steps.
- Always review AI-generated material for accuracy, using reliable sources to cross-check data and claims.
- Tailor pitches to specific journalists and outlets, ensuring that content meets their specific needs and beats.
- Try leveraging AI for speed rather than substance. AI tools can help us identify breaking news and assist with routine tasks, but we need to rely on human judgment for final messaging.
- Develop clear, consistent messaging across campaigns and ensure that AI results align with these narratives.
The Most Effective AI Strategy
While advancements in AI technology will continue, achieving near-perfect accuracy in content generation remains a distant and perhaps unreachable goal. For now, the most effective strategy is to balance the benefits of AI with the expertise of PR professionals.
As AI tools evolve, we need to carefully manage their role in PR to maintain credibility and trust. AI will never fully replace the human touch in media relations. But what it can do is make the process more efficient, allowing professionals to focus on crafting narratives that resonate with both journalists and target audiences.
Stamatis Astra is the Co-Founder and Chief Business Officer of Intelligent Relations.