10 ways I predict AI is going to change PR for freelancers and small business

Lucy Werner
5 min readDec 31, 2022

A few predictions of how DIY PR for entrepreneurs and PR freelancers could change

Artificial intelligence (AI) has had some wild PR of its own in the last fortnight after a human-like AI chatbot called ChatGPT got many entrepreneurs talking.

The reason everyone has been getting excited by ChatGPT has been due to the following:

  1. You can ask it questions and receive a human-like response in multiple languages (previously, it sounded more robotic)
  2. Reports like the link below to EuroNews show it has accumulated over a million users in five days; by comparison, it took Facebook 10 months to do the same.

3. Thousands of user test case studies have shown how it does its job for them!

I've had a little play around. From a PR perspective, here is how I think it is going to change how we hype ourselves

1. Media monitoring

Multiple media monitoring platforms already use AI to help businesses track and analyze media coverage across various channels, including online news articles, social media posts, and blogs. They also offer a more advanced version of Google alerts for real-time mentions of specific keywords, phrases, sentiment & trend analysis.

However, these have always been too expensive for micro and small business owners.

AI could make media monitoring more affordable. If AI becomes the new google for search, small business owners can track their coverage for free and in real-time just by asking.

2. Media databases

One of the regular smack-my-head-on-the-desk moments I feel when talking to founders is the ones who purchase or own an extensive media database and then wang out a press release to x300 journalists and think that is PR. (For the avoidance of doubt, let's state for the record this. Is. SPAM).



Lucy Werner

Lessons on self promotion and creative living, to help you make an income from your expertise and passion.