Marketing & Creative occupation
Will AI replace Public Relations Specialists?
See how this occupation’s day-to-day work compares with other jobs in exposure to AI and automation, why it received this result, and where human skills remain essential.
Public Relations Specialists
Higher AI & automation exposure than 22% of jobs we compare.
Exposure index: 22 / 100
This compares the type of work in this job with the work in hundreds of other jobs.
This is a comparison between jobs — not a 22% chance of job loss.
Why did this job get this result?
- Drafting press releases, monitoring digital media coverage, and maintaining journalist media lists take place on computers.
- Distributing press kits, scheduling media interviews, and tracking clip counts follow established PR agency procedures.
- Work occurs in corporate offices, press conferences, and public events with zero physical automation exposure.
- Specialists must anticipate media reactions, frame organizational narratives compellingly, and formulate crisis communication strategies.
- Building personal, trusted relationships with reporters, editors, and community leaders requires exceptional interpersonal charm.
How technology may change this work
Technology and human strengths
What AI & automation may affect
- Media-monitoring tools and sentiment analysis software can track brand mentions and news coverage across global outlets in real time.
- AI drafting tools can assist in preparing initial drafts of routine corporate announcements, media alerts, and biographical briefs.
Human strengths in this job
- Navigating high-stakes, breaking corporate crises and advising leadership on honest, ethical, and reassuring public responses
- Building lasting personal trust and genuine rapport with influential journalists, editors, and industry analysts
- Reading room sentiment during hostile press conferences and guiding spokespersons through difficult questioning
- Crafting authentic, culturally sensitive narratives that protect an organization's public credibility and goodwill
How this result breaks down
These are model components, not percentages of the job or of how necessary people are.
How much the job involves information, data, writing, analysis or other digital work that AI and software may help with.
How much of the work follows regular, predictable or repeated steps.
How much of the physical work may be suitable for machines or robotics.
How much the job depends on judgment, creativity, communication and adapting to real situations.
How is the index calculated?
The Exposure Index is a percentile comparing this job's digital, routine, and physical tasks against all 897 occupations in the Model 2.1 dataset. A score of 22 means higher modeled exposure than approximately 22% of comparable jobs.
Your work may differ
How does your work compare?
Two people with the same job title can do very different work. Answer seven quick questions to see how your specific day-to-day tasks compare.
What people in this job commonly do
- Respond to requests for information from the media or designate an appropriate spokesperson or information source.
- Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
- Post and update content on the company's Web site and social media outlets.
- Write press releases or other media communications to promote clients.
- Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
- Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
How we compare jobs
We look at what people do in hundreds of occupations — including digital work, repeatable activities, physical automation and human skills — then compare the job with other occupations.
What this tool cannot predict
It cannot predict individual job loss, exact technology adoption timing or decisions by an individual employer.
Occupation and data details
O*NET-SOC: 27-3031.00
Career category: Marketing & Creative
Typical education: Bachelor's degree
Data source: O*NET, U.S. Department of Labor.
This product includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license. Toolsyte has modified and scored some information; USDOL/ETA has not approved, endorsed, or tested these modifications. O*NET® is a trademark of USDOL/ETA.