Maintaining a strong public image takes a lot of work. Public relations experts need to capitalize on every opportunity to make their case. Knowing where these opportunities are at all times can help PR pros send the right messages at the right times.
Let’s explore the role of AI in PR and the best AI tools for PR that can help you spread the word.
Contents:
Top Use Cases of AI Tools for Public Relations Professionals
7 Best Al Tools for PR
Choosing the Right Al Tools for Your PR Needs
FAQ: AI Tools for PR
Getting More from PR with Meltwater
Top Use Cases of AI Tools for Public Relations Professionals
Public relations has many moving parts, from crafting narratives to analyzing data to engaging with audiences. AI can play a role in all of these.
AI-driven analytics can also offer deeper insights into how audiences think and act. Technology is bringing us closer to laser-precision messaging. Companies need straightforward ways to tell people what they need to hear at key times, making their PR efforts more effective.
Content creation
When you create relevant messages that your audience cares about, you stand to build stronger connections and trust — two cornerstones of an effective PR strategy. With resources increasingly tight and no shortage of competition, AI content creation tools can provide a strategic advantage.
Translation and localization
AI tools can make it a lot easier, and more cost effective, to translate various assets, add captions to video, and more. This simple accessibility step brings your company closer to more audiences, allowing interest to grow.
Summarization
Machine learning algorithms can help PRs sift through large amounts of data quickly, and AI can provide summaries of the data, providing context to help you strategize your next PR move. AI can also be used to summarize internal pieces of content for PR promotion — extracting key points for highlighting to journalists.
Media monitoring
Emerging trends and changes in sentiment are often buried in data, so having a real-time way to find these insights and be alerted when changes occur can help PRs stay proactive rather than reactive.
Media outreach
AI can help streamline your media outreach process by making it easier to personalize and customizing pitches based on a journalists' particular beat, curating media lists, and helping optimize pitch timing.
TIP: Download our Data-Driven PR Playbook to learn more about AI tools and strategies to help your PR team work smarter.
7 Best Al Tools for PR
The best AI tools for PR are subjective, based on your needs and how you prefer to work. This shortlist of tools for PR can give you a jumping-off point as you explore new ways to add AI to your public relations strategy.
1. Meltwater
Meltwater gives you an all-in-one AI-driven PR platform. It caters to all aspects of the PR machine, from finding journalists, tracking brand awareness, to developing a PR strategy based on sentiment, share of voice, and other data.
Key features
- Real-time alerts: Be alerted to mentions spikes and get immediate AI-powered analysis and overviews
- Sentiment analysis: Get the deeper meaning behind what's driving consumer sentiment
- AI-driven summaries: Understand conversation origins, commonalities, and anomalies
- GenAI Lens: Gain visibility into how your organization is represented in LLM models
Pricing
Meltwater offers custom pricing.
Best for:
Teams looking for an all-in-one solution that increases efficiency, provides deeper insights and analysis, and the ability to easily share results with stakeholders in newsletters and real-time updated dashboards.
Detailed description
The Meltwater media relations suite lets you be everywhere your audience is, online and offline. Users can access the largest media database of podcasts, publications, reporters, bloggers, and other contacts to help you get the word out.
Social listening lets you be part of more conversations online, discover trending topics before they blow up, find relevant hashtags, identify potential influencer partners, and even see your status in LLM results.
Released in 2025, Meltwater's GenAI Lens helps you better manage your reputation by allowing you to quickly spot and address inaccuracies in how major LLM models represent your brand or products. It also helps you track sentiment, narrative trend, and competitive positioning over time to inform more targeted PR, media outreach, and content strategies grounded in AI-world intelligence.
But none of this data matters if you can’t make quick sense of it. That’s where AI shines brightest, boiling down insights into easy-to-read, easy-to-understand statements. It analyzes the data in human terms, so even if you’re not a data analyst, you’ll know what the data says, why it matters, and what to do next. Mira, the Meltwater AI assistant for PR teams can provide instant PR insights by surfacing trends, monitor brand impact, and respond to media shifts in real time.
Recent user reviews for Meltwater
👍 Advantages
"What we value most about Meltwater is its ability to give us a comprehensive, real-time view of our media presence. Their platform allows us to easily track earned media mentions, monitor key conversations through customized keyword searches and social listening, and distribute press releases directly to targeted journalists. The ability to export clear, usable data for campaign, event, and reporting purposes is a major asset for our communications work." (Source)
✍️ Could be improved
"There are frequent updates which in one way is good but it also makes you have to relearn where things are." (Source)
2. Otter.ai
Otter.ai is an AI-powered transcription service that can quickly turn any recording into a transcript. PRs can use Otter.ai to transcribe webinars, Zoom meetings, executive calls, and recordings of press conferences or interviews into written text.
Key features
- Learns custom vocabulary: save time by training Otter.ai on specific terminology
- Calendar connect: schedule meetings for easier collaboration
- Real-time transcription: differentiate between different speakers and get useful timestamps for easier reading
Pricing
Otter.ai offers four different plans that can be billed monthly or annually: Basic (Free), Pro ($16.99/mo), Business ($30/mo), and Enterprise (Custom pricing)
Best for:
Otter.ai is a powerful tool for PR pros who need to optimize and streamline their daily workflow, saving time during the content development stage means you can publish more content faster and with greater accuracy.
More details
They process makes it easier to repurpose your content, such as turning a recording into a blog post or press release. Transcripts also make your content more accessible, helping you reach people who prefer to read vs. audio or video content.
Recent user reviews for Otter.ai
👍 Advantages
"Otter allows me to not only be in two places at once, it allows me to share parts of discussions, trend issue, and enable a better service delivered to my end-customers. Rarely has a platform fundamentally changed the way I work - Otter.ai has. I have over 2 years of archived customer discussions I can reference and use in myriad ways." (Source)
✍️ What could be improved
"If you deny the bot access to a meeting, it still keeps trying to join for a while, which can be distracting. Also, it shows generic labels like Speaker 1 and Speaker 2 instead of recognizing actual names from the meeting, even when the names are visible in the chat or participant list. Adding that capability would make the summaries more readable and personal." (Source)
3. ChatGPT
ChatGPT is one of the most accessible and widely used AI tools for PR. Developed by OpenAI, this language model generates human-like text in seconds based on simple user prompts.
Key features
- Free to use: free version is comprehensive and easy to get started with
- Intuitive: low learning curve makes it easy to quickly get up to speed
- Easily customizable: train GPTs on your tone of voice and customize how it interacts with you
- Upload files: easy file upload which can help train ChatGPT as well as enable summarization, extracting key points, and more
Pricing
ChatGPT is free to use, but there are paid versions available
Best for:
PR use cases for ChatGPT include:
- Writing first drafts of blog posts and press releases
- Creating social media posts
- Drafting appropriate responses in specific crises
- Rewriting content to appeal to specific demographics or audiences
- Offering ways to improve first drafts
More details
ChatGPT offers flexibility in how you use it. For example, you can upload documents or files and ask ChatGPT to draft content, summarize information, or ask questions about data. You can also create your own knowledge bases for your PR team using ChatGPT by uploading your own resources.
And if you don’t mind springing for the paid version, you can access tools like DALL-E to create your own images.
Tip: Download our Data-Driven PR Toolkit for templates and other resources to drive productivity, including ChatGPT prompts specifically for PR pros.
Recent user reviews for ChatGPT
👍 Advantages
"ChatGPT is incredibly versatile and easy to use. I love how it can instantly help me with writing, brainstorming, and creating professional content, from business plans and marketing ideas to teaching materials and creative writing. The responses feel natural, clear, and human-like. It also saves me a lot of time since I don’t have to search multiple websites for answers, everything I need is explained in one place." (Source)
✍️ What could be improved
"At times, generating images can take quite a while, which can be frustrating. It can also be irritating when I request something new, but ChatGPT seems to mix up my current questions with previous ones, leading to confusion in the responses. Other than these issues, everything else works very well." (Source)
4. Grammarly
Drafting content is a big part of a PR’s day-to-day. Public relations teams need to be able to create copy that is free of spelling and grammar mistakes and also conveys the right tone and style. Grammarly is a common tool that offers spell-checking and more.
Key features
- AI text detection: maintain credibility and make sure your writing doesn't sound AI-generated
- Full rewrites: aside from fixing typos, Grammarly can rewrite whole paragraphs of text for more concise and clear messaging
- Customizable style guide: ensure your team stays on-brand by training Grammarly on your brand tone
Pricing
Grammarly offers a popular free version, but for those looking to expand how they take advantage of Grammarly tools, there are two paid tiers available: Pro ($12/mo/member, billed annually), and Enterprise (custom pricing).
Best for:
PR pros looking to improve their content creation process, ensuring that emails and pitches always hit the right tone for the intended audience.
More details
The Grammarly extension is useful while using other programs. Install it once and let it guide your content in Google Docs, emails, and other programs you use. Its free version highlights spelling and grammatical mistakes and may offer other suggestions for improvement (although these are limited with the free version).
Upgrade to the paid version to understand your overall tone of voice and get suggestions for clarity, correctness, and more.
Recent user reviews for Grammarly
👍 Advantages
"What I value most about Grammarly is its ability to enhance the clarity and professionalism of my writing. It goes beyond simply checking for basic grammar mistakes by offering useful suggestions on tone, conciseness, and overall readability...I also appreciate that I can add my own words—often internal company abbreviations or jargon—to the dictionary, so they are not flagged as misspellings." (Source)
✍️ What could be improved
"At times, Grammarly offers suggestions that alter the original meaning of my sentences, so I have to carefully review each recommendation before accepting it. Furthermore, the accuracy of certain suggestions could be better, as they occasionally fail to match the context properly." (Source)
5. Perplexity.ai
If you want to tap into the things other people are talking about, Perplexity.ai gives you a user-friendly and direct way to do it. Its interface looks similar to ChatGPT and uses natural language inputs, so there’s not much of a learning curve. Just tell Perplexity.ai what you’d like to know.
Key features
- Agentic AI browser: AI models such as OpenAI and Claude are integrated into the search, so you get a fuller breadth of information sources
- Discover pages: follow various topics to get recent and relevant information
- Dedicated team workspaces: stay aligned and organized with your team for seamless collaboration
Pricing
Perplexity.ai is free to use, but there’s also a paid version that gives you access to better models, more Pro questions, and the ability to upload files.
Best for:
Teams that employ a research-heavy approach and require a quick but accurate way to find relevant information.
More details
For each query, Perplexity.ai offers multiple sources for further review, a direct answer that‘s to the point, a longer answer that’s more in-depth, and even related questions. You can ask follow-up questions to refine your answers and learn more about your selected topic.
Recent user reviews for Perplexity.ai
👍 Advantages
"What I like best about Perplexity is its speed and precision in retrieving information. It combines the power of an AI language model with real-time web search, which means I get up-to-date, sourced answers almost instantly. It’s great for quick research, fact-checking, and exploring topics without getting lost in dozens of browser tabs. I also appreciate the clean, distraction-free interface and how it cites its sources transparently." (Source)
✍️ Could be improved
"Sometimes the responses take too long to generate, and occasionally the answer quality is inconsistent or not as accurate as expected. While this doesn’t happen all the time, it’s noticeable enough to be a drawback." (Source)
6. Claude
For content summaries, Anthropic’s Claude AI can make light work of in-depth requests. It can handle up to 500 pages at once. Just upload your files, then ask Claude questions about the data or have it summarize your content.
Key features
- Handles complex workflows: capability of tackling and automating advanced tasks and uses adaptive decision making
- Slack and Excel integrations: draft responses, and get prompt-based help with various tasks, test scenarios without breaking Excel formulas
- Analyze large quantities of documents: informative summaries save you hours of time poring over hundreds of pages
Pricing
Claude offers several plans with pricing for individuals and teams, as well as custom pricing for Enterprise plans.
Best for:
PR pros who are working on scaling their approach and need to free up time with automating various tasks and workflows.
More details
This is the definition of working smarter, not harder. It would take a whole PR team hours to pore through 500 documents at a time. Use Claude to get summaries of information, then decide where you need to dig in deeper. It can save hours of time, plus it reduces fatigue in dealing with all those documents one by one.
Recent user reviews for Claude
👍 Advantages
"Claude's ability to maintain context and understand nuanced business requirements is strong. Claude helps me structure complex deliverables and simulations, analyze huge volumes of text or data, and craft precise client communications without losing strategic intent. The tool particularly excels at helping me catch critical details I might miss..." (Source)
✍️ Could be improved
"Resources are finite on the free account. Some of the code is not revised in full, from time to time it tends to only change the explicitly outlined desired changes." (Source)
Choosing the Right Al Tools for Your PR Needs
When adding the best AI for PR, your priorities should be to choose tools that add value and make your work easier. With this in mind, let’s dig into a few of the top criteria to go by:
Ease of use
You want something that’s intuitive and easy for the whole team to learn quickly. A tool that’s clunky or overly complicated will slow things down instead of speeding them up. Look for demos or free trials so you can take your tools for a test drive.
Budget
Cost isn’t everything, but it is something. There’s a wide range of pricing for AI tools for PR, each with varying features and levels of service. Align cost with features to find your sweet spot.
Customization options
Your AI tools for PR should be able to adapt to your goals and generate custom reports on data you care about. Make sure your AI tools can capture your preferred PR statistics, such as audience sentiment, share of voice, engagement rates, and audience insights.
Integration with other public relations tools
Tools for PR work better together. An AI tool that works with existing tools can save time, simplify workflows, and help you run a better PR campaign.
Scalability
As your brand grows, your PR needs might change. Make sure the AI tool can scale with you. This means handling more complex campaigns, larger datasets, or more users as you expand.
Customer training and support
Good customer support can help you get the most from your investment. Learn more about the support and training that’s available, including how to access it (e.g., live phone support, email, chat). Seek feedback from other customers about their experiences, if possible.
FAQ: AI PR Tools
Frequently asked questions about AI tools for PR.
What are the key benefits of integrating AI-powered solutions into media monitoring and communications workflows?
Integrating AI-powered solutions into media monitoring and communications workflows improves efficiency and provides a clear single source of truth for PR teams. It also makes it easy to get deeper insights, including sentiment analysis, more quickly — empowering teams to get ahead of important stories at a faster pace.
How do AI-driven PR tools help businesses identify emerging trends and manage reputation risks in real time?
AI-driven PR tools can continuously monitor for specific keywords, identify surges in mentions, and alert to unusual spikes, enabling PR teams to spring into action before potential crises spiral out of control. They can also provide contextual summaries for mentions trends, detailing key conversation drivers and indicating any anomalies that could be impacting a spike.
Can businesses in specific regions or industries leverage AI in public relations for more targeted audience engagement?
Yes, regional businesses or industries can leverage AI in PR for more targeted audience engagement by tracking region-specific and localized keywords for more relevant results. Using these insights PR pros can craft highly personalized content and pitches that are more likely to garner a response.
Getting More from PR with Meltwater
The Meltwater Suite offers a comprehensive PR solution complete with media contacts, social media automation, social listening, sentiment analysis, and AI-powered insights. Always know where your brand stands, and use data to drive your strategy forward.
Our suite makes it easy to equate actions to results. We analyze billions of data points on your behalf to help you find the right topics and messages and tailor them to your audiences. Get alerts when a topic you’re following shifts, discover potential crises before they boil over, and know your audience better than the competition.
Learn more when you request a demo by filling out the form below!
