PR and communications needs the human voice - whatever AI tells us

Every job I’ve ever done is apparently at risk from the relentless rise of AI.

At least, that’s if you believe the lists like this which are doing the rounds online.

Journalist? Doomed.

PR specialist? Doomed.

Editor? Doomed.

Copywriter? Doomed.

You get the idea. But truth is, it’s nonsense. 

Yes, AI can churn out a passable press release, polish some web copy or draft a product blurb. But it’ll sound exactly like everyone else who’s done the same. 

No spark. No personality. No human touch. And certainly not like you.

Have you ever rushed home to tell someone you’d spent the day “taking a closer look at the fast-paced world you work in, navigating the landscape and its multifaceted challenges”? Thought not.

It's clear that PR and communications doesn't just need the human voice, it is rooted in it.

Humans are messy, clumsy and sometimes infuriating. But they’re also brilliant, surprising and joyously creative. That’s what makes real storytelling, real writing and real communications come alive.

If bland and boring is your thing, AI will do the job.

But if you want your brand to stand out, your words to matter and your communications to deliver results, you’ll always need a human.