How AI is Revolutionizing PR - And How Propel is Leading the Way

The public relations world is evolving, and Artificial Intelligence (AI) is at the forefront. From smart media list building to pitch personalization and performance analytics, AI is redefining PR workflows. At Propel, we’re not just keeping pace, we’re setting the standard.

Why PR Needs AI

Historically, PR has been labor-intensive and slow. AI helps streamline tasks like media research, pitch writing, and monitoring performance so teams can focus on strategy and relationships. According to PRSA, AI aids in “research, ideation and content creation,” helping PR professionals “spark new ideas” more efficiently (MarTech Zone, YouTube, prsa.org).

What AI Does for PR Today

1. Curated Media Lists
AI-powered tools like Propel pull in relevant journalists based on story context, coverage trends, and past engagement; reducing manual research by hours each week.

2. Scalable, Personalized Pitches
Propel’s AI drafts individualized pitches and replies, factoring in each journalist's history and preferences, leading to higher open rates and responses.

3. Smart Pitch Analytics
Track who opened, clicked, or picked up your story in real-time. With ongoing campaign analysis, you know which messages perform best.

4. Efficiency Gains
AI handles repetitive tasks so you can prioritize storytelling and building media relationships. As PRSA notes, AI enables professionals to “focus on strategy” (YouTube).

Real-World Impact of AI in PR

AI isn't just a buzzword, it's producing tangible results for PR teams worldwide.

A USC Annenberg study found that 88% of PR leaders believe AI improves task efficiency, and 72% say it reduces workloads, freeing up teams to focus on storytelling, strategy, and relationship-building. (Axios)

In the real world, this means:

• Faster pitching cycles: PR pros using AI spend 40% less time on manual research, thanks to tools that auto-suggest relevant journalists and customize messages.
  
  
• Higher engagement rates: AI-generated pitches based on journalist behavior and tone have led to 2–3x increases in open and response rates.
  
  
• Smarter planning: AI-driven analytics help teams see which campaigns are working—and why—so they can iterate faster and more effectively.
  
  

At Propel, we’ve seen customers cut time spent building media lists in half, improve team collaboration through smart suggestions, and track ROI in real time. With Propel’s AI, what used to take hours now takes minutes, without sacrificing personalization or accuracy.

“Propel’s Artificial Media Intelligence (AMI) is trained on a continuously updating proprietary dataset of over 5 million pitches and press releases… it uses reinforcement learning and human feedback to refine its precision.” – MarTech Zone

‍“Public relations management platform Propel is leveraging AI to make the work of PR pros even easier… it can draft complete press releases and media pitches and customize pitches to best suit the journalist recipient.” – PRWeek

Why Propel Stands Out

Propel isn’t just another AI tool, it’s a multi‑modal AI PRM with key differentiators:

• Propel LLM-Powered AI Agent: Our proprietary model drafts campaigns with historical context and campaign intelligence for smarter outreach (coming soon).
  
  
• Native Gmail & Outlook Plugins: Unique to Propel, pitch and track directly from your inbox - no switching platforms.
  
  
• Data-Enriched Journalist Profiles: Daily updates that include behavioral signals for smarter targeting.
  
  
• Campaign Analytics & Reporting: Visual dashboards for team performance and ROI reporting, plus export-ready and API-accessible insights.
  
  
• Stable, Additive Platform: Ongoing enhancements without disruptive overhauls, ease-of-use remains top priority.
  
  

The Takeaway

AI isn’t replacing PR professionals - it’s amplifying their capabilities. With AI-powered tools like Propel, PR teams can:

• Save time - (See how CCGroupPR cut 15 hours a week with Propel)
  
  
• Engage more effectively (See how Hostinger 11x their backlinks with Propel)
  
  
• Prove ROI (See why Junapr loves Propel for reporting ROI)
  
  

In today’s competitive environment, AI-enabled PR is no longer optional, it’s essential.

Ready to Transform Your PR?

Experience the power of Propel’s AI-driven PRM firsthand.
[Book a demo today] or explore: https://www.propelmypr.com/