Future-Proofing the PR Industry: Why Robots Won’t Replace PR Professionals

Will AI Take Over PR? Here’s Why We Don’t Think So

AI is rapidly transforming industries — from finance to customer service — and the idea of robots replacing human roles is no longer just sci-fi. According to the World Economic Forum’s Future of Jobs Report 2023, an estimated 83 million jobs could be lost to automation by 2027, with 69 million new roles created in the process. It’s a shift that’s understandably left many professionals questioning their place in the future of work.

At Lem-uhn, we’ve asked the same questions: Is PR safe? Will AI replace public relations professionals?

Fortunately, both industry data and our day-to-day experience suggest that PR is not only here to stay — it’s evolving. According to Will Robots Take My Job, PR specialists face just a 5.6% risk of being automated, significantly lower than the average job automation risk of 45%. And that’s because what we do is fundamentally human.

Here’s why PR professionals are built to thrive — even in an AI-driven future.

1. Emotional Intelligence Can’t Be Coded

PR is about relationships. We work with clients, journalists and communities daily — not just to communicate, but to connect. That requires empathy, intuition, humour, and trust — all of which are difficult, if not impossible, to replicate with an algorithm.

When a crisis hits, we don’t just scan data, we assess tone, audience sentiment, brand history, and human impact. Robots might generate responses. But PR pros understand how and why something will land.

2. Creativity Drives Campaign Success

Great PR isn’t just strategic, it’s creative. From pitching to campaign planning, we dream up fresh ways to make stories stand out. Clients don’t come to us for press release templates. They come for bold ideas that grab attention and spark emotion.

AI can generate headlines. But it doesn’t know how to read a moment, tap into a cultural trend, or craft a story that moves people. That’s still human territory, and likely will be for a long time.

3. Reputation Management Is Nuanced Work

When something goes wrong, reputation management isn’t about ticking boxes. It’s about understanding risk, context and public perception, and knowing what not to say.

This work requires prior experience, strategic thinking and real-world judgement. At Lem-uhn, we’ve helped clients navigate delicate issues in a way that AI could never replicate. Reputation repair and trust-building demand a human touch.

4. What AI Can Do in PR

That said, we’re not anti-AI. We’re pro-efficiency. And when used well, automation can support PR professionals by:

• Analysing media trends

• Fast-tracking coverage tracking

• Supporting SEO research

• Speeding up basic content drafting

At Lem-uhn, we use tech to streamline admin, so junior team members can focus on developing strategy, not spreadsheets.

Final Thoughts

Yes, the PR industry will evolve. And yes, AI will become a bigger part of the workflow. But robots won’t replace PR professionals, because the job of a PR is fundamentally about people.

We’re proud to work in a field that values creativity, empathy and meaningful connection. If anything, the rise of AI proves just how vital those qualities are.

Want to see how human-led, feel-good PR could grow your brand? Book a free PR strategy audit.