How Gen AI Saves PR Pros From All-Nighters

We’ve all been there. It’s 4 p.m. on a Wednesday, and your boss drops a surprise on you: “We’re launching a new initiative tomorrow. Can you brief the comms plan first thing in the morning? Thanks.” You nod confidently, but inside, anxiety sets in. You don’t have a single slide, let alone a strategy. Plus, you promised your spouse you’d cook dinner tonight and watch the latest episode of “Paradise.”

RPIE — Research, Planning, Implementation and Evaluation — is the gold standard for public relations. But let’s be real: Deadlines are tight, and resources are even tighter. How do you craft a high-quality plan and still get home in time for dinner?

That’s where generative AI comes in. It won’t replace communicators, but it can take the grunt work off our plates. From lightning-fast research to drafting tailored messaging, AI accelerates the RPIE process — helping us work smarter, not harder. Will AI make your plan perfect? No. But can it head off pulling an all-nighter? Absolutely.

Let’s break down how AI supercharges each phase of RPIE — while still leaving room for human creativity, intuition and strategy.