Role of PR in Building Thought Leadership in the Age of AI
- samarahjohansson
- 5 days ago
- 3 min read
Public Relations has always carried a certain mystique.
It carries the idea that a well-placed story in the media can shift perception, build credibility, or put a company on the map. But in 2025, when most people skim headlines rather than read articles, when cynicism around corporations is at an all-time high, and when traditional newsrooms are shrinking, it’s worth asking: is anyone even listening? If a company pushes out a press release and no one reads it, does it make a sound?
The reality is that PR can’t be reduced to “getting coverage.” Yes, press releases still matter—they are part of the scaffolding of visibility—but on their own, they rarely spark genuine influence.
Today’s audiences are more skeptical, fragmented, and distracted. They’re not looking for brand puffery or corporate spin; they’re looking for voices that cut through the noise with authority, empathy, and insight. In that sense, PR isn’t just about distribution; it’s about shaping a narrative that builds trust.
This is where thought leadership enters.
The most successful companies don’t just announce what they’re doing; they interpret what’s happening in their industries and societies, and they do it in a way that adds value. PR is the delivery system, but the real differentiator is the substance of the message: does it show vision, does it educate, does it connect? Even in an era of skepticism, audiences are receptive to expertise that feels real and leaders who show perspective.
AI adds another twist to the equation.
On the one hand, generative AI tools make it easier than ever to produce polished press releases, blog posts, and even opinion articles. On the other hand, the sheer flood of AI-generated content makes authenticity harder to prove. In this environment, PR professionals need to be not just writers, but curators and strategists—able to filter noise, highlight what matters, and inject a human voice that algorithms can’t quite replicate.
PR becomes less about the mechanics of sending news and more about architecting credibility in a digital ecosystem that is both oversaturated and mistrustful. But overall, PR today is no longer just about sending press releases whether they are written with the help of AI (or not). In the age of AI, professionals have access to tools that transform how we monitor trends, analyze competitors, and measure impact.
Services like Cision and Meltwater now incorporate AI components to sift through mountains of media mentions, identify emerging topics, and even suggest optimal messaging strategies. AI can help predict which stories are likely to gain traction, track sentiment in real time, and provide insights that inform both reactive and proactive communications.
While the fundamentals of storytelling and credibility haven’t changed, AI allows PR teams to be smarter, faster, and more strategic in a landscape where attention is scarce and skepticism is high.
So what’s the point of PR in this present reality?
Done right, it’s not about shouting into the void. It’s about building the scaffolding of thought leadership: consistently placing a company’s expertise, values, and perspective in front of the right audiences, in the right context, and in a way that feels less like a press release and more like a contribution to the conversation. In my new role at Adapteo, I expect I’ll be writing plenty of press releases—but more importantly, I’ll be learning how those releases fit into a larger strategy: one that doesn’t just seek attention, but earns trust.
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