As a PR Firm, You Just Write, Right? Can’t AI Do That For Free?

We get versions of this question all the time:
“You’re a PR firm. So… you just write stuff, right?”
Or:
“Couldn’t we just have ChatGPT do this?”

Sure.
You could.

You could have AI write your pitch.
You could have AI draft your founder quote.
You could even have AI write your press release and send it out with a smile.

But here’s the truth:

PR isn’t about writing. It’s about knowing what to write, when to write it, who to write it for, and what strategic pressure it’s supposed to create.

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It’s Not the Words. It’s the Weaponization.

AI can write grammatically flawless garbage.

It can give you a pitch no journalist will ever respond to.
A blog post that checks all the boxes and says nothing.
A press release that makes it clear you have no idea what matters outside your own company.

Because good PR isn’t about assembling sentences.
It’s about shaping stories that actually move the market—stories that align with the moment, the outlet, the audience, and the outcome you’re driving toward.

If you think this is just writing, you’ve missed the entire point.

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What AI Can’t Do

• It can’t sense when the market is about to shift
  
• It can’t see where a narrative is weak and reframe it mid-pitch
  
• It can’t build relationships with reporters and know which one will actually care
  
• It can’t call the founder at 9pm and say, “We just saw a story break. We need to jump on this now.”
  
• It can’t reverse-engineer a raise, a hire, or a deal and ask: What story do we need to put out to make this happen faster?
  

That’s what we do.
That’s the work.

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We Actually Use AI All the Time

We’re AI-native.
We use AI tools in our growth, funnel, and performance marketing arms constantly.
We even use it to assist in first drafts, scrape data, and surface narrative angles.

But we never confuse the tool for the strategy.
And we never confuse the draft for the story.

Because the hard part of PR isn’t generating the words.
It’s knowing which words matter.

So yeah, AI can write.

But it can’t read the room.
It can’t build pressure.
It can’t drive outcomes.

It doesn’t have taste.

We do.