Press releases aren’t just about announcing news - they’re about controlling the narrative. About capturing tone, shaping public perception, and saying something that matters in a media moment that moves fast.

So when tools like ChatGPT entered the scene, the PR world had a collective pause: Can AI really handle press release writing? The short answer is yes, but not without a human without the wheel.

AI content for PR is powerful. But when it comes to press release writing, the challenge isn’t about generating words. It’s about preserving meaning. It’s about clarity without cliche, tone without template, and voice without vacuum. 

The good news is, ChatGPT is able to speed up your writing process without sacrificing authenticity, accuracy, or tone. You just need to know how to guide it.

1. Why AI Is Useful for Press Release Writing

We’ve all been there - staring at a blank page while the media clock is ticking. This is where AI thrives. When used strategically, AI can help you fast-track the basics of press release writing, so you spend less time building the skeleton and more time refining the story. However, ChatGPT isn’t a replacement - it’s an efficient creative partner.

Use ChatGPT to: 

• Structure a release with standard components (headline, lead, body, boilerplate).

• Brainstorm story angles or potential media hooks.

• Translate technical or internal language into reader-friendly copy.

• Offer alternatives when you’re stuck on a sentence or phrase.

The key is to treat AI like a co-pilot, not the storyteller. It’s not there to replace your thinking, just help you work through it. When paired with human oversight and brand intelligence, ChatGPT can elevate productivity without compromising quality.

2. Keeping the Brand Voice Human, Not Robotic

Here’s where a lot of AI-generated copy falls flat: tone. Speed is nothing without a soul. A press release might be structurally correct, but if it doesn’t feel like your brand, it won’t resonate - especially with the media. AI can echo tone, but it can’t intuit nuance. Only you know your brand’s personality - and you’re responsible for it.

To avoid robotic messaging, try this: 

• Define and input a clear description of your brand’s voice and tone.

• Reference past content and materials to reflect consistency.

• Use brand-specific phrasing and messaging pillars.

• Revise the final draft with a human ear.

Authentic AI communication happens when the tech is trained to write with you, not for you. It should feel like your voice - just with a bit of extra speed behind it. Remember, the media can tell when something is overly automated.

3. Speed Is Good - But Strategy Is Better

Yes, ChatGPT can write a release in under a minute. But in PR, fast doesn’t always mean effective. PR is more than production - it’s positioning. A polished release isn’t just about meeting word counts - it’s about making news meaningful: knowing your audience, understanding the angle, and aligning the moment.

Here’s what AI can’t do without you: 

• Judge what’s actually newsworthy.

• Tailoring the message to match the news cycle or outlet audience.

• Understanding embargoes, exclusives, and journalist expectations.

• Connect the release to wider brand campaigns.

PR content automation can build the framework - but a great PR team builds the story. AI might suggest headlines, but only a seasoned PR eye can decide if it earns attention. Use ChatGPT for the heavy lifting - structure, wordsmithing, even quote formatting - but leave the messaging strategy to the people who understand your story.

4. Avoiding the Cookie-Cutter Trap

Not all press releases should sound the same - and yet, AI-generated ones often do. Here’s the thing with AI content for PR: it loves a formula. Left unedited, and you’ll start seeing patterns. While these patterns are technically correct, they’re also - forgettable.

One of the biggest risks with writing press releases with AI is slipping into templated, lifeless language. If you want earned media, your story needs an edge. It needs you.

Break out of the sameness by: 

• Customising your opening line to reflect urgency or emotion.

• Replacing passive language with strong verbs.

• Ditching jargon and writing like a human.

• Adding founder quotes with actual voice - not corporate fluff.

• Infusing cultural context or media relevance into the narrative. 

Writing press releases with AI should start with a prompt - but end with precision. ChatGPT will give you a safe draft. Your job is to make it sound like something only your brand could have written.

5. The Future of AI in PR (And Why the Human Touch Still Wins)

AI isn’t going away - and that’s a good thing. The right tools can lighten the mental load and allow teams to focus on higher-level thinking. But in PR, relationships are still currency - and those are built on trust, understanding, and instinct.

We don’t pitch algorithms. We pitch people.

Here’s what it can do: 

• Assist in batch-drafting multiple announcements.

• Translate press releases into simplified summaries or social snippets.

• Support SEO integration for media newsroom copy.

• Help junior team members learn structure and flow.

Here’s what it can’t do: 

• Read a journalist’s mind.

• Know what’s truly newsworthy.

• Replace strategic messaging decisions.

• Build rapport, pitch nuance, or media relationships.

PR content automation should never mean brand dilution. Authentic AI communication happens when PR professionals stay in control of the message and use tech to support - not substitute - storytelling. With the right boundaries, you can harness the best of both worlds: the efficiency of AI, with the emotional intelligence of real people behind the message. 

Use AI as a Tool - Not a Voice

Ai content for PR will continue to evolve. We’ll see more integrations, more tools that help teams scale, edit, and localise. But the essence of good PR will remain rooted in something far less replicable: intuition, context, and connection. Press release writing will always be about more than sentence structure. It’s about narrative, nuance, and the human heartbeat of your brand.

AI can help you write faster, but it’s your strategy that ensures the message lands. ChatGPT helps you shape the message. But the clarity, creativity, and credibility - it’s you. Keep your story and keep the final word yours.