A Bright Future for PR Freelancers’ Skills in the AI Age
Nigel Sarbutts
It’s easy to be fearful of AI eating away at the kind of work that PR freelancers provide for clients, but a McKinsey study on the future of work suggests that by focusing on emotional and emotional skills, the future looks bright.
In the rapidly evolving world of public relations, where technology continues to advance at a lightning-fast pace, it’s easy to think that the future of the industry lies in AI-powered tools and automation.
AI can handle data analysis, track media mentions, and even write press releases and other content (up to a point).
However, there’s a fundamental aspect of PR work that no machine can replicate: soft skills. As a PR freelancer, it’s essential to recognize the value of these skills, especially when AI and automation are pushing prices down and eroding the traditional value proposition of public relations services.
McKinsey found that “The need for finely tuned social and emotional skills will rapidly grow. Accompanying the adoption of advanced technologies into the workplace will be an increase in the need for workers with finely tuned social and emotional skills—skills that machines are a long way from mastering.”
Soft skills—such as communication, empathy, emotional intelligence, and the ability to build strong, trusting relationships—are what set human PR professionals apart from their automated counterparts. In a field where building meaningful connections with clients and the media is key to success, these abilities cannot be taught or replaced by technology.
In an era where artificial intelligence is increasingly taking over tasks that were once the domain of human workers, soft skills offer a unique advantage. While AI can generate content and analyze trends, it cannot interpret emotions, understand nuance, or adapt to the fluid nature of human relationships. Clients need PR professionals not only for their technical expertise but also for their ability to navigate complex situations, offer counsel, and maintain long-term relationships. Whether you’re calming a nervous client or leading a brainstorming session, these human elements are irreplaceable.
For PR freelancers, this means that while the pressure to lower fees due to AI-driven tools is real, your expertise in soft skills can remain a valuable differentiator. In a crowded market where many can now use AI to generate content or measure media impact, it’s your ability to think strategically, communicate effectively, and foster strong relationships that will continue to drive success.
An article on hiring in the AI age highlights how employers are increasingly seeking candidates with strong soft skills—emphasizing that no matter how sophisticated technology becomes, there are qualities such as collaboration and adaptability that will always be in demand. For PR freelancers, this is a reminder that while automation may handle the heavy lifting of tasks, it’s your ability to collaborate, empathize, and lead that will keep you ahead of the curve.
Key to this is to demonstrate to clients that AI’s abilities are limited in PR to the tactical and decision support functions and to show that your value is in the interpretation. If you are selling tactics, then be prepared to compete with someone who never sleeps and does a lot of their work for free.
