PR Agencies in the Age of AI

TL;DR We compared Grok 3 and o3-mini’s results on this topic. They both passed.

Since Grok 3 was released we thought it would be interesting to compare Grok 3 and o3-mini’s responses to a prompt about PR agencies in the age of AI. This is what we asked:

With AI becoming such a driving force in how future-proof businesses need to operate, what should a PR agency do to stay relevant? This includes what staffing/training/skills profiles need to be achieved and how the services portfolio of public relations companies have to be adjusted for this AI-powered world. Also, what are the strongest impacts on public relations in general with social media automation, AI-generated content (text and images), and creativity being superpowered by generative AI?

Grok 3

In an AI-powered world, PR agencies must adapt to remain relevant by leveraging technology while maintaining the human touch that defines effective communication. Below, we outline how agencies should adjust staffing, training, and skills profiles, evolve their services portfolio, and address the strongest impacts of AI on public relations, particularly in social media automation, AI-generated content, and creativity enhanced by generative AI.

Staffing, Training, and Skills Profiles

To stay competitive, PR agencies need a blend of traditional communication expertise and AI-driven capabilities:

• Data and AI Literacy

  • Staff should be trained in data analysis and AI tools to interpret audience insights, predict trends, and personalize messaging.

  • Hiring or upskilling team members in these areas is crucial, as AI can enhance data-driven decision-making.

• Content Editors and Strategists

  • With AI generating text and images, agencies need skilled editors to refine AI outputs, ensuring they align with brand voice and quality standards.

  • Strategists must guide AI tools to produce relevant, creative concepts, blending technology with storytelling expertise.

• Ethics and Governance Experts

  • Training in AI ethics is essential to navigate issues like bias, privacy, and misinformation.

  • Agencies should prioritize responsible AI use to maintain trust with clients and audiences.

• Creative Technologists

  • Professionals who can blend creativity with technology will be key.

  • They should understand how to use generative AI for brainstorming, campaign ideation, and visual concepts while preserving human judgment.

Training Focus

• Workshops on AI tools (e.g., analytics platforms, content generators).

• Data interpretation and basic coding for better collaboration with AI systems.

• Ethical AI use and governance to address emerging concerns.

o3-mini

In an AI-powered world, PR agencies must become as agile, tech-savvy, and data-driven as the businesses they serve. Here are several key strategies and considerations for staying relevant:

Evolving Staffing and Training

New Roles and Skill Sets

• Data Analysts & AI Specialists … agencies should hire professionals capable of leveraging data analytics, machine learning, and AI-driven insights. These roles can help predict trends, manage sentiment analysis, and optimize campaigns based on real-time feedback.

• Digital Strategists & Tech-savvy Content Creators … combining traditional PR acumen with digital expertise is crucial. Teams should include individuals who understand social media algorithms, SEO, and digital engagement strategies alongside creative storytelling.

• Ethics and Compliance Experts … with AI’s rapid integration, ethical considerations (e.g., content authenticity, transparency) become paramount. Having specialists who can guide policy and ensure compliance with emerging regulations can build trust with clients and audiences.

Ongoing Training and Upskilling

• Tool Proficiency … continuous training in the latest AI tools (e.g., generative AI for text and image creation) and automation software is essential. This helps teams produce high-quality, consistent content while maintaining brand voice.

• Scenario Planning & Crisis Management … AI provides new opportunities and risks. Training should include scenario planning for automated content misfires, misinformation challenges, or rapid reputation shifts driven by social media dynamics.

Analysis: We do not compare the “thought processes” each model displayed as we only care about the correctness, completeness, and practicability of the results provided. Here are some observations:

• Grok nailed the introduction while o3-mini provided a strong statement in saying “PR agencies must become as agile, tech-savvy, and data-driven as the businesses they serve“.

• It is virtually impossible to say Grok is better than o3-mini, or vice versa, so far. Both did a good job but it seems to me that combining the 2 results would be the best way to go. That essentially means providing both outputs to a normal LLM (like OpenAI’s 4o model) and asking it to summarise the results.

• I do like the fact that o3-mini does not purely serve bullet points like Grok - but the results of an AI should be reformatted anyway if you plan on using them in a publication online or offline.

• o3-mini seems to lean a bit more towards PR agencies becoming much more tech-savvy than they usually are, especially the smaller agencies out there.

Grok 3

Adjusting the Services Portfolio

PR agencies must evolve their offerings to integrate AI capabilities while enhancing traditional services:

• AI-Enhanced Media Relations

  • Use AI to identify journalists, analyze their past articles and interests, and tailor pitches for higher success rates.

  • This improves efficiency and effectiveness in media outreach.

• Real-Time Crisis Management

  • Leverage AI for social media monitoring to detect and address potential crises proactively.

  • AI can flag issues in real time, allowing agencies to respond faster and more strategically.

• AI-Assisted Content Creation

  • Offer services where AI drafts content (articles, social media posts, visuals), which human editors refine.

  • This increases efficiency while maintaining quality, ensuring content aligns with brand identity.

• Audience Insights and Personalization

  • Provide AI-driven analysis of social media, search trends, and online behaviors to help clients tailor messages and campaigns.

  • AI can uncover audience preferences, enabling more targeted communication strategies.

• Automated Social Media Management

  • Use AI for scheduling posts, responding to comments, and engaging followers.

  • This frees up time for strategic work, but agencies must balance automation with human interaction to preserve authenticity.

o3-mini

Adjusting the Services Portfolio

AI-Enhanced Content Creation

• Generative Content Platforms … utilize AI to accelerate content ideation, creation, and customization. However, blend these outputs with human creativity to maintain authenticity and nuance.

• Visual and Multimedia Content … embrace AI-powered design tools that can generate compelling visuals, infographics, and even video content, enhancing overall campaign creativity.

Advanced Analytics and Insights

• Real-Time Monitoring … offer clients dashboard solutions and real-time sentiment analysis, using AI to monitor brand mentions, track trends, and swiftly respond to emerging crises.

• Predictive Campaign Planning … leverage predictive analytics to forecast campaign performance, refine messaging, and allocate resources more efficiently.

Social Media Automation & Engagement

• Automated Scheduling and Response … integrate AI-driven scheduling tools and chatbots that handle routine interactions, freeing up human resources for strategic tasks.

• Personalization at Scale … use AI to segment audiences and personalize messaging, ensuring each stakeholder receives tailored relevant communications.

Analysis: Both AIs provide good actionable suggestions, but they also both are a bit optimistic regarding what is realistically possible in early 2025. Namely having, for example, enough data to be able to offer predictive campaign planning or real-time crisis management is not going to be straight forward for most AI agencies.

Grok 3

Strongest Impacts on Public Relations

AI is reshaping PR in several key ways, with both opportunities and challenges:

• Social Media Automation

  • Impact: AI streamlines routine tasks like scheduling posts and basic engagement, saving time and resources.

  • Challenge: Risks diluting the human connection, which is critical for authentic communication.

  • Solution: Balance automation with genuine human interaction to maintain trust and engagement.

• AI-Generated Content (Text and Images)

  • Impact: AI can produce content at scale, filling content calendars quickly and cost-effectively.

  • Challenge: Risks generic or low-quality outputs, making it harder for brands to stand out in a crowded market.

  • Solution: Prioritize quality control by refining AI-generated content with human editors to ensure uniqueness and alignment with brand values.

• Creativity Superpowered by Generative AI

  • Impact: AI can enhance creativity by suggesting ideas, headlines, or visuals, and enabling rapid A/B testing of messages.

  • Challenge: AI may not fully understand cultural nuances or emotional subtleties, requiring human oversight.

  • Solution: Use AI as a brainstorming tool, but rely on human judgment to select concepts that align with brand goals and resonate with audiences.

o3-mini

The Strongest Impacts on Public Relations

Speed and Scale of Content Creation

• AI-generated content can produce high volumes of text and images rapidly, changing how quickly campaigns can be developed and deployed. This requires PR professionals to constantly balance quantity with quality and authenticity.

Enhanced Creativity and Innovation

• Generative AI tools empower creative teams by offering new ideas, unique visual styles, and innovative narrative structures. They act as catalysts for brainstorming sessions, helping teams push creative boundaries while still grounding work in strategic insight.

Shifts in Social Media Dynamics

• Automation and Engagement … social media automation can optimize post timing and audience targeting, but it also risks creating echo chambers or missing genuine human interaction. Agencies must therefore oversee automated processes carefully to maintain engagement quality.

• Real-Time Adjustments … with AI monitoring social trends in real-time, PR strategies can be adjusted on the fly, making campaigns more dynamic and responsive to public sentiment.

Challenges of Authenticity and Trust

• Managing AI Bias and Transparency … as AI-generated content becomes more prevalent, distinguishing between automated and human-generated messages is crucial. Agencies will need to ensure transparency about when and how AI is used, building trust with audiences who may be wary of “robotic” communication.

Analysis: Again, both responses are good, but to us o3-mini hits the mark a bit more than Grok 3. Again using a 3rd AI to summarize/synthesize both responses is probably the next best step. Grok 3 does offer a nice touch with the Impact/Challenge/Solution comparison.

Grok 3

Final Summary

To stay relevant in an AI-powered world, PR agencies should:

• Staffing and Training

  • Hire or train staff in data analysis, AI tools, and ethics.

  • Encourage creativity in using AI as a tool, not a replacement.

• Services Portfolio

  • Enhance traditional services with AI capabilities (e.g., AI-driven media pitching, real-time crisis monitoring).

  • Offer AI-assisted content creation with human oversight and AI-powered audience insights.

• Addressing AI Impacts

  • Balance social media automation with authentic human engagement.

  • Ensure AI-generated content is high-quality and unique, avoiding generic outputs.

  • Use generative AI to boost creativity while maintaining human judgment for cultural and emotional relevance.

By embracing AI as a tool to enhance PR efforts, agencies can remain competitive while preserving the human expertise that is at the core of effective public relations.

o3-mini

Conclusion

To stay relevant, PR agencies must integrate AI into every facet of their operations—from staffing and training to service offerings and day-to-day execution. By embracing advanced analytics, automated processes, and creative AI tools, while also maintaining ethical oversight and a human touch, PR firms can not only keep pace with the rapid technological changes but also drive innovative strategies that resonate in an increasingly digital and automated landscape.

Analysis: Grok 3 goes into more detail than the typical OpenAI “Conclusion” paragraph. Formatting everything as bullet points is likely a strong AI giveaway.

Both models failed to emphasise that not all skills need to be covered in-house, but rather that forging relationships with skilled AI service providers will become more and more important.