Let’s get real – the public relations industry is no longer just about press releases, phone calls and schmoozing editors at business or Bollywood news websites. The PR playbook is being rewritten by artificial intelligence. AI is now the backstage manager, the scriptwriter and sometimes even the actor in the show.
Mainstream news websites, business portals and lifestyle publications are seeing PR agencies deploy AI tools to monitor coverage, track journalist preferences and even predict which stories will hit big.
AI doesn’t sleep. It crunches data round the clock, analysing every mention, every trend, every shift in public sentiment. PR pros who once relied on gut instinct now have dashboards that spit out real-time metrics, helping them tweak campaigns on the fly. The efficiency is undeniable, and the targeting is laser-sharp. Bollywood news sites, for instance, are seeing AI-generated pitches tailored to their editorial style, increasing the odds of a story making it to the homepage.
Deepfakes blur the line between fact and fiction
But here’s where the plot thickens — and it’s straight out of a ‘Blade Runner’ sequel. Deepfake technology, powered by advanced AI, is now capable of producing audio, video and images so convincing that even seasoned editors at top news sites can be fooled.
Imagine a business news website receiving a video interview with a celebrity CEO or a Bollywood star, only to discover later that the entire thing was a synthetic creation, crafted by a bot using generative adversarial networks.
These deepfakes don’t just mimic appearances; they can clone voices, replicate mannerisms and fabricate entire interviews. For the PR industry, this means the power to create compelling content at scale — but also the terrifying risk of reputational disasters. One convincing deepfake can spark a crisis, as audiences and journalists struggle to separate authentic news from manufactured fiction.
Bots take over the newsroom pitch
Bots aren’t just generating content; they’re now handling media outreach. PR agencies are deploying AI-powered chatbots to pitch stories to journalists, answer queries and even schedule interviews. These bots learn from every interaction, refining their approach until they’re virtually indistinguishable from human PR executives. On the surface, this means faster responses and more personalised pitches for mainstream tech and lifestyle news sites.
But there’s a dark side. As bots flood inboxes with automated pitches, the risk of misinformation and manipulation skyrockets. A single bot, programmed with the wrong agenda, could seed dozens of news websites with misleading stories or manufactured quotes. The sheer volume and sophistication of these AI-driven campaigns threaten to overwhelm editorial checks and balances.
Authenticity and trust are on the line
Here’s the hard truth — as AI, deepfakes and bots become entrenched in PR, the core currency of the industry is at stake: trust. Mainstream news editors, business journalists and Bollywood reporters are being forced to question every pitch, every video, every quote. The risk of publishing a deepfake or falling for a bot-generated hoax is real, and the consequences can be severe — from public backlash to legal action.
Agencies and newsrooms are scrambling to put safeguards in place. Some are demanding transparency on AI usage, while others are investing in forensic tools to detect synthetic media. But the technology is evolving so fast that it’s a constant game of catch-up. The threat isn’t just theoretical; it’s already playing out in high-profile incidents that have shaken public confidence in the news.
The future is hybrid — but the stakes are higher
Let’s not kid ourselves. AI isn’t going away, and neither are deepfakes or bots. The future of PR in mainstream media will be a hybrid — machines handling data-heavy tasks, humans focusing on creativity and ethics. But the risks are multiplying. The industry’s next blockbuster scandal could be written, directed and produced entirely by artificial intelligence.
If PR professionals want to stay in the game, they’ll need to double down on authenticity, transparency and human judgement. Because in a world where anyone can create a convincing fake, the only thing that sets real news apart is trust. And once that’s gone, it’s game over — not just for PR, but for the credibility of every news website that publishes their stories.
The future of PR isn’t just dark. It’s a thriller, and the plot twists are only getting wilder.