Isa Lavahun, public relations strategist and trainer at Digital PR services: “AI in digital PR has been a fascinating development over the past 18 months, but it’s not going to duplicate my experience anytime soon! It’s a powerful tool, don’t get me wrong. It helps me identify high-value link leads , brainstorm content and customize outreach, a real time saver.
“But here’s the thing: AI can’t replace the human touch in relationship building, which is the heart of PR. And with everyone using AI, link building campaigns will need something extra to stand out. Think about it: If all creatives and marketing teams used AI for ideas, wouldn’t it be the same?Yes, it gives us the data and saves time, but as far as I’m concerned, l “human ingenuity is the secret sauce to ANY link-worthy content.”
Even before AI was introduced to search engines, the days of tricking SEO algorithms with “hacks” to avoid having to create valuable content have become a distant memory. The rise of AI tools has made creating large amounts of content quickly almost effortless, so much so that the Internet is being flooded with AI-generated web pages that may seem valuable enough to have a perform well in search rankings.
Bringing AI into search should be seen almost as a countermeasure – another attempt by search engines to really figure out what content actually has real value and is worth seeing by the user. If the above PR tips have a common thread, it’s making sure you keep a human touch and create original, quality content for your audience, not just for the SEO algorithm.
Find our previous discussions on how AI has affected PR here, including: chat GPT tips, AI press releases, AI PR measurement tools, and how AI has affected the ethics of public relations.
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