01 Aug 2025

AI and the Newsroom: What PR Professionals Need to Know

As artificial intelligence continues to reshape industries, journalism is undergoing a profound transformation. PRWeek’s recent feature, “Bylines and bots: How the AI revolution is changing newsrooms,” explores how AI tools are influencing editorial workflows, content creation, and even the structure of newsrooms themselves. 

For PR professionals, this shift means rethinking how, where, and to whom we pitch stories. With AI increasingly involved in news production—from summarising press releases to generating first drafts—understanding the evolving roles of journalists and editors is crucial. The article highlights the growing importance of clarity, relevance, and human insight in media outreach, as well as the need to adapt to new formats and faster editorial cycles. 

Click here to read the full article. 

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