AI can draft a press release, a media pitch or a week of social posts in seconds, and monitoring tools track every mention of a brand. Public relations specialists still decide what an organization should say, build relationships with reporters and handle a crisis when one hits.
The short answer: AI is changing PR work and may slow hiring, but it is not replacing the role. The ILO's 2025 index puts public relations professionals in gradient 2, with a score of 0.43. The US Bureau of Labor Statistics projects 2 percent growth from 2025 to 2035, slower than average, with about 23,000 openings a year. Projections are estimates, not guarantees.
How exposed PR specialists are
The International Labour Organization scores occupations' tasks from 0 (cannot be automated with generative AI) to 1 (could be done without a human operator), and groups them into gradients from 1 to 4, with 4 the most exposed; below them sit minimal exposure and not exposed (ILO Working Paper 140, 2025).
| Occupation (ISCO-08) | ILO category | Mean task score (0 to 1) |
|---|---|---|
| Public Relations Professionals | Gradient 2 | 0.43 |
What the BLS projects
| Occupation | Projected change 2025 to 2035 | Openings a year |
|---|---|---|
| Public relations specialists | Grow 2% | About 23,000 |
The BLS says social media creates new opportunities for PR specialists, but that AI is increasingly making inroads into data-rich social media, which may soften demand for these workers.
What AI is taking on
- First drafts of press releases, pitches and posts.
- Media monitoring and sentiment tracking.
- Media lists and reporter research.
- Scheduling and reporting on social media.
What stays with the PR specialist
- Judgment: deciding what to say, when, and what not to say.
- Relationships: trust with reporters, partners and communities.
- Crises: responding fast and carefully when reputation is on the line.
- Checking AI help: drafted statements and facts can be confidently wrong, which NIST calls confabulation (NIST AI 600-1). See checking AI output.
How the job is changing
Routine writing and monitoring go faster, so teams may stay smaller. Strategy, relationships and crisis work carry more of the value.
See also will AI replace marketing?, will AI replace journalists? and will AI replace copywriters?
Pay and how to get in
The US Bureau of Labor Statistics puts the median annual pay for public relations specialists at $74,750 in May 2025, against $50,980 for all workers. The typical education needed to enter is: bachelor's degree. See how this job compares in AI exposure by pay and AI exposure by education level.
Questions and answers
Will AI replace PR specialists?
Not on current evidence. The ILO puts PR professionals in gradient 2, and the BLS projects 2 percent growth from 2025 to 2035.
Does the BLS mention AI for PR jobs?
Yes. It says AI is making inroads into data-rich social media, which may soften demand for PR specialists.
How many PR openings are expected?
The BLS projects about 23,000 openings a year, on average, over the decade.
What PR work stays human?
Judgment about messaging, relationships with media, crisis response and checking AI drafts.