Artificial intelligence has changed how we approach nearly every aspect of our work, and public relations is no exception. Used well, AI makes teams faster, sharper, and more strategic, but it can’t replace the relationships and instincts that make great PR possible.
At Tipping Point, our PR team blends human experience with smart technology. Here are three practical ways we use AI to support communication efforts while staying in control of the message.
When a client has news to share, speed matters. We use AI to organize background details and generate an outline of a press release, complete with headline options and structure suggestions. From there, our team steps in to refine tone, add context, and make sure every detail is accurate and aligned with the brand’s voice. AI can help accelerate this process while our team works to make it meaningful and persuasive.
We use AI to speed up the research process by scanning public data, past articles, and social media to find reporters who’ve covered similar topics. It’s a useful starting point for building media lists, but not a substitute for relationship building. Understanding each journalist’s beat, interests, and preferred communication style is still the difference between a cold pitch and a meaningful placement.
Once the story lands, AI-powered tools track where it runs, how audiences react, and what conversations follow. We analyze tone, reach, and engagement to uncover what’s resonating and where to pivot next. The data provides valuable signals, but interpretation still comes down to human insight, and that’s where the “X-Factor” shows up.
TPX does more than traditional “public relations.” Our integrated teams think beyond the press release to understand each client’s goals and the business challenge behind the story. AI enhances our efficiency, but the results come from curiosity, collaboration, and strategy.
Artificial intelligence has changed how we approach nearly every aspect of our work, and public relations is no exception. Used well, AI makes teams faster, sharper, and more strategic, but it can’t replace the relationships and instincts that make great PR possible. At Tipping Point, our PR team blends human experience with smart technology.
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