As AI-driven search engines and chat assistants increasingly surface answers from trusted brands, public relations (PR) has become more important than ever.
Strong PR helps brands earn visibility, credibility, and consistent mentions across the web—signals that AI systems rely on when generating responses.
The good news is that modern AI tools help PR professionals work more efficiently. They support everything from drafting press releases and creating visuals to researching story angles, summarizing meetings, and monitoring brand mentions.
Below are 18 of the best AI tools for PR, along with their pricing, pros, and cons, to help you choose the right fit for your workflow.
|
Written Content Creation Tool |
Best for |
Price |
|
AI PR Toolkit |
PR professionals who want an all-in-one PR tool |
Starts at $149/mo. Free trial available. |
|
Content Toolkit |
Users who produce search engine-optimized PR content |
Starts at $60/mo. Free trial available. |
|
ChatGPT |
Users who want to research and generate written content in a conversational AI interface |
Starts at $20/mo. Free plan available. |
|
Jasper |
Organizations that want a general-purpose AI writing tool for creating marketing content |
Starts at $69/mo. Free trial available. |
|
Surfer |
PR teams that want to optimize content for higher search rankings |
Starts at $99/mo |
|
Grammarly |
PR professionals who want to improve their writing’s readability, spelling, and grammar |
Starts at $30/member/mo. Free plan available. |
|
Wordtune |
PR teams that want to improve their content’s impact |
Starts at $13.99/mo. Free plan available. |
|
Claude |
Users who want to create written content for small-scale PR efforts |
Starts at $20/mo. Free plan available. |
|
Visual Content Creation Tool |
||
|
Midjourney |
Users who want to generate PR images for public use |
Starts at $10/mo. Free trial available. |
|
Canva |
Users without design experience who want to create PR images |
Starts at $15/user/mo. Free plan available. |
|
Synthesia |
Organizations that want to scale PR video production on a budget |
Starts at $29/mo. Free plan available. |
|
Beautiful.ai |
PR teams that frequently produce slide decks |
Starts at $45/mo. Free trial available. |
|
Fireflies |
PR professionals who regularly take notes during meetings |
Starts at $18/seat/mo. Free plan available. |
|
Otter |
PR professionals who want meeting transcripts for internal use |
Starts at $16.99/user/mo. Free plan available. |
|
Descript |
PR teams that want to polish video- and audio-based PR content |
Starts at $24/user/mo. Free plan available. |
|
Research and Competitive Intelligence |
||
|
Perplexity |
Users who want to conduct in-depth research for PR tasks |
Starts at $20/mo. Free plan available. |
|
Media Monitoring and Insights |
||
|
CisionOne |
Enterprise-level PR teams that want to manage large-scale outreach campaigns |
Custom |
|
Meltwater |
Enterprise-level PR teams that want to monitor brand mentions and sentiment |
Custom |
AI Tools for Written Content Creation
The best AI tools for creating written content include AI PR Toolkit, Content Toolkit, ChatGPT, Jasper, Surfer, Grammarly, Wordtune, and Claude:
1. AI PR Toolkit
- Best for: PR professionals who want an all-in-one PR tool
- Price: Starts at $149/mo. Free trial available.
Semrush AI PR Toolkit is a suite of tools that helps PR professionals discover media contacts, draft and send pitches, and track brand mentions from a single interface.
Pros
The Email Campaigns tool uses AI to generate pitches significantly faster than manual writing.
Input your general press release idea and receive mutliple story angles to develop.
Once this tool has generated your draft press release, you can edit it to better reflect your brand’s style and goals.
The AI PR Toolkit also uses your press release’s keywords to suggest relevant journalists for sending the press release to.
Finally, the Email Campaigns tool offers AI-generated subject line recommendations that align with your press release—to boost email open rates and clicks.
Cons
PR professionals who want to tailor their email campaigns’ send times to their recipients’ time zones may find the Semrush AI PR Toolkit lacking.
That’s because this tool lets you schedule emails to send at only one specific time—e.g., 9 a.m. ET. But this might not be a big issue if your recipients’ time zones are similar to yours. Especially since dynamic time zone settings aren’t a standard PR tool feature.
2. Content Toolkit
- Best for: Users who produce search engine-optimized PR content
- Price: Starts at $60/mo. Free trial available.
Semrush Content Toolkit helps PR professionals generate and optimize search-friendly press releases and thought leadership articles for long-term organic visibility.
Pros
While generating articles, the Content Toolkit’s AI Article Generator tool automatically identifies and adds relevant search keywords. Thus optimizing the articles for higher Google rankings for these keywords and improving their reach.
Cons
The Content Toolkit accepts 2,000 words’ worth of reference content to learn how to generate content in your brand voice. This limit may be restrictive for brands with a highly distinct or established voice.
3. ChatGPT
- Best for: Users who want to research and generate written content in a conversational AI interface
- Price: Starts at $20/mo. Free plan available.
ChatGPT is an AI chatbot that can craft press releases, generate creative ideas, conduct research, and compose pitches and follow-up emails.
Pros
ChatGPT can produce high-quality PR content when prompted clearly and strategically. Think more accurate PR summaries, well-structured press releases, and so on.
Why?
Because ChatGPT uses one of the most advanced multimodal large language models in the market.
It also offers custom instructions and memory features for tailoring the content it generates. This will benefit large PR agencies that create content for multiple accounts, where each account has unique tone of voice and formatting specifications.
Cons
Users who value data privacy may want to look for a different tool. ChatGPT’s creator, OpenAI, may use the data you share with ChatGPT to improve the tool’s performance if you’re on a consumer-level plan.
ChatGPT may also not be the best option for users who want to be able to edit the AI-generated content directly. This tool also lacks a built-in text editor for directly refining generated content.
4. Jasper
- Best for: Organizations that want a general-purpose AI writing tool for creating marketing content
- Price: Starts at $69/mo. Free trial available.
Jasper is an AI tool that can write digital PR blog articles, press releases, social media copy, and more in a chat-based interface.
Pros
Jasper helps save time in producing on-brand writing. It can incorporate your brand’s voice and knowledge into its content when you upload relevant assets, like your style guide and product information, to it.
Cons
Jasper’s feature set may appear bloated to users seeking a dedicated AI PR content tool.
This tool offers apps for creating a wide range of marketing content—ranging from email sequences to white paper outlines and Amazon product listings—and not all of them are relevant to PR.
5. Surfer
- Best for: PR teams that want to optimize content for higher search rankings
- Price: Starts at $99/mo
Surfer is a content optimization tool that helps PR teams create SEO-friendly articles, press releases, and web content with the help of AI. It analyzes top-ranking pages and offers clear suggestions on keywords, structure, and readability to boost visibility.
Pros
Surfer is a convenient tool for PR teams whose sites run on WordPress. It offers a plugin that can directly publish Surfer-created content on a WordPress site. Saving you time from manually transferring the content to WordPress.
Cons
Some of Surfer’s SEO recommendations—like suggesting that you use keywords a certain number of times throughout your article—are outdated.
They may mislead inexperienced SEOs who believe they need to rigidly follow the tool’s recommendations to produce high-ranking PR content.
6. Grammarly
- Best for: PR professionals who want to improve their writing’s readability, spelling, and grammar
- Price: Starts at $30/member/mo. Free plan available.
Grammarly is an AI writing tool that can rewrite PR content, adjust its tone, and check it for spelling and grammar errors.
Pros
Grammarly helps PR practitioners improve the consistency of their brand messaging. By refining their PR content to incorporate the target tone of voice, style, and level of formality before publishing.
Cons
Users who deal with sensitive information should avoid revising their content with Grammarly. Depending on your plan and country, this tool may use the data you enter into it to improve its large language models unless you opt out.
7. Wordtune
- Best for: PR teams that want to improve their content’s impact
- Price: Starts at $13.99/mo. Free plan available.
Wordtune is a tool for creating new PR content and improving existing text—in ways like rewriting executive statements for clarity, simplifying dense messaging, and correcting spelling and grammar errors in written interview responses—using AI.
Pros
Wordtune helps produce more impactful content that may increase engagement. It offers suggestions for improvement that go beyond the typical expansion or summarization of text.
For example, you can have the tool emphasize certain points, give examples, or provide counterarguments.
Cons
The tool doesn’t explain the grammar errors it identifies. Making it less useful for PR professionals who want to avoid making the same mistakes in the future.
8. Claude
- Best for: Users who want to create written content for small-scale PR efforts
- Price: Starts at $20/mo. Free plan available.
Claude is an AI assistant that excels at writing, editing, and summarizing content. It’s well-suited for PR professionals who want a more thoughtful, conversational approach to drafting and refining messaging.
Pros
Claude offers pre-written prompts for writing various types of content, including interview questions and persuasive arguments. Thus helping you be more specific with your prompts, so you get content that’s more effective in boosting brand awareness and fostering trust.
Cons
Users who need to generate dozens of long-form PR content every day may need a more heavy-duty tool.
Claude’s usage capacity is relatively limited even on paid plans. For example, Pro plan users whose average Claude conversations contain 200 English sentences of 15 to 20 words can send roughly 45 messages every five hours.
AI Tools for Visual Content Creation
The best AI tools for creating visual content—like images and videos—include Midjourney, Canva, Synthesia, and Beautiful.ai:
9. Midjourney
- Best for: Users who want to generate PR images for public use
- Price: Starts at $10/mo. Free trial available.
Midjourney is an AI tool that can generate images for PR campaigns and other content in response to prompts.
Pros
Midjourney accepts image prompts, which is helpful if you want it to reference an existing image when generating a new one to communicate your intended message.
Cons
Midjourney is unsuitable if you need your source prompts and generated images to be kept confidential.
This tool’s terms of service give the company that develops Midjourney the general rights to reproduce or display your source prompts, plus the generated images themselves.
If you enable Stealth Mode, which is available on higher-tiered plans, the company will keep your chosen generated images private on a “best effort” basis. But your source prompts will not enjoy similar privacy.
10. Canva
- Best for: Users without design experience who want to create PR images
- Price: Starts at $15/user/mo. Free plan available.
Canva is a design tool that lets users create AI-generated images for PR content like infographics, press releases, and social media posts, and enhance these images with ready-made shapes and templates.
Pros
Canva speeds up the image creation process—and thus the overall duration you spend putting your PR campaigns together.
Instead of drawing images from scratch, you can have Canva generate them in seconds with AI. Then, tweak your images further by using Canva’s built-in tools to erase parts of them, change their colors, adjust their saturation, and more.
Cons
Canva isn’t suitable for PR professionals who want to generate images based on reference ones. The tool’s AI image generator accepts only text prompts.
11. Synthesia
- Best for: Organizations that want to scale PR video production on a budget
- Price: Starts at $29/mo. Free plan available.
Synthesia is AI-based video creation software that lets you type prompts to create videos instead of filming and editing them manually. Thus reducing production costs for brands that rely on video messaging for product announcements and other PR campaigns.
Pros
Synthesia offers 240+ AI avatars that look and sound like real people. They’re helpful for PR professionals who want to make talking head videos to raise brand awareness despite not having available spokespeople.
Cons
If portraying authenticity is your priority, Synthesia may not appeal to you. The video content it creates may lack the look and feel of a real, recorded video.
12. Beautiful.ai
- Best for: PR teams that frequently produce slide decks
- Price: Starts at $45/mo. Free trial available.
Beautiful.ai is an AI tool that creates pitch decks when you prompt it on the content the slides should include.
Pros
Beautiful.ai supports real-time collaborative editing. PR teams that involve multiple people in slide deck creation will find this a time-saver, as everyone can work on the same deck simultaneously.
Cons
Users who need full creative control over their media kit or pitch deck’s look may find this tool restrictive. It doesn’t let you move content blocks anywhere you want on the slides, but only to certain fixed locations.
AI Tools for Meeting Summarization and Transcription
The best AI tools for transcribing and summarizing meetings include Fireflies, Otter, and Descript:
13. Fireflies
- Best for: PR professionals who regularly take notes during meetings
- Price: Starts at $18/seat/mo. Free plan available.
Fireflies is an AI-powered meeting assistant that transcribes, takes notes, and summarizes meetings across video conferencing platforms like Zoom, Google Meet, and Microsoft Teams.
With it, PR professionals can focus on the conversation without worrying about missing critical information during press briefings, interviews, and internal meetings.
Pros
With Fireflies, you reduce the hassle of extracting the information you need from meeting transcripts.
It supports many apps, which you can install to assess a meeting’s adherence to the agenda. Or log all mentions of competitors during the meeting, for example.
Cons
Fireflies may not be suitable for PR professionals who switch between languages during meetings. The tool transcribes meetings in only one language at a time.
14. Otter
- Best for: PR professionals who want meeting transcripts for internal use
- Price: Starts at $16.99/user/mo. Free plan available.
Otter is an AI tool that transcribes video meetings, identifying who spoke at which time, and also provides AI-powered meeting summaries. Thus saving PR practitioners time from listening to hours of meetings.
Pros
Save time from reading transcripts in full. Otter’s AI chat feature lets you ask about topics discussed during a meeting, so you don’t have to go through the entire transcript yourself.
Cons
Otter isn’t the best tool for busy PR professionals who want to minimize the time they spend polishing meeting transcripts. The tool tends to keep uses of “um” in its transcripts, which you’ll need to remove manually.
It also doesn’t offer a convenient “Find and Replace” feature for making repetitive transcript edits—like removing “ums”—in bulk.
15. Descript
- Best for: PR teams that want to polish video- and audio-based PR content
- Price: Starts at $24/user/mo. Free plan available.
Descript is an all-in-one audio and video editing tool that lets users edit recordings as if they were text documents. PR teams can use it to produce interviews, podcasts, and videos for their campaigns without the need for technical skills.
Pros
Descript can improve your videos to maximize positive brand perception. Among other features, it can remove filler words, silences, and background noise that distract viewers from digesting your message.
Cons
The tool doesn’t have a mobile app, which may not appeal to PR professionals who want to work on the go.
AI Tools for Research and Competitive Intelligence
One of the best AI tools for research and competitive intelligence is Perplexity:
16. Perplexity
- Best for: Users who want to conduct in-depth research for PR tasks
- Price: Starts at $20/mo. Free plan available.
Perplexity is an AI-powered search engine that delivers direct, cited answers to complex queries—making it a valuable research companion for PR professionals who need quick answers, background information, or competitor insights when drafting press materials or preparing for interviews.
Pros
Perplexity makes your research process more efficient by letting you customize the sources of its responses. So that you can tailor its answers for contexts like discovering social media users’ sentiments on your brand.
Cons
Perplexity may frustrate users who want short, concise responses. It tends to generate long answers, even for simple questions.
AI Tools for Media Monitoring and Insights
The best AI tools for media monitoring and insights include CisionOne and Meltwater:
17. CisionOne
- Best for: Enterprise-level PR teams that want to manage large-scale outreach campaigns
- Price: Custom
CisionOne is a full-suite AI PR platform offering media monitoring, journalist outreach, and press release services. It’s widely used by PR teams to manage large-scale campaigns and measure media impact.
Pros
CisionOne can help you maintain your brand reputation. It offers an AI-powered React Score that detects potentially damaging content, so you can take prompt action before it spreads widely.
Cons
CisionOne may not be suitable for PR teams on smaller budgets. It costs a four- or five-figure yearly sum to use, according to user reports.
18. Meltwater
- Best for: Enterprise-level PR teams that want to monitor brand mentions and sentiment
- Price: Custom
Meltwater is an AI-powered media intelligence and social listening platform. It helps PR professionals track brand mentions, do sentiment analysis, and discover emerging topics across news outlets, blogs, and social media.
Pros
Meltwater’s AI-powered journalist search feature helps recommend relevant journalists to pitch your brand to. So that you’re more likely to secure media coverage.
Cons
The platform’s media monitoring tool, Monitor, lets you export up to 20,000 content results to a CSV file at a time. This limit may be insufficient for PR teams doing bulk analyses of content mentioning their brands.
Pick the Right AI Tools for PR
AI tools for PR won’t replace PR teams, but the right tools can significantly streamline daily PR work, from pitching and content creation to research and media monitoring.
The best choice depends on team size, workflow complexity, and where you spend the most time.
- Solo PR professionals and small teams often benefit from flexible writing and design tools like ChatGPT, Canva, or Wordtune to move faster with limited resources.
- In-house PR teams may prefer all-in-one solutions that reduce tool sprawl. Platforms like Semrush AI PR Toolkit and Content Toolkit combine content creation, outreach, and monitoring in a single workflow.
- Enterprise PR teams typically need advanced media databases, sentiment analysis, and reporting. Tools like CisionOne and Meltwater are designed for large-scale campaigns and complex monitoring needs.
If you’re looking for an all-in-one starting point, the Semrush AI PR Toolkit combines press release creation, media outreach, and media monitoring in a single interface.
Try the AI PR Toolkit for free today.
