AI can never replace PR professionals, but it can save you a lot of time — with the right prompts.
Generative AI can help PR professionals work smarter and overcome creative roadblocks. It’s not about cutting corners or replacing skilled workers, but giving you the power to do more.
AI is a powerful tool for creativity: your skills do the heavy lifting, but AI helps you move faster. This article includes prompt examples to help with everything from press release headlines to campaign plans, so you can move faster without starting from scratch.
AI prompts for short-form PR copy
Need a punchy line for a press release title, pitch email subject line or social post? AI can provide you with multiple angles in seconds.
Try something like this:
“Act as a PR expert. Generate 10 attention-grabbing headlines for a press release announcing a new protein-packed vegan cupcake, targeted at health-conscious gym-lovers who want to stick to a plant-based diet, but also enjoy sweet treats.”
Adjust the tone and style to fit your needs — humorous, formal or minimalist. While AI is great for short, punchy copy, long-form content needs a different approach.
AI prompts for longer PR copy
Whether you’re writing a press release, blog or eBook, starting with a blank page is always the hardest part. AI can generate a quick first draft that you can revise as needed.
Asking AI to write an entire long-form piece can oftentimes go off track. So, instead, try breaking it down step-by-step. For example, here’s how you might approach a thought leadership article on cybersecurity:
- Ask for an outline: “List eight key cybersecurity trends that mid-sized businesses should prepare for in the next 12 months. Write in an authoritative but accessible tone suitable for a national business publication.”
- Prompt it to refine a certain point: “The fourth point is too focused on enterprise-level infrastructure. Please suggest a version that’s more relevant for mid-sized businesses with limited IT resources.”
- Ask it to expand on a section: “Expand point No.2, focusing on how AI-powered phishing scams are evolving and what practical steps small IT teams can take to defend against them.”
- Prompt it to craft the intro: “Write a 300-word introduction that frames the urgency of cybersecurity for mid-sized businesses, referencing recent data breaches and the cost of recovery.”
- Ask it to wrap it up: “Now write a 300-word conclusion that sums up the trends and encourages leaders to assess their cyber readiness.”
AI prompts for PR brainstorming
When you are trying to be creative, flipping between tools and tabs can drain your inspiration. Meltwater’s AI-powered teammate, Mira, is designed to help you analyze data and develop ideas within your everyday workflows. Using real-time media and social data, along with your saved account searches or author lists, it can help you research industry trends as part of your brainstorming process.
For example, you could ask Mira:
“What topics drove the most social media and press coverage around luxury travel over the past six months within North America? Generate three ideas for campaigns to capitalize on these topics.”
AI prompts for PR campaign planning
Of course, you know how to plan a campaign, but letting AI draft the outline lets you focus on strategy.
You could ask Mira:
“Help me to outline a comms campaign for the launch of a new inflatable kayak with a solar-powered motor that activates when the user is tired.”
Mira will not only draft the plan, but also identify which Meltwater tools are appropriate to build out the full campaign, and can guide you through the next steps.
Prompt Like a Pro: General Tips
Generative AI’s output is only as good as the input. You don’t need to be a prompt engineer. After all, prompting is really about giving good instructions, like you would to a colleague:
- Be Specific: Precise prompts yield precise results.
Instead of: “Tell me about digital PR”
Try: “What are the key differences between SEO and SEM in digital PR?” - Set the Format: Want a checklist, case study, or press release? Say so.
Example: “Give me a case study of a successful Gen Z-focused TikTok campaign. Make sure to include tables for key data.” - Control the Tone: Clarify your style; formal, witty, edgy, etc.
Example: “Give me some fun, playful concepts for influencer outreach campaigns for a fashion startup.” - Manage Length: Short ask? Long deep dive? Specify it.
Example: “Give me a 3-bullet summary on crisis PR benefits” vs. “Write a detailed crisis PR playbook.” - Check for Accuracy: Even the best AI can make mistakes, so always review and fact-check its output carefully.
Example: “Give me the list of sources you based your answer on so I can check them myself.”
Think of AI as your PR teammate
With the right prompts, AI becomes an invaluable teammate, always ready to brainstorm, write, rewrite and refine on demand. It’s great for a first draft, but it’s also a great writing coach, challenging your writing and proofreading your work.
You can use the tips in this guide on any general-purpose AI chatbot. But if you want an AI that’s purpose-built for PR, with access to Meltwater’s unrivaled real-time media intelligence and social data, we recommend Mira, an AI teammate that’s available in all of Meltwater’s PR tools.
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