Over the past year, I’ve had the opportunity to learn from some fantastic minds in AI - completing a number of really insightful AI programmes.
As someone who works in PR and communications, I’ve made it a priority to stay ahead of this rapidly evolving technology and explore how it can be used to support and enhance PR efforts—particularly for small business owners and entrepreneurs who may not have the luxury of an in-house PR team.
While AI isn’t a silver bullet, when used correctly, it can speed up and refine your PR strategy—helping with everything from crafting media pitches to writing press releases and positioning you as a thought leader. The key is knowing how to prompt AI properly to get high-quality, relevant responses rather than generic, unusable content.
Here’s how to leverage AI prompts like a pro to get the best PR results for your business.
1. How AI Can (and Can’t) Help with PR
Before we dive into the prompts, let’s be clear: AI is a tool, not a replacement for PR expertise.
✅ What AI Can Do for PR:
Brainstorm fresh angles for media pitches and thought leadership articles.
Speed up content creation for press releases and pitches.
Help refine messaging by suggesting clearer or more compelling ways to phrase things.
Summarise key points from longer PR documents.
❌ What AI Can’t Do:
Build media relationships (journalists and editors still want real human interaction).
Guarantee media coverage (AI can help with pitches, but securing coverage is about storytelling and strategy).
Fact-check itself (AI generates content quickly, but you still need to verify its accuracy).
The most effective way to use AI for PR is to combine it with human insight—using AI to draft and refine, while you edit and personalise for impact.
2. Mastering AI Prompts for PR Success
AI is only as good as the instructions you give it. If you ask AI vague or generic questions, you’ll get vague or generic answers. The secret to getting high-quality PR content from AI lies in priming it correctly and structuring your prompts the right way.
A. Primers: Getting AI to Think Like a PR Pro
Before you ask AI to generate something, set the stage by giving it a role and specific instructions. This is called priming the AI.
💡 Example of a Weak Prompt:"Write a press release about my new product."
💡 Example of a Strong Prompt with a Primer:*"You are an experienced PR professional who specialises in small business communications. You write engaging, journalist-friendly press releases that secure media coverage.
Now, based on this role, write a 400-word press release announcing a new eco-friendly cleaning product. Include:
A compelling headline
A strong lead paragraph with the most important details
A quote from the founder
A clear call to action at the end."
Why this works: It tells AI who it is, what it’s doing, and what’s expected.
B. AI Prompts for PR Pitches and Press Releases
While press releases can still be useful, especially for official company announcements, journalists today prefer well-crafted, personalised pitches over generic releases. AI can help you with both—if you use the right prompts.
AI Prompt for a Press Release
✅ Primer:"You are a media-savvy PR consultant who crafts compelling press releases for small businesses. Your writing is clear, engaging, and formatted for journalists."
✅ Prompt:*"Write a press release for a small business launching a new range of sustainable home products. The release should be under 400 words and include:
A strong newsworthy angle
A compelling opening paragraph
A quote from the founder
A clear call to action for journalists."
AI Prompt for a Media Pitch (More Important Than a Press Release!)
A great media pitch grabs attention quickly and makes a journalist want to cover your story.
✅ Primer:"You are a PR strategist helping small business owners pitch their stories to the media. Your pitches are concise, engaging, and relevant to journalists' interests."
✅ Prompt:*"Write a media pitch for a New Zealand business that just launched a unique subscription box for busy parents. Keep it under 150 words and include:
A compelling subject line
A strong opening hook that highlights why it’s newsworthy
A personal connection to the journalist’s past work
A clear ask (offering an interview or sample)"*
✅ Follow-Up Prompt to Improve It:"Now make this pitch even more engaging by adding a human-interest angle or personal story."
Using AI to brainstorm angles and refine your pitch can help you land more media coverage with less effort—but always personalise the final version before sending!
3. AI Prompts for Thought Leadership & Expert Positioning
Media coverage isn’t just about your product or service—it’s about you as a leader in your industry. Writing thought leadership articles or opinion pieces can help position you as an authority and attract opportunities like podcast interviews and speaking gigs.
AI Prompt for Thought Leadership Articles
✅ Primer:"You are a business journalist writing for a publication like the NZ Herald or Stuff Business. Your articles provide fresh insights and practical advice for entrepreneurs."
✅ Prompt:*"Suggest three unique article ideas for a small business owner in the wellness industry to pitch to a business publication. Each idea should:
Address a current industry trend
Offer a fresh perspective
Showcase the entrepreneur’s expertise"
✅ Follow-Up Prompt:"Now draft a LinkedIn post based on one of these ideas, positioning the entrepreneur as an expert while keeping the tone conversational and engaging."
AI can help refine and shape your thought leadership content—but you need to inject your own voice and personal experiences to make it stand out.
4. Using AI for PR the Right Way (Without Sounding Like a Robot)
To make AI actually useful in your PR strategy, follow these golden rules:
✅ Always Edit AI-Generated Content – Think of AI as your drafting assistant, not your final copywriter.
✅ Fact-Check Everything – AI sometimes makes up data or gets details wrong. Always verify before publishing.
✅ Add Personality & Storytelling – AI can structure a pitch, but your experiences, passion, and insights make it compelling.
💡 Example of Refining an AI-Generated Pitch:
1️⃣ AI Output (Bland): "Our company is revolutionising the wellness industry with an innovative product that supports optimal health."
2️⃣ Refined for Impact: "I started [business] because I was tired of wellness products that overpromise and underdeliver. Here’s how we’re doing things differently."
5. The Future of AI in PR: A Small Business Superpower
AI isn’t here to replace PR expertise—it’s here to empower small business owners with the tools they need to take control of their brand’s visibility.
By learning how to prompt AI correctly, you can:✔ Get faster, smarter PR ideas✔ Craft more effective media pitches✔ Position yourself as a credible industry expert
If you’re ready to take control of your PR and amplify your brand’s story, you could start experimenting with AI prompts and then get me to sense check your work, for as little as $159 each month with My Publicity Coach!
But remember, PR is about relationships and storytelling, not just automation - so think of AI as a tool to assist, not take over.
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