This audit measures whether AI tools are replacing the instincts that make PR work actually land with journalists and stakeholders. You will find specific gaps where AI handles the mechanics while your real judgement gets sidelined.
Before you use AI to draft a press release, write the core narrative sentence yourself. If you cannot do this without AI, you do not yet know what you are actually saying.
When media monitoring AI flags coverage as important, re-read the original article before briefing anyone. Notice what tone the summary missed. This gap is where your value lives.
In crisis response, make the go or no-go decision before you touch AI. Only use AI to help you communicate a decision you have already made based on your read of the moment.
Maintain one journalist relationship where you never use AI briefing materials. Call them cold. Notice what you remember versus what you would have looked up. This trains your instinct.
Set a rule: AI can help you execute faster, but never as your first read on what is happening. Your reading of coverage, journalist behaviour, and media cycles must come from you.