7 Top Pitfalls to Avoid When Using AI in PR

By Sarah Huard

April 17, 2025

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AI is taking over the PR industry in unexpected ways. Some feared that generative AI, in particular, would eliminate many PR jobs, but it turns out 92% of PR pros are now either using or considering using AI in PR work flows. In other words, humans + AI is now the norm for the comms industry. 

However, this shift hasn’t been without its challenges. 

Journalists’ inboxes are flooded with AI-generated pitches, some riddled with factual errors or awkward phrasing that make it clear no human reviewed them before sending. There have also been high-profile AI blunders, from chatbots generating inappropriate or misleading responses to AI-generated content plagiarism or fabricating quotes. In some cases, companies have faced backlash when AI-powered PR campaigns unintentionally went afoul of cultural sensitivities.

Here’s what you need to know about how to avoid the biggest pitfalls for AI in PR.

1. AI in PR Can Lead to Lack of Proofreading and Research

Let’s just get this obvious one out of the way and say don’t send out anything that was written by AI until you’ve thoroughly checked for mistakes and “hallucinations.” It bears repeating because even professional lawyers have fallen into the trap of relying on ChatGPT in legal proceedings, only to find that it makes up entire court cases. 

In another instance, I remember one time when I used the acronym “IRA” in an AI prompt, referring to the Inflation Reduction Act. The AI took this to refer to an “individual retirement account,” but that acronym can also refer to the Irish Republican Army. Those are very different topics. This is why the human element is so important through the entire PR process. 

So, do the bare minimum and make sure you don’t embarrass yourself or your company with an AI-generated error. 

2. Automated Emails that Ignore World Events

Many PR pros tout the ability of AI-based tools to automatically send pitches around the clock or on a set schedule. But it’s important to remember that, while you can use AI to send your emails, the folks on the receiving end might be in the middle of a catastrophic event of some kind. When a location is in distress due to a tragedy or local disaster, you need to be sensitive. 

For example, the recent devastating fires in L.A. caused many PR pros to avoid sending any emails to LA-based journalists. Many local reporters were covering the fires or reeling from their own loss of property or danger to loved ones. 

Last year’s brutal hurricane activity was another example of keeping major events in mind as you reach out to journalists. If you are oblivious to natural disasters or other tragedies when you send your emails, you risk coming across as callous at best. Some journalists will even put you on blast on social media for missteps like this. 

So if you’ve scheduled emails a week in advance, maybe just do a quick search to be sure that the people you planned to send to are still in a good position to receive your message. 

Want to explore the topic deeper? Check out my recent blog post on pitching during a catastrophic event: 5 PR Mistakes to Avoid When Pitching in Disaster Areas

3. Overused Wording

When journalists start to see the same wording over and over in pitches, they may begin to dismiss any that seem too generic or that use the typical wording of AI tools like ChatGPT. 

To avoid this, consider removing words or phrases that are usually associated with AI in PR. Some examples or words to avoid include: 

• Cutting-edge
• Groundbreaking
• Transformative
• Seamless
• Actionable
• Revolutionary
• Unprecedented
• Dynamic

As for overused phrases, here are some to watch out for: 

• At the forefront of (e.g., “at the forefront of innovation”)
• Redefining the industry
• A game-changer
• A paradigm shift
• Shaping the future of
• Harnessing the power of
• Pushing the boundaries of
• A pivotal moment for

Another thing to consider is that AI tools heavily use em dashes. As an example, I asked ChatGPT to write a pitch for this blog post, and this was one of the paragraphs it came up with: 

“As AI tools rapidly transform PR workflows, it’s critical to address the challenges that come with this shift. This article would explore common pitfalls—like over-relying on AI for strategy, sacrificing authenticity, or misinterpreting data—and provide actionable insights to ensure brands use AI to enhance rather than undermine their PR efforts.”

You could easily replace the em dashes here with commas to make the text sound less like AI. However, I don’t think em dashes are bad. Simply use them in moderation. 

4. Repetitive Structure

Beyond overused wording, another common AI in PR pitfall is a repetitive format. Many PR pros default to a predictable structure in their pitches: context, quote, three bullet points, and a call to action. While this might seem like a solid approach, journalists receiving dozens of similar pitches each day can quickly spot the pattern and tune out.

Here’s an example of what that might look like in a typical AI-generated pitch:

Subject: Expert Available: How AI is Revolutionizing PR Strategies

Hi [Journalist’s Name],

As AI continues to transform industries, its impact on PR is more significant than ever. Companies are leveraging AI-driven tools to optimize workflows, enhance media outreach, and streamline messaging strategies. But with these advancements come challenges.

“[Company Name] is at the forefront of this shift,” says [Spokesperson Name], [Title]. “Our latest research shows that PR professionals must be mindful of how they implement AI to avoid common pitfalls.”

Key insights include:

• AI-generated content requires human oversight to ensure accuracy and authenticity.
• Personalization matters—journalists prefer tailored pitches over generic AI-generated messaging.
• Timing is crucial—AI can schedule outreach, but sensitivity to real-world events is essential.

Let me know if you’d like to connect with [Spokesperson Name] for an interview or need additional insights.

This structure isn’t inherently bad, but when every pitch follows this formula, it stops standing out. Instead, consider mixing it up: try starting with a compelling statistic, leading with a question, offering a direct takeaway, or adjusting the format based on the journalist’s beat.

By varying your structure, you make it more likely that your pitch will catch a journalist’s attention rather than blend into the AI-generated noise.

Need a refresher on PR pitch basics before diversifying your approach? Check out our guide: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

5. Generic and Evergreen Content

One of the biggest pitfalls in using AI in PR is relying on it to generate pitch ideas from scratch. AI tools are trained on existing data, so when left to their own devices, they tend to regurgitate generic, evergreen topics rather than offering fresh angles. For example, if you ask AI to suggest story ideas about artificial intelligence in PR, it might come up with something like:

“Why AI hallucinations are a concern”
“How AI in PR is transforming the industry”
“The pros and cons of AI-generated content”

These topics aren’t necessarily bad, but they’re broad, overdone, and unlikely to excite a journalist looking for a timely or distinctive angle.

Instead of expecting AI to come up with original ideas on its own, use it as a tool to build on real-world developments. Feed it recent news articles, industry reports, or proprietary data, then prompt it to generate ideas based on that fresh input. For example:

• “Here’s a summary of a new FTC ruling on AI-generated content. What are some PR story angles based on this update?”
• “Here’s an article about a major tech company that just made a PR blunder involving AI bias. What lessons can brands take from this situation?”
• “We surveyed 500 PR professionals on AI in PR adoption. Below are the results. What insights can we highlight for journalists?”

By grounding AI in current events and new information, you’re more likely to generate pitches that are relevant, timely, and actually worth covering.

You can also use our Industry Database to get fresh ideas for pitches. We feed our AI recent news articles from top tier and niche industry publications, resulting in weekly updated insights.

6. AI in PR Can Result in Incorrect Personalization

I’ve seen a lot of talk about how useful AI can be for adding personalized intros to pitches based on what journalists cover, and that’s absolutely true. In fact, it’s a feature that Preston, our AI-enabled product at Intelligent Relations, offers. 

The thing is, if the AI doesn’t have access to the latest articles from that journalist, it’s possible that the reporter has moved on to covering new beats and your pitch could end up being outdated and irrelevant. Always check to make sure, particularly if you’re using a tool that doesn’t update journalist profiles based on the latest coverage. 

Also, if a journalist has already covered a particular topic, they might no longer be interested in that topic, at least not in the way that they wrote about it before. Always be sure to add a distinctive angle when you’re piggybacking on previous coverage. 

For more info on how AI personalization and journalist matching works in Preston, feel free to set up a free consultation with us. We’ll show you how it would work for you. 

7. A Lack of Sensitivity

Bias is one of the most well-documented issues with AI, and it’s a real concern with AI in PR.

AI models are trained on massive datasets that inevitably contain biased or culturally insensitive perspectives. When those biases slip into AI-generated content, the results can range from mildly tone-deaf to outright offensive.

For example, an AI generating content for International Women’s Day might feature outdated or clichéd language, such as emphasizing women’s “nurturing” qualities over their achievements in business, science, or politics, failing to reflect the diversity of women’s experiences. Or, for Black History Month, an AI model might recommend using outdated or offensive terminology that is no longer acceptable.

The takeaway?

Trust your human empathy before you trust a bot. AI can help with efficiency, but it lacks the ability to grasp nuance, context, and emotional impact. Always review AI-generated content through the lens of cultural awareness, current events, and common sense.

Final Thoughts

AI is a powerful tool in PR, but it’s just that: a tool. While it can speed up workflows, enhance personalization, and generate ideas, it can’t replace the strategic thinking, ethical judgment, and human relationships that define effective communication. The best results come from using AI to assist, not to replace, human expertise.

By approaching AI with a critical eye, fact-checking outputs, refining generic suggestions, and ensuring sensitivity in messaging, you can harness its advantages without falling into common pitfalls. PR is ultimately about trust, and AI should support that goal, not undermine it. The key is to strike a balance: let AI handle efficiency, but let humans guide the message.

If you would like to learn more about how to use AI in PR and how AI PR tools work, book a demo with our team. We’ll show you how AI best practices can help not hurt your PR strategy.