Public Relations Officer
E1103
Future work distribution
Human only
Collaboration
AI only
This chart shows how the job's tasks split between humans and AI. "AI only" means a task AI can handle without a human — not a job removed: the role recomposes and the human refocuses on judgment, relationships and oversight.
AI Position of the Job
AI Impact on this job
You remain lightly exposed to AI. The tool supports repetitive analytical and production tasks, while relationships, strategic decision-making and coordination remain primarily handled by you.
AI performs repetitive analysis and production tasks, but you retain control over relationships and strategy.
What will change
- Designing or conducting market and public opinion studies: AI quickly collects and processes large sets of responses, extracts trends and drafts summaries, which automates the steps of processing and producing results.
- Measuring the effectiveness of programs and marketing and communication strategies: AI aggregates performance data, generates indicators and visualizations, and produces ready-to-analyze reports, reducing manual compilation work.
- Publishing and updating website and social media content: AI automates the generation of text variants, format adaptation and repetitive publishing, as well as basic moderation of interactions.
What AI will improve
- Publishing and updating content: AI suggests drafts, formats and schedules optimized for your audiences, allowing you to validate the editorial direction and refine the tone.
- Preparing results reports and illustrating data: AI produces charts and draft summaries, speeding up formatting; you provide interpretation, context and strategic recommendations.
- Consulting with production and support to coordinate promotional actions: AI generates briefs, checklists and consolidated schedules to facilitate coordination, while you handle trade-offs, human relationships and final quality.
This result describes the occupation — not your role yet
Adjust your tasks, seniority and context to uncover your real exposure to AI.
For Public Relations Officer, AI can already do 8% of tasks on its own — on average. What about you?
Your strengths against AI
Recommendations & outlook
Skills to develop
- Master AI tools: LLM and specialized monitoring and media analysis tools to design and manage campaigns (LLM + specialized tools)
- Strengthen the ability to interpret and contextualize AI results and translate them into relevant messages (LLM + specialized tools)
- Enhance storytelling, crisis communication, and team coaching, using LLM and specialized tools to prepare, test, and disseminate messages
3-year outlook
In three years, AI will be more deeply integrated to automate repetitive tasks and accelerate media impact analysis. You’ll spend more time advising, managing crises, and nurturing relationships, with AI tools providing faster and more precise insights. Human-AI collaboration will be central to the profession, and the most successful profiles will be those who can orchestrate these tools in the organization’s best interest.
A general LLM assistant is already within reach
Before any specialized software, a latest-generation LLM assistant (Claude, ChatGPT, Mistral Le Chat, Gemini…) is available for this profession. Versatile, it helps draft, summarize, translate, structure or explore ideas. We treat it as a common baseline shared by almost every profession, distinct from specialized tools.
Understand this baselineTurn AI into an HR advantage
Support your people, secure key skills and steer the transition with concrete data.
Tasks most exposed to AI alone
10Tasks most augmented by AI
10Your role isn't an average.
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Frequently Asked Questions
As a Public Relations Officer, no, your profession won’t disappear because of AI. While some repetitive tasks may be automated, your role in building relationships and anticipating crises remains irreplaceable. You’ll evolve toward more strategic positions and oversee the use of AI tools to enhance your effectiveness.
For Public Relations Officers, the number of positions will evolve alongside digital tools, but the need for human communication persists. You’ll collaborate more closely with marketing, data, and reputation management rather than replacing existing functions entirely. Your role will expand to include data analysis and real-time crisis management.
To adapt, focus on strengthening your storytelling, monitoring, and AI ethics skills. Develop your analytical and advisory capabilities, and invest in your professional network and cross-department collaboration. This combination will allow you to craft compelling and responsible messages while leveraging technology for greater efficiency.