Every PR function seems to have an AI tool claiming to enhance it. But amidst this explosion of options, which ones are genuinely helping PR professionals? We asked the people who use them every day. 

While ChatGPT, Canva and Grammarly are in heavy rotation, PR firms in India are building their own stacks and applications to aid them with specific tasks of content generation, customised journo pitches at scale, video assets, reports and sector-specific deep research.

Companies such as Merck have even built their own communications-specific AI assistant, Alfred. This is a story you don't want to miss. Read on. 

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ChatGPT, Canva, Grammarly, in heavy rotation among PR professionals 

Tripti Sharma, co-founder and director of High Hopes Communication Consultancy, uses tools like Grammarly, Jasper, or Copy.ai for drafting and refining press releases. 

Sharma adds that the goal is never to rely solely on AI-generated content. The organisation uses Hypotenuse for content ideation and copywriting, AI Slides for creating visually appealing and well-structured presentations, and Runway for video editing and production.

AI as a sparring partner 

Bindusaara, corporate communications & PR Consultant, ElleQuinn Communications, says, " We’ve built our workflow around key tools that complement our work without overwhelming it. We use ChatGPT and Grok as a sparring partner for brainstorming, and we’ve experimented with AI-based transcription tools when handling video interviews or long webinars.

AI is a big help for transcriptions 

Mahima, PR head at Wishbox Studio, shares her mix of general and PR-specific AI tools, " ChatGPT is a go-to for content drafting, brainstorming ideas, and refining messaging—it’s like having a creative sounding board on hand. 

For quick design needs and social content creation, Canva’s Magic Studio is incredibly handy. It allows me to generate creative mock-ups or adapt visual assets swiftly, especially useful during tight turnarounds. When it comes to transcribing client calls or interviews, Otter.ai provides accurate and time-saving transcriptions, which are a huge help during content development or reporting.

On the analytics and media monitoring front, tools like Meltwater and Mention help track brand coverage, monitor sentiment, and gather valuable insights. Together, this tech stack helps me stay efficient, creative, and informed, without losing the human touch that’s so essential in PR."

Arushi Gulati, senior manager PR & Communications, Burger Singh, uses ChatGPT as a daily assistant. I also use Canva’s AI tools occasionally to create visual references and social mock-ups. Grammarly GO is in the mix too, mainly for quick rewrites.

AI for Infographics 

Chanchal, CEO and co-founder, Media Mingle PR, shares that, "AI has been a blessing in disguise. What previously consumed a day or two, such as developing organized, well-phrased articles or strategic content, can now be accomplished within an hour or two, with more time available to optimise the messaging.

 One of the biggest advantages I’ve experienced is how it assists in building creative infographics, transforming raw data into visually engaging content that tells a story. This has made my work far more efficient and impactful, especially when handling multiple campaigns simultaneously."

Nidhi Sharma, Sr PR and Communications, CREDAI, also actively use AI in her PR workflow, "I often rely on AI tools to research data points and gather relevant insights while drafting press releases and articles."

Raghavendra Rao, brand PR & tech consultant, feels that AI definitely takes the burden off the shoulders when it comes to assisting in various work areas. 

Rao adds, "But what I generally do is that I prepare a note based on the client's needs, brief and situation now. For vetting the same, I use AI so that I don’t copy and paste what is generated. This helps me to stay original, which the client also appreciates and also gives me the advantage of delivering quality output. I use this at various levels of the work areas. AI comes with a statutory warning: “Use me selectively.”

Elisha Saigal, founder & CEO, El Sol Strategic Consultants,  feels that, “AI tools are not replacing the heart of Public Relations, it is aiding in operations and making room for critical thinking. Our team makes effective use of AI tools to simplify day-to-day needs - media monitoring, sentiment analysis, data-driven solutions (with critical thinking), building creative plans and framework for content, to enable them in effectively utilising time in focusing on what truly drives impact: strategic thinking, creative storytelling, and building trust at scale." 

Note-taking AI assistants 

Nupur Bhatnagar, strategy consultant, lists that, "I would generally use AI tools to analyse the potential reach and engagement of content (headlines, keywords, and overall structure), Social media platform tools for scheduling posts, translation or transcription tools for AV content and analytics tools to analyse PR campaign performance.

The most handy tool is my AI-assistant, who now attends my client meetings as a partner and not only takes meeting notes but clearly defines the key takeaways and next steps. A few tools/platforms I use are: Surfer SEO, Hootsuite, Otter.ai, Cision, IMM, and many more."

Charu Chellani, an independent consultant - PR & Marketing and a solo woman traveller, also uses ChatGPT (OpenAI) for drafting media pitches, refining messaging, brainstorming campaign ideas, and generating press release outlines. Additionally, Canva with AI features is used for designing pitch decks, social media content, or press kits quickly and professionally.

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