"It turns out the other agency was likely an AI agency-basically an AI prompt guru using ChatGPT to churn out generic pitches and fire them off in a scattershot approach. It was no surprise that this "campaign" yielded zero results-not a single media hit on a Series A investment of more than $100 million."
"AI cannot be the foundation of your entire PR strategy. Even the best prompts cannot generate the impact of a seasoned team. Plus, as this client discovered, an AI agency may be cheaper, but you get what you pay for. Ultimately, they wasted thousands of dollars on AI and still had to spend more to get the coverage their announcement deserved."
A PR firm CEO describes losing a contract to a cheaper AI-based agency for a major funding announcement campaign. The client later returned after the AI agency's generic, scattershot approach yielded zero media coverage. The PR firm then successfully secured 179 placements, including a coveted TV financial news interview. While acknowledging AI's utility in PR work, the CEO emphasizes that AI cannot serve as the foundation of PR strategy. Seasoned professionals provide irreplaceable strategic judgment, industry relationships, and contextual understanding that generic AI prompts cannot deliver. The client ultimately spent more money recovering from the failed AI campaign than investing in professional PR services from the start.
#ai-limitations-in-pr #professional-services-value #media-relations-strategy #cost-versus-quality #human-expertise
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