Artificial intelligence (AI) is changing the marketing and public relations fields as we know it. Through functions such as learning, reasoning, problem-solving and understanding language, AI’s purpose is to mimic human intelligence. However, it is important to consider AI as a tool rather than a replacement for professionals in the workplace. In marketing and public relations, we can leverage the use of AI for efficiency, accuracy and speed while keeping the originality and creativity of human involvement.
Fields such as marketing and public relations are increasingly embracing AI-powered tools. Below are four of many ways in which AI is impacting marketing and public relations:
Hyper-Personalization
Using artificial intelligence tools allows for hyper-personalized content and campaigns. Through the analysis of large amounts of data that cover customer preferences, behavior, demographics, trends and more, industry professionals can deliver hyper targeted campaigns and content to audiences. These hyper-personalized campaigns can use Natural Language Processing which tailors’ tone and writing style to align with both the audience and the brand identity. In terms of content specifically, hyper-personalization allows for adjustments that are specified to each user such as channel, content type, timing and format.
Content Creation and Optimization
Artificial intelligence can create content such as blog posts, social media captions, press releases and email campaigns through automated writing and generation. Using AI-powered tools when creating content heavily increases speed and efficiency which reduces manual workloads. Also, it ensures consistent tone and writing style across a single brand’s content. Search Engine Optimization (SEO) dives into how AI can optimize content for visibility. The combination of AI-powered content creation and optimization helps websites rank higher in search results and caters content to better align with users. Optimization is done via the recommendation of keywords, phrases, headers, formats and overall readability.
Media Monitoring and Social Listening
Media monitoring is the process of tracking keyword mentions across news sources such as brand names, individual names and topics. Social listening is the analysis of trends and conversations across social media platforms. The enhancement of both processes by AI helps PR teams track brands and competitors as well as manage brand reputations and crises.
Copywriting
The ability for AI to create copy has been revolutionary for the marketing and PR fields. When considering marketing specifically, AI copy allows for a more consistent brand voice across content, SEO optimization and easier social media channel adaptation. For PR, using AI as a tool when copywriting creates a faster press cycle which in turn increases outreach and aids towards crisis communication. Overall, AI copy has been significantly helpful with ideation and content drafting, two very important sectors of marketing and PR.
So, what does AI mean for the future of marketing and PR? Artificial intelligence stands as a tool that can be expertly used alongside industry professionals. Alongside being the operative word, it is important to note that while AI can expertly work with data and pattern recognition, it cannot replace the creative and emotional capabilities of humans. The future of marketing and PR can be defined by more efficient workflows, hyper-personalized user experience and data-driven content.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
You read something your team wrote and think: this doesn’t sound like us.
It’s a common problem. The brand voice gets defined, documented, and shared—but not always used. And without consistency, your brand loses clarity and trust.
You’ve put in the work to write a voice, story, message, personality, positioning. It’s not fluff. It’s the foundation. And once it’s in place, your brand should be ready to show up with confidence and consistency.
But even with a strong platform, the voice doesn’t always come through in practice. When it’s time to write—an email, a landing page, a social post—people fall back on their personal style. That’s when things get messy: one brand, many voices, and no consistency.
This isn’t about control; it’s about your brand being clear. Writing in the brand voice is a skill, and like any skill, it takes practice.
So how do you help your team write with one voice? Start with these:
Use a checklist. Before anything goes live, run through a few basics. Does this sound like us? Would our audience recognize it? Is the tone right for the channel?
Find an edit partner. Someone internal who understands the voice and can help keep things on track. Share drafts. Swap feedback. Bounce ideas around.
Host a brand voice workshop. Get your team in a room and work through real examples together. Rewrite things, discuss tone, talk it out. It’s low pressure and high value—and yes, we can help with that if you want.
When your brand voice shows up clearly and consistently, people start to trust it. And trust is what makes everything else such as marketing, sales, and hiring much easier. You’ve got the voice. Now make sure people hear it.
Ever run out of ideas for your company’s social media?
Managing your company’s social media can sometimes lead to running out of ideas. You’re constantly looking for fresh content that resonates with your audience. To help you keep things interesting, we’ve rounded up seven content ideas. Here’s how you can keep your social media strategy on track:
Testimonials
One of the best ways to build trust with your audience is by sharing real stories from customers. Testimonials are a great way to showcase the impact of your product or service. Whether it’s a video or a success story, customer feedback builds credibility and encourages potential clients to give your brand a try.
Industry News
Stay relevant and informed by sharing important updates and trends within your industry. Post articles, research findings or even your own thoughts on emerging topics. Your followers will appreciate the valuable insights, and you’ll position your brand as a thought leader.
Behind-the-Scenes
Give your followers a glimpse behind-the-scenes! Whether it’s how your products are made or an office event, showing the human side of your business can create a deeper connection with your audience. These posts help to build authenticity and make your brand more relatable.
Employee Spotlights
Your employees are the heart of your company, so why not introduce them to your followers? Feature employee spotlights, where you share fun facts about team members, highlight their hard work and showcase the faces behind the brand.
User-Generated Content
Encourage your customers to share how they use your products and services by inviting them to post photos, reviews or videos. Reposting user-generated content (UGC) not only builds community but also shows appreciation for your customers and their involvement with your brand.
Q&A
Engage directly with your audience by hosting Q&A sessions. You can answer frequently asked questions about your product or service, clarify common misconceptions or offer expert advice.
Throwbacks and Polls
Everyone loves a little fun now and then. Share nostalgic throwback photos or posts or run polls to get your audience’s opinion on relevant topics. Fun content helps boost engagement and shows your brand’s personality.
These seven content ideas will keep your social media engaging while also building a stronger connection with your followers. Try experimenting with different types of posts and see what resonates most with your audience.
My name is Taylor Morgan, and I am the incoming 2025 Sonnhalter PR intern. Currently, I am a senior at Miami University in Oxford, Ohio where I am finishing up my Bachelor of Arts in both Strategic Communication and Professional Writing. Over the past three years, I have had the opportunity to immerse myself in the study of communications, media, public relations, copywriting, and more, with a specific focus on digital and technical communication in cohorts with my professional writing major. I look forward to applying these skills and getting my hands dirty with Sonnhalter this summer!
In addition to focusing on academics, I have also made it a point to engage with Miami University culture. As a university that emphasizes the importance of student organizations, I have found myself participating in and holding leadership positions within many organizations. Currently, I serve as the Vice President of Committees for my sorority Phi Mu Beta Eta. I am also the incoming Vice President of Community Relations for Miami University’s chapter of PRSSA, as well as the incoming Blog Editor for Miami’s largest student-run publication, UP Magazine. My choice to serve on the executive board of three organizations serves as a testament to how valuable their impact has been on my progression as a student and an individual, I have learned lessons that will no doubt be valuable to my transition into the workforce.
I am from Canfield, Ohio, a small northeastern town about halfway between Cleveland and Pittsburgh. Born and raised here, I spent the first 18 years of my life in an even more specific location, a dance studio. Growing up as a competitive dancer, I learned the values of found family, discipline and hard work, all three of which I have carried throughout every part of my life. While I did not continue my dance career after graduating high school, I did find a way to combine my love for the sport with my love for writing. In addition to my involvement in multiple student organizations, I also served as the Newsletter Editor intern for the Miami University Dance Theatre during my junior year, a position that I will carry on into my senior year.
I plan to bring all the skills and lessons I have learned from my time as a dancer, my time in Miami’s organizations and clubs, and the three years of knowledge I have gained from studying strategic communication and professional writing into my summer with Sonnhalter. Having the opportunity to step into the public relations industry and grow my skills will be an invaluable experience. From creating press releases to influencer outreach, social media marketing, blog posts, and more, I look forward to building my portfolio and experience within public relations. I am ecstatic to begin a journey full of growth, new experiences, challenges, and discovery and I am so grateful to do it with Sonnhalter and the PR Team.
For brands, it’s not enough to simply have a presence on social media—they need to be paying attention. That’s where social listening comes in. It’s more than just tracking mentions or counting likes; it’s about understanding conversations and trends in real time to have better marketing efforts.
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand, industry or topic—and then using those insights for your strategy. It involves tracking things like brand mentions (tagged and untagged), industry keywords, competitor names or hashtags.
So why does this matter?
Social listening helps you understand your audience better. You can identify what customers care about or what frustrates them, all of which can fuel better content and stronger customer service. It also keeps you ahead of trends. By social listening, your brand can jump into conversations early, positioning itself as a thought leader.
Brand reputation
Social listening plays a critical role in managing your brand’s reputation. If someone’s talking about you—whether it’s a compliment or a complaint—you want to know about it. Being able to respond quickly shows that you’re engaged and care about your audience. It’s also a great way to keep tabs on competitors. Finally, it drives product innovation. By listening to what people are saying, you can generate ideas for improvements or entirely new offerings.
If you’re ready to put social listening to work for your brand, start small: track a few keywords, analyze conversations and see what insights surface. From there, let the data guide your strategy and help you make smarter, more impactful decisions.
