Young professionals entering public relations are confronting a shift in how artificial intelligence is woven into daily tasks, according to a recent panel hosted by intern Lilibet Kirwan. The discussion, part of the “Heard on the Streets” series, focused on the ways Gen Z practitioners balance creativity with AI‑driven tools.
Panelists outline AI’s role in modern PR work
The virtual roundtable featured a mix of emerging talent and student leaders: A’Mya Kendrick from Eastern Kentucky University, Kiley Fenn of the University of Tennessee, Courteney Sykes representing Clark Atlanta University and Florida State University, and Kirwan herself, a marketing intern at Newsmatics.
Panelists agreed that AI platforms are now routine for drafting press releases, monitoring media mentions, and generating social‑media copy. Fenn said the same tools help her refine headlines, while Sykes emphasized the ability to test multiple messaging angles quickly.
Despite the efficiency gains, the group warned against over‑reliance on algorithms. Participants highlighted the need for a human review step to ensure tone aligns with brand values.
Balancing speed and authenticity
One common thread was the tension between rapid output and maintaining a unique voice. The speakers described using AI as a “first draft” that they then personalize.
When asked how AI influences creativity, the respondents suggested it serves more as an inspiration source than a replacement for imagination.
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In the middle of the conversation, the discussion turned to how these habits compare with previous generations. The current cohort appears to treat AI as an extension of their skill set, similar to how earlier PR practitioners adopted email and social media. This shift suggests a broader cultural acceptance of technology as a collaborative partner rather than a disruptive force.
Interns also raised concerns about ethical considerations. The panel highlighted the importance of transparency when AI‑generated content is used, especially in crisis communications where authenticity is essential.
Overall, the session indicated that while AI can streamline many routine aspects of public relations, the underlying strategic thinking remains a human responsibility. The participants expressed confidence that their generation can harness the technology without sacrificing the core principles of the field.
Future research will explore how AI adoption impacts client relationships over time.
The full panel recording will be released on YouTube in the coming weeks, promising a deeper look at the insights shared. Viewers are encouraged to follow the “Heard on the Streets” series for additional episodes and interviews.
