The Do’s and Don’ts of Using AI in PR & Marketing

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AI isn’t the shiny new toy anymore, it’s the colleague who somehow got promoted overnight, got invited to every meeting, and now has opinions on your brand tone of voice. If you work in PR, marketing or media, chances are you’re already using it (and you’ve probably named your AI agent something like 'Karen’.)  

Here’s the real tension: AI can make you look like a genius, or it can make it obvious you handed your brand over to a robot and walked away. When AI is used correctly, it can tighten your copy, speed up your workflows, streamline your reporting, help you build your media list, repurpose your content and act like the digital PR assistant you never have to pay overtime. When your prompt is mistaken, AI can flatten your brand voice, hallucinate facts, push out SEO soup and pitch journalists with the personality of a filing cabinet.   

Everyone’s using AI. But not everyone’s using it well. 

So instead of rehashing the usual “AI is the future” talking points (we get it), here’s the real conversation. The do’s and don’ts for using AI effectively in PR, marketing and media… without losing your voice or credibility. 

DO: Use AI to Work Smarter, Not Harder  

Think of AI as your digital assistant, great at the boring stuff, handy when you’re short on time, and always ready to help — but not your replacement, not your rival, and definitely not the boss running the show. 

You can prompt AI to help you: 

• Break down anaylitical data  

• Summarise coverage for PR reports  

• Generate content variations for different channels  

• Spot emerging trends before they hit TikTok  

It’s your software sidekick; obsessed with admin, so you don’t have to be, and free to focus on the good stuff! 

DON’T: Rely on AI to Make Strategic Decisions for You

It can crunch numbers, but only you understand nuance, timing, culture, context, and most importantly your audience – the humans behind all the data. Not the numbers, not the dashboard, not the algorithms. Humans understand humans, and that’s something AI will never truly master (unless one day it develops trauma and overthinks text messages, but we’re not there yet ... thankfully!)

DO: Use AI to Optimise SEO  

You already know your key search terms. You know what your audience is Googling at 11pm, the problems they’re trying to solve, the questions they’re asking — and how your brand is the answer they’re searching for. 

If you’ve got a list of 20 search terms? 

 You can prompt AI to help you:  

• Turn each one into a blog post idea (or better yet a blog post for each audience)  

• Build content outlines that answer search intent  

• Craft meta descriptions  

• Fill content gaps you didn't even realise existed  

DON’T: Treat SEO Like a Keyword Competition

Stuffing every term you can find into one paragraph won’t make you rank. It just makes you sound like a malfunctioning robot trying to write a haiku. 

Keep it human. Keep it helpful. Keep it readable.  

 DO: Use AI to Personalise Content at Scale  

The days of one-message-for-everyone are done. Personalisation wins. 

AI can tailor content to match audience behaviour, interests and channels without you rewriting the caption 19 times.  

You can prompt AI to help you: 

• Email variations  

• Personalised ad copy  

• Digital content repurposing   

DON’T: Let AI Erase Your Brand’s Voice

Over-optimised content reads like a robot talking to another robot. Keep your tone. Keep your personality. Keep those weird little phrases that make your brand unmistakably your brand. 

DO: Let AI Sweat the Data, Research & Monitoring  

AI is built to sift through mountains of information without so much as breaking a sweat (lucky, right?)  

You can prompt AI to help you: 

• Flag sentiment shifts 

• Benchmark competitors  

• Analyse large data sets  

• Surface insights that help strengthen your PR reporting 

DON’T: Trust AI Fact-Checking Blindly

Always, always, always cross-check with credible sources. 

AI is brilliant but sometimes it can hallucinate up facts faster than someone running on three hours of sleep. 

DO: Use AI to Speed Up Content Creation  

Staring at a blank page? That’s sooo 2022. 

You can prompt AI to help you: 

• Build outlines that save you hours  

• Rework complex information  

• Repurpose content into scripts, infographics and more 

DON’T: Copy + Paste AI Output and Call It a Day

Editors, journalists, and even your audience can spot content that’s missing personality and banter (sorry, not sorry). Great results need more than typing “do this” into a prompt — they need strategy, context, and clear direction. 

Guide your little robot friend. Don’t let it lead the way. 

DO: Use AI to Repurpose Content Across Channels  

AI can help you turn one great idea into multiple formats. If you want to get the same message across, but in a way that actually works for each platform, AI can help make that possible.  

One great idea can become: 

• a blog 

• a Reel 

• a pitch angle 

• an email 

• a TikTok script 

• a podcast snippet 

• a press release 

• a product description 

With AI, you can adapt fast, without ever compromising creativity. 

DON’T: assume "copy/paste across 7 channels" is a strategy. 

Every platform has its own vibe. You wouldn’t bring Reddit energy to a CEO memo — and TikTok energy? Absolutely not on LinkedIn. 

Your Digital PR Assistant That Isn’t Going to One Day Maybe Take Over the World (We Promise) 

Meet Flaunter, your very real, very human-friendly digital PR assistant.  

Instead of juggling 27 tabs, endless emails, a chaotic asset folder and a “media list” that’s really just a spreadsheet from 2019, Flaunter brings everything together in one place. Think of it as the all‑in‑one PR software built for brands who want to stand out, get seen and get featured — without needing a full PR team (or an AI uprising).  

Flaunter helps you: 

• get discovered by journalists who are already searching for imagery, products and stories 

• showcase your assets beautifully on a brand communication platform media actually use 

• support your DIY PR efforts with a system that feels streamlined and actually enjoyable 

• promote your brand without spamming inboxes 

• make PR for small business feel… doable 

• build media relationships in a way that feels natural, not needy 

• give yourself an always‑on presence where editors, stylists and creators browse daily 

It’s time to let Flaunter be the digital PR tool that actually feels like a partner, minus any risk of world domination. 

Sign up for our free 2-week trial or reach out to the team at hello@flaunter.com for a complimentary discovery call.