In today’s media landscape, marked by a shrinking newsroom and plummeting public trust, PR firms are no longer optional. They are essential.
Whether you’re communicating scientific breakthroughs, public health campaigns, or cultural narratives, your role as a PR professional has never been more critical. And with AI-enhanced tools in your arsenal, you’re more strategic, responsive, and effective than ever.
Below are 10 reasons why PR is more relevant today than perhaps at any other point in modern communications history.
- Local Journalism Is in Freefall
A recent Muck Rack News study shows the number of local journalist equivalents (LJEs) in the U.S. has dropped from 40 journalists per 100,000 residents in 2002 to just 8.2 today. That’s a 75% decline!
More than 1,000 U.S. counties (about one-third) have no full-time local journalist, and two-thirds of counties, which are home to 217 million people, fall below that already low national average. What does this mean for PR?
In many cases, no one is there to provide a first hand, accurate interpretation of the work being done by a government agency, business, or other entity with an important story to tell. They need a voice, and they need to know that your agency can provide it. - News Deserts Are Spreading, and So Is Misinformation The erosion of local news coverage means many communities lack reliable reporting on local governance, culture, and safety, thereby creating “news deserts.” Without local journalists, civic engagement declines and misinformation flourishes.PR firms have a responsibility here. You’re not just filling a void, you’re shaping how the public understands critical information. Critics may view PR as exploiting the absence of independent reporters, which makes transparency and accuracy non-negotiable. The best way forward is to tell stories honestly, ethically, and with the public interest in mind. When PR is done right, it not only informs but also strengthens trust and civic engagement.
- PR Firms Can Earn Their Place in that Information Void
With fewer reporters covering communities, PR pros become the go-to source for accurate, timely, and relevant content if that is what they are providing They ensure that important stories about local organizations, events, or science innovations still reach the public. The more people see you as a truly reliable source, the more they will come to you looking for new information. There is no better way to solidify your position with a client than to earn the trust of an audience on his or her behalf. - The Rise of “Churnalism”: Your Press Release Might Be the News Understaffed newsrooms increasingly repurpose press releases and PR content directly, a phenomenon known as churnalism. This puts PR materials at the heart of what communities read—making it essential that those narratives are accurate, engaging, and matter-focused.In other words, that release you are writing could end up on the front page of a small community’s newspaper. Think of it that way. While your loyalty is certainly to your client, you also have a responsibility to fulfill for those who receive your material. Again, here, there is a trust factor. Maintaining that trust through honest, accurate communication will benefit your client with their audience. That will eventually come back to you in ways that benefit your business.
- Public Trust Is Collapsing, PR Can Help Rebuild It
Public trust in media has plummeted: in 1976, over 70% of Americans trusted mass media; by 2024, 36% reported having “none at all.” PR firms can help restore trust by crafting transparent, accurate, and context-rich stories. This is especially true when audiences are skeptical of traditional outlets.This takes us to the importance of earning that trust. Doing so can be a huge win. But, as our moms always told us, trust is difficult to earn, and incredibly easy to lose. While you want to tell stories that benefit your client, don’t make the mistake of pushing the envelope too far. - AI Is Supercharging PR Efficiency, But Be Careful!
As of mid-2025, 75% of PR professionals have integrated AI into their workflows (up from 28% in 2023), with 60% expecting its importance to grow further over the next five years. AI tools in public relations are handling repetitive tasks such as content calendars, social posts, media monitoring. This frees up PR teams to focus on strategy and storytelling.The key here is to use these tools properly. It is incredibly tempting to overuse AI. It can certainly make life easier. But if you get to a point where AI is creating your content with little or no human oversight, you are asking for trouble.Just recently a member of our team asked ChatGPT for a list of Linkedin groups that would make sense for a client to join. The list shared looked great, except for one problem: AI simply made up a vast majority of the groups on the list. Back checking these facts spared him from major embarrassment with a client. - AI Enhances Strategic Insight & Audience Understanding
PR teams armed with AI gain better insights via sentiment analysis, trend-spotting, and data-driven targeting, thus creating more precise, effective campaigns.This is where AI can be a dream. The research capabilities are a game-changer for all of us. Learning how to efficiently and accurately utilize them can be a massive win for your company. - PR Industry Shifting Toward Strategic Advisory Roles
AI enables PR professionals to become strategic consultants rather than tactical operators. By automating routine work, teams can focus on narratives, audience behavior, and customized communication strategies. Some are calling this the Revolution in PR. - The Human Touch Still Matters Most
AI may generate content, but nuance, context, emotional intelligence, and relationships still belong to humans. As The Times puts it, “AI can help… but it can’t ensure the right messaging or create compelling narratives. … AI doesn’t know what the right result is.” PR professionals bring authenticity, credibility, and narrative depth. - PR Is Now Essential to Both Organizations and the Public AI-powered PR is more than efficiency; it’s resilience. Whether it’s guiding corporations through misinformation, helping public bodies communicate vital information, or supporting scientific institutions, PR is adapting to serve a society craving credible content. With fewer journalists in circulation, organizations, and the public, rely more on PR firms to fill that gap. Enhanced by AI, PR professionals are uniquely poised to deliver reliable, impactful messaging at scale.
As journalism contracts and AI reshapes communications, organizations face both a challenge and an opportunity. With fewer reporters to tell their stories, companies, nonprofits, and associations must rely on PR firms to deliver credible, compelling narratives.
At the same time, AI isn’t replacing public relations, it’s magnifying its value. Chemistry PR & Multimedia combines data-driven insights with the art of storytelling to ensure our clients’ messages rise above the noise. In a world with fewer journalists and more information than ever, we make sure your story is heard, trusted, and remembered.
