How I Use AI in International PR, and Why

Continuing my series on AI transforming the way PR is done, and how I use it in my daily work with large, international clients.

According to Muck Rack’s UK State of AI in PR report, two-thirds of UK PR professionals now use generative AI in their work, with 91% stating that it accelerates processes and 75% reporting an improvement in output quality. I’m in that majority. After 25 years in PR, I use AI to support my work daily. I see AI as a supportive and efficient tool rather than a replacement for expertise.

I use AI to:

• Brainstorm, spark new angles and generate first drafts efficiently, which helps when juggling multiple countries and time zones. Eighty-three per cent of my peers also use AI for ideation.

• Research extensively and quickly, identifying new media opportunities and emerging themes in global markets.

• Draft, edit, and refine content from press releases and bylines, always with a critical eye and plenty of human editing. This is standard practice, and almost all UK PRs that use AI always edit the output, with 67% making significant changes to AI-produced content.

• Plan campaign strategy, monitor results, and report on performance quickly, freeing up more time for client counsel and creativity.

  
  

AI is only as good as the experience behind it. The real value comes from combining these tools with several years of experience (in my case 25+ years), international insight, cultural nuance, and sound media judgment, which Mandy Queen PR has. Crucially, my clients know that every piece of work is thoroughly checked, adapted, and context-checked for their target audiences, whether launching in Asia, North America, or closer to home.

Want to know how I can support your next international launch, without losing the human touch? Get in touch for a strategy session.