UK AI Exposure · Professional occupations
Public relations professionals
Public relations professionals plan, organise and co-ordinate the activities that promote the image and understanding of an organisation and its products or services to consumers, businesses, members of the public and other specified audiences.
- Employees (UK)
- 39k
- Median annual pay
- £36,336
- Exposure score ?
- 2.3/10 Low 9.4/10 Very high strict reading · with tools is 9.4/10 with-tools reading · strict is 2.3/10
- Wage exposure
- £326m £1.33bn
Higher exposure than 85% of the 379 UK occupations we scored.
What this score means
A handful of tasks in this role are touchable by AI, mostly around paperwork, scheduling and basic writing. The shape of the role stays the same - some parts just get faster.
If you're in this role, here's what to do now
Pick the two or three most repetitive things in your week and try an LLM on them. Most people underestimate what Claude or ChatGPT can already do for admin-shaped work. The time you get back is the dividend.
Almost every routine task in this role is within reach of today's language models. Roles at this level are getting rebuilt - often not by disappearing, but by one person using AI to do three or five people's output.
If you're in this role, here's what to do now
You don't need to be afraid. You need to be the person doing the rebuilding. The operators who learn to direct AI at scale in this kind of work become hugely valuable. The ones who wait to be told what to do get told what to do - and that thing is often 'we don't need as many of you anymore.'
Where a project with Alex usually starts for this role
These are the highest-importance tasks a language model can already handle directly today. In a typical engagement the first wins come from building workflows around these, so they stop eating your team's time.
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Post and update content on the company's Web site and social media outlets.
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Write press releases or other media communications to promote clients.
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Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
These are the highest-importance tasks AI can already handle when paired with the right tools and context. In a typical engagement the first wins come from building workflows around these — usually the difference between an LLM that can technically do the job and one that actually does it inside your business.
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Respond to requests for information from the media or designate an appropriate spokesperson or information source.
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Post and update content on the company's Web site and social media outlets.
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Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Every role has three or four wedges like these. Finding them takes an hour. Turning them into a workflow your team actually uses takes a few days. Talk to Alex about a project →
The full task breakdown
Every O*NET task for this occupation, split by what AI can already do unaided versus what still needs a human. Importance is O*NET's 1–5 rating of how central each task is to the role.
Tasks via O*NET "Public Relations Specialists" (27-3031.00).
What AI can already do
4 of 18 tasks · unaided
Post and update content on the company's Web site and social media outlets.
Write press releases or other media communications to promote clients.
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Prepare or deliver speeches to further public relations objectives.
Where humans still hold the line
14 of 18 tasks
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Coach client representatives in effective communication with the public or with employees.
Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
Coordinate public responses to environmental management incidents or conflicts.
Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
Develop marketing campaigns for environmental technologies or services.
Purchase advertising space or time as required to promote client's product or agenda.
Tasks via O*NET "Public Relations Specialists" (27-3031.00).
What AI can already do
17 of 18 tasks · with tools
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Post and update content on the company's Web site and social media outlets.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Write press releases or other media communications to promote clients.
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Coach client representatives in effective communication with the public or with employees.
Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
Coordinate public responses to environmental management incidents or conflicts.
Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
Prepare or deliver speeches to further public relations objectives.
Develop marketing campaigns for environmental technologies or services.
Purchase advertising space or time as required to promote client's product or agenda.
Where humans still hold the line
1 of 18 tasks
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
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Methodology
This role's exposure score comes from Eloundou et al's 2023 GPT task labels, aggregated by O*NET importance within each O*NET-SOC code, then bridged to UK SOC 2020 via ISCO-08 (ONS Vol 2 coding index) and US SOC 2010 (BLS crosswalk). Employment and median pay come from ONS ASHE Table 14.7a, 2025 provisional. ASHE covers employees only, so self-employed workers are not counted.
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