Will AI replace Public Relations Specialists?
Estimated risk score: 62 out of 100
Moderate replacement risk
Estimate from published task research, not reviewed by a person · how we estimate
Within about 19 points for 4 in 5 of the jobs we checked (43 to 81).
Content Marketer? We score that job by hand: 78/100
For the occupation as a whole, from ratings of its 18 O*NET tasks published in 2023 and calibrated to our hand scores. A specialty inside it can sit higher or lower.
O*NET-SOC 27-3031.00 · Arts, Design, Entertainment, Sports, and Media
Tasks rated in 2023 as ones AI could do or speed up
Tasks a GPT-4-class model could do, or do in half the time or less: 6 of its 18 rated tasks. In O*NET’s words.
- Post and update content on the company's Web site and social media outlets.
- Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
- Write press releases or other media communications to promote clients.
- Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
- Purchase advertising space or time as required to promote client's product or agenda.
- Prepare or deliver speeches to further public relations objectives.
Tasks rated in 2023 as not sped up by AI
Tasks such a model was rated as not speeding up or taking over: 1 of its 18 rated tasks. In O*NET’s words.
- Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
What the job is
Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.
Also called: Public Affairs Specialist, Public Relations Specialist (PR Specialist), PR Rep, Lobbyist, Publicist, PR Officer, Press Agent, PR Counselor.
Scored by hand
We score Content Marketer (78) by hand: a related job, so the numbers can differ.
Source. This site includes information from the O*NET 30.1 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA. USDOL/ETA has not approved, endorsed, or tested these modifications. (O*NET, CC BY 4.0.) Task ratings: Eloundou, Manning, Mishkin and Rock (2023), “GPTs are GPTs: An Early Look at the Labor Market Impact Potential of Large Language Models”, data used under the MIT licence (licence texts). Our change: we averaged the ratings over this occupation’s tasks and calibrated them to our 0–100 scale. It is not a prediction about any one person and not career advice. Disagree? Write to hello@yourstopwashit.com. How we estimate