Artificial Intelligence in PR: Help or Hindrance for South African Communicators?
In South Africa’s evolving public relations (PR) landscape, artificial intelligence (AI) is no longer a futuristic concept — it’s here, it’s fast, and it’s transforming how we work. From media monitoring to content creation, AI tools are already reshaping time-intensive processes. But here’s the catch: no matter how advanced the tech becomes, PR still demands a human touch.
The Real Race: AI-Enabled vs. AI-Ignorant
In a recent interview hosted by PRWeek’s Steve Barrett, industry leaders from Microsoft, We Communications, and the USC Center for PR highlighted a key takeaway:
“AI isn’t coming for your job — but someone who knows how to use AI better than you might be.”
In stakeholder communications and investor relations, this insight is especially true. The divide is no longer between man and machine, but between professionals who leverage AI — and those who ignore it.
How AI Empowers PR Professionals
AI is not the enemy. It’s an efficiency enhancer. Here’s how AI tools are helping South African PR and comms professionals:
Real-Time Media Monitoring
- Instant sentiment analysis
- Cross-platform reputation tracking
- Market-specific media intelligence
Smarter Content Generation
- Drafting press releases and reports
- Summarising lengthy ESG or annual documents
- Faster turnaround for first drafts and ideation
Enhanced Stakeholder Targeting
- AI-assisted behavioural analysis
- Better alignment of messaging with stakeholder needs
- Streamlined audience segmentation
Advanced Crisis Simulations
- Predictive sentiment modeling
- Scenario testing before a crisis hits
- Improved readiness and response strategies
These tools reduce administrative load, giving PR teams more time for strategy, storytelling, and stakeholder relationships — the real value drivers.
What AI Can’t Do (And Why It Matters)
AI can’t:
- Build trust
- Navigate complex boardroom dynamics
- Replace face-to-face interactions
- Capture the nuance of cultural context
In 2025, we’ve made in-person engagement a key strategy. From padel matches with partners to curated events, we’ve prioritised connection.
One such event — “What Trends Are Shaping Marketing Success in 2025?” — co-hosted by Decusatio and Ornico on 27 February, was a powerful example. Ornico CEO Oresti Patricios unpacked South Africa’s marketing data trends, sparking insightful dialogue and building real-world relationships. No algorithm can replicate that.
Let’s Combine High Tech With High Touch
The future belongs to those who understand when to use AI tools — and when to show up in person. In a world of increasing automation, human connection becomes a competitive edge.
“Stakeholders don’t invest in machines — they invest in people.”
At Decusatio Investor Communications, we help clients amplify their message through a blend of technology and human insight.
Want to Connect in Person?
Join us at our next stakeholder insights session or monthly padel networking event. Reach out to our Client Success Officer, Jade Hurst, at jade@decusatio.co.za to find out what’s coming up — or follow our journey on LinkedIn. Visit our Contact Us page.