Automation with a human touch: why AI needs PR instincts

AI is everywhere in the headlines. Tools that promise to draft, polish and publish your communications at the click of a button are multiplying by the day. For many in the property world, this sounds both tempting and unnerving. Could a machine really take care of press releases, newsletters or market updates?

The truth is more balanced. Automation can be powerful, but it cannot replace human instincts. And in PR, instincts matter.

Why property PR isn’t just words on a page

A good announcement isn’t about filling space. It’s about recognising which detail will land with a journalist, which headline will catch attention, and which angle is better left unsaid.

PR relies on judgement:

• spotting the newsworthy thread in a routine transaction

• understanding sensitivities around a deal or a client relationship

• choosing the right tone for different audiences

No algorithm has that instinct. That’s why property PR will always need human direction at its core.

Where automation shines

That doesn’t mean AI has no role to play. Quite the opposite.

Most of the work around a press release isn’t about judgement, it’s about repetition. One story often needs to be reformatted six different ways:

• a news update for the website

• a LinkedIn post

• a line for the client newsletter

• a summary for the database

• structured data for search

• sometimes a tailored note for agents or investors

These aren’t creative decisions, they’re production tasks. And they’re exactly where automation earns its place — saving time, keeping the tone consistent, and getting news out quickly before it goes stale.

The future of PR is human and machine

The best results come when instinct and automation work together.

• Humans decide the story. They know the client, the context and the media landscape.

• Machines multiply the output. They handle the formats, the versions and the mechanics.

That partnership allows PR teams to focus on what they do best, storytelling and relationships, without being slowed down by the repetitive legwork.

At Net Yield, we’ve built Realiser with this in mind. It doesn’t replace PR instincts. It supports them, turning one carefully written announcement into a suite of ready-to-use content.

A final thought

AI in PR isn’t about removing judgement, it’s about amplifying it. The firms that thrive won’t be those that hand everything over to machines, but those that combine human expertise with smart automation.

That balance, human and machine, is the real future of PR.