Fast but Forgettable: How AI Misuse Can Derail PR Success

April 3, 2026

Warren Buffett said it best: “It takes 20 years to build a reputation and five minutes to ruin it.”

We’ve all read the horror stories and watched the fallout of reputation-ruining mishaps like Astronomer’s handling of the Coldplay kiss-cam, hoping there never comes a day when a client is in the scandal spotlight. If you work in media relations in any capacity, you surely know the most common dos and don’ts: monitor negative reviews closely; ensure that the complaint posted on social media doesn’t garner too much traction; review your statements to guarantee your messaging isn’t backlash-worthy.

But, as the use of artificial intelligence continues to grow in popularity, there’s a far more dangerous – and common – way to damage your reputation: using LLMs like ChatGPT to respond to media inquiries and more.

Being quoted in news articles, having contributed content published in trade journals and business publications, winning industry awards and being seen as a subject-matter expert are all PR goals to strive for. However, some business leaders looking to carve out this coveted position by relying on AI are foiling their own efforts, without realizing the reputational harm they are causing.

Let’s start with a simple example: responding to a reporter’s questions.

When a journalist asks someone for a comment or insight, they are looking for a unique perspective. Often, this is because of an individual’s background or expertise. Even if you are a leader in your field, using AI to write responses to journalists’ questions undercuts any authority that you may have.  And, yes, this includes asking AI to condense your thoughts or make your writing sound more cohesive.

Because here’s the hard truth: media personnel can tell when you use AI.

As much as the internet jokes about em dashes and ChatGPT’s favorite emojis, the reality is that LLMs have a recognizable writing style. From word choice to structure and punctuation, there is a long list of AI-generated giveaways. Those who read dozens of Q&As, press releases and articles a day can easily identify content that is authored by bots.

And trust us, journalists, PR agencies, media platforms and the judges scoring your award nominations are taking note.

For instance, Qwoted, a popular platform for reporters and PR pros, has integrated AI detectors into its interface, so incoming pitches can be quickly and easily scanned for AI-generated versus human-generated content. The site also has strict guidelines around AI usage. To quote Qwoted directly: “Do not submit commentary in Qwoted that is generated by AI content tools / LLMs. We have a zero-tolerance policy towards misinformation and inauthenticity, and have AI-detection tools and moderators in place. Users providing false information will be banned from the platform.”

This scenario becomes especially risky for agencies that rely on clients to provide commentary. When these experts lean on AI to create responses – which will undoubtedly contain corporate jargon and surface-level information – they risk damaging not only their reputation with the media but also their PR agency’s relationships.

Beyond media inquiries, one only needs to spend a few minutes on a LinkedIn feed to see more of the generic content phenomenon at play. Rather than being clever and engaging, the em dash-laden, emoji-ridden ramblings can have the opposite effect, putting readers off rather than pulling them in.

Let’s not forget press releases, which many companies also believe they can create in a flash. If they are not adjusted for voice, organization-specific knowledge and the ‘why’ behind the news, it’s easy to miss the mark. Quotes can come off as vapid, with plenty of excited, delighted and thrilled mentions that lack substance.

So, what’s the PR-safe approach to AI? When crafting a response to a media inquiry or interview request, writing an award nomination, composing posts for LinkedIn or drafting a press release, turn to AI for help with research or ideation, not for a finished product. There is surely a place for AI, the technology that has helped move us at a speed we never could have imagined even a few years ago, but caution is required. Sharing a sharp, differentiated and compelling point of view, in a brand voice that can be felt and heard, is the key to getting reporters and the public to notice you – and to stand out from the crowd – which is the whole point.

This piece was authored by Impact PR & Communications’ Founder and CEO, Filomena Fanelli, and Senior Account Executive, Kayla Hannemann.