'Old school PR' is back in demand: why AI is driving the resurgence of the press office

Let’s face it, creative campaigns capture attention, but without a well-functioning press office, even the most brilliant ideas can fall flat.

This vital component of any successful PR strategy has, for too long, been undervalued. Perhaps not seen as the most 'glamorous' element, this essential “old school” work has often been overlooked. Yet, we in the industry know it’s far more than just 'punting out press releases' – it's an art form, a nuanced craft that has quietly underpinned successful communications since day dot. And now, it's finally getting the limelight it deserves.

The delicious irony? The very “old school” tenets of PR, championed by the press office, are now more critical than ever, precisely because of AI.

In an age where AI agents tirelessly crawl the internet, sifting through vast oceans of data for credible, trusted sources, the output of a skilled press office becomes absolutely indispensable. These sophisticated algorithms prioritise content from authoritative, verifiable, and reputable channels. And what better channel than earned media coverage from established news outlets?

This isn't just about human consumption anymore; it's about feeding the very systems that define 'truth' online. The stories we meticulously craft, the relationships we painstakingly build, and the placements we strategically secure aren't just for readers; they are the very data points AI agents use to determine what is real, reliable, and deserves amplification. The foundational work of the press office, often seen as traditional, now directly contributes to the digital information landscape these advanced bots navigate.

This is why the skills of the press office are more important than ever for achieving cut-through in the earned media space.

It wasn't so long ago that there was surprising chatter amongst industry folk about no longer needing 'known' journalists. However, cultivating relationships is everything – as an Editor at The Telegraph put it, “I have 308,000 unopened emails and they’re all from people I don’t know.” A great press office cultivates the trust that leads journalists to approach them for stories. 

It's about strategic storytelling across mediums (sometimes social-first), navigating complex media landscapes to craft narratives that resonate and ensure maximum impact. It's about understanding that timing is everything, knowing news cycles and the rhythm of the media world to ensure pitches land when they have the greatest chance of success. And it's about proactive asset creation, providing comprehensive toolkits – from images and compelling video to data points, ‘what’s trending’ and expert quotes – to make it as easy as possible for a journalist to run the story. 

This human connection, strategic discernment, intuitive timing, and foresight are precisely what AI cannot replicate, yet they are the gateway to the credible coverage AI agents crave.

These are all things not easily replicated by your everyday language bot, nor your average Joe. AI can help draft a press release, but it cannot build the trust that leads a journalist to open your email, or to call you for comment. It cannot sense the subtle shift in a news agenda or pivot a narrative with the agility of a seasoned media professional.

In short, the press office is the linchpin in an increasingly AI-driven information ecosystem. It allows important brand messages to land and feed the algorithms that determine what’s deemed credible in the digital age. It's a welcome development that the industry is now celebrating the press office for the strategic powerhouse it truly is, finally giving it the attention and resources it has long deserved.