Generative AI has created a wealth of new opportunities for the PR industry—along with plenty of new challenges. A new resource from The Public Relations Society of America (PRSA) aims to tackle AI obstacles with practical, structured guidance to help communications professionals confidently and strategically integrate generative AI tools into their daily work.
The newly released guide, AI Prompting 101: A ‘Start Here’ Guide for Professional Communicators, was created by communications professionals for communications professionals, offering a clear, accessible starting point for practitioners looking to incorporate generative AI into day-to-day work.
The guide was previewed during PRSA’s Member Monday open-forum, monthly series on Nov. 10. The series explores timely industry topics with insights from communications leaders and data-driven perspectives.
AI Prompting 101 includes prompts across core areas of practice, including:
- Message Development
- Strategic Planning
- Media Relations and Crisis Communication
- Executive and Internal Communications
- Social Media and Digital Engagement
Each prompt is designed to help users define context, establish the AI assistant’s role and guide toward clear, actionable outputs—turning generative AI into a trusted professional tool rather than an experiment.
“AI is changing every one of our jobs, and the most successful communicators and PR leaders will be the ones who use AI as a trusted partner every day,” said Ray Day, APR, 2025 PRSA chair, Stagwell vice chair and Allison Worldwide executive chair, in a news release. “This guide is designed to help professionals move from experimenting with AI to gaining confidence, working smarter and using AI to propel us into the next era of communications.”
Development of the guide was informed by contributions from senior comms leaders in the technology sector, including Amanda Carl-Pratt, director of communications at Google DeepMind; Stephanie Parrott, marketing analytics and insights manager at Google DeepMind; and Adam Pratt, director of issues and government communications at IBM.
The guide is available and at no cost to both PRSA members and non-members. Access AI Prompting 101 here.
About PRSA
The Public Relations Society of America (PRSA) is the leading professional organization serving the communications community through a network of more than 400 professional and student chapters in the U.S., Argentina, Colombia, Mexico, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers members at every stage of their careers through professional development, networking and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students.
