The Public Relations Society of America (PRSA) has released “AI Prompting 101: A ‘Start Here’ Guide for Professional Communicators.” This new resource offers practical, structured guidance to help communications professionals confidently and strategically integrate generative AI tools into their daily work.
The guide was first previewed during PRSA’s Nov. 10 Member Monday session, the 11th episode of a popular, open-forum, monthly series that explores timely industry topics with insights from communications leaders and data-driven perspectives.
Created by communications professionals for communications professionals, the guide offers a clear, accessible starting point for practitioners looking to incorporate generative AI into day-to-day work. It 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. “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 communications 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.
AI Prompting 101 is available immediately and at no cost to both PRSA members and non-members at the following link: www.prsa.org/aiprompts.
