Photo Credit: Tianna Robinson
Public relations is entering one of the most significant periods of transformation in its history. As artificial intelligence accelerates, the way brands communicate is changing at lightning speed. Yet, the foundation of PR remains rooted in human insight, strategy, and authentic relationships. The challenge for today’s professionals is learning how to integrate new technologies without losing the essence of what makes communication impactful.
Tianna Robinson, founder of Intertwined Agency and author of Prompt It Like a Publicist, is at the forefront of this evolution. With over a decade of experience in entertainment, sports, technology, and social impact, Robinson has built a career helping brands and cultural leaders shape powerful narratives. Her agency has worked with some of the most influential voices of our time, including leading historic, culture-shaping initiatives for the Recording Academy, where Intertwined became the first-ever DEI agency in its 65-year history.
Her journey reflects a consistent theme: centering cultural relevance and meaningful storytelling at the highest level. Today, she is extending that vision into the future of communications by helping professionals harness the possibilities of AI. Over the past two and a half years, Robinson has devoted her focus to exploring how AI intersects with public relations. From industry strikes in Hollywood to global debates on automation, she recognized that technology is no longer a distant consideration, but a present reality. Yet, she emphasizes that while AI can streamline workflows and expand creative possibilities, it cannot replace the human judgment, empathy, and cultural intelligence that drive successful communication.
Through Intertwined Agency’s AI for PR initiative, Robinson equips communication professionals, entrepreneurs, and small business owners with practical strategies for using AI in media pitching, content creation, and brand storytelling. The cornerstone of this initiative is the free AI for PR Playbook, a hands-on guide that helps teams streamline workflows, identify trends, and elevate campaigns without compromising authenticity or strategic vision.
The Playbook goes beyond theory by showing how professionals can identify trends, streamline repetitive tasks, and even anticipate industry shifts. For Robinson, the goal is not simply to adopt new tools but to use them in ways that elevate campaigns and strengthen long-term impact.
“AI is not here to take the place of PR professionals,” Robinson explains. “It is here to help us do our jobs better, faster, and with greater precision. But the strategy, relationships, and creativity will always remain in human hands.” This perspective has guided her teaching and coaching work. Robinson shares her insights through university courses, executive coaching sessions, and industry workshops that prepare communication professionals to embrace AI while staying grounded in ethics and authenticity.
Her philosophy is simple: AI should amplify human expertise, not diminish it. By integrating AI responsibly, communicators can automate repetitive tasks, uncover insights from data at scale, and identify emerging opportunities. At the same time, they must keep creative judgment, cultural context, and relationship-building at the core of every campaign.
The Future of PR and AIThe numbers speak to the urgency of Robinson’s message. According to a 2024 PwC report, AI is expected to contribute more than $15.7 trillion to the global economy by 2030, with communications and marketing among the industries most directly affected. A 2023 survey from the USC Annenberg Center for Public Relations found that nearly 60 percent of PR professionals believe AI will significantly change the way they work within the next five years. Yet, fewer than half feel confident in their ability to use AI tools strategically.
“Embracing AI does not mean losing our creativity or connection,” Robinson says. “It means equipping ourselves with the tools to take communications to a higher level.”
For an industry at a crossroads, this message is both timely and necessary. Tianna Robinson’s blend of deep experience, cultural fluency, and forward-looking innovation offers a blueprint for PR professionals everywhere: use AI not as a substitute for strategy and storytelling, but as an amplifier of human insight, imagination, and impact.
