Czy AI zastąpi zawód: rzecznik prasowy?

Rzecznik prasowy faces moderate AI disruption risk with a score of 37/100, meaning the role will evolve rather than disappear. While AI will automate routine tasks like news monitoring and press release drafting, the core responsibility—strategically representing organizations and building stakeholder trust—remains distinctly human. This occupation will transform, not terminate, as professionals who embrace AI tools while deepening their diplomatic and community-building expertise will thrive.

Czym zajmuje się rzecznik prasowy?

A rzecznik prasowy (press spokesperson) serves as the official voice of a company or organization, crafting and delivering strategic communications to the public, media, and stakeholders. They develop communication strategies, write press releases and announcements, conduct media conferences, and manage public perception by presenting their client in a favorable light. Their work spans monitoring news cycles, conducting market research, building media relationships, and applying diplomatic principles to navigate sensitive organizational issues. The role requires both writing skill and interpersonal finesse to foster understanding between organizations and their audiences.

Jak AI wpływa na ten zawód?

The moderate disruption score of 37/100 reflects a nuanced reality: AI is automating the information-gathering and content-production layers of the job, but cannot replicate its human-centered core. Vulnerable skills like following news (now automated via AI news aggregators), drafting press releases (AI can generate initial drafts), and market research (algorithmic analysis handles data collection) account for the 45.15 skill vulnerability score. However, the 65.38 AI complementarity score reveals the occupation's resilience. Tasks requiring diplomatic principles, political liaison, and community relation-building—scored as most resilient—remain fundamentally human because they demand emotional intelligence, contextual judgment, and trust-based relationships that AI cannot establish. In the near term (2-3 years), rzecznicy prasowi will use AI to accelerate routine work: AI-powered news monitoring, automated first-draft generation, and multilingual content adaptation. Medium-term (3-7 years), the profession will stratify—those who treat AI as a tool to amplify their strategic thinking will advance, while those performing purely clerical communication tasks face displacement. Long-term, the role will shift toward senior strategic counsel, where human expertise in crisis communication, stakeholder persuasion, and organizational narrative becomes more valuable as AI commoditizes basic outputs.

Najważniejsze wnioski

• AI will automate 36.76% of routine tasks (news monitoring, initial draft writing, basic research) but cannot replace strategic representation and trust-building—the heart of the role.
• Rzecznicy prasowi who develop resilient skills in diplomatic relations, political stakeholder management, and community building will see their value increase despite automation.
• Press release drafting and promotional tool development will be AI-enhanced, not replaced; professionals must shift from execution to strategy and oversight.
• The 37/100 disruption score indicates evolution, not elimination—this occupation will be transformed rather than obsolete within the next decade.

Wynik zakłócenia AI NestorBot obliczany jest na podstawie 3-czynnikowego modelu wykorzystującego taksonomię umiejętności ESCO: podatność umiejętności na automatyzację, wskaźnik automatyzacji zadań oraz komplementarność z AI.