Using Brand Agent in PR to Work Smarter (and Faster)

At Mod Op, we’re no strangers to tight deadlines, evolving client needs, and the constant demand for fresh, brand-aligned storytelling. As a PR professional, staying ahead of the curve often means digging deeply into brand materials, mastering a client’s voice, and translating business objectives into meaningful narratives that resonate with media and audiences alike.  

That’s why I was excited (and admittedly a little skeptical) – when I first started using Brand Agent, our in-house AI-powered tool. 

Spoiler alert: It’s quickly become one of the most valuable resources in my toolkit. 

Using Brand Agent in PR 

PR teams juggle a wide range of tasks – many of which require a deep understanding of a brand’s identity and strategic goals. Brand Agent helps us accomplish more with less stress and greater accuracy.  

1. Faster Media Preparation 

For a product launch where we need to develop a full media kit, including talking points, executive bios, and supporting data, Brand Agent can be instrumental. Normally, this would require pulling from multiple sources, including past press releases, internal briefs, meeting notes, and more. 

With Brand Agent, we simply upload the newest product documents, merge them with existing client data, and use natural language prompts to extract the exact insights needed. It can help PR teams create clear, concise messaging that reflects the brand’s voice and strategy without spending hours digging through past files. For example, we recently needed to combine two old bios for our client as well as new messaging to create a fresh bio that also highlighted a bit about the value proposition of the company. We were able to easily upload all the documents and Brand Agent provided a new bio that reflected the new messaging as well. 

2. Real-Time Reactive Pitching 

One of the more demanding aspects of media relations work in PR is reacting quickly to breaking news and trending topics. When an unexpected industry shift occurs, we often need to craft a quick POV for clients – something that is tied to the trend while staying aligned with their positioning. 

Using Brand Agent, PR teams can quickly review how the client had previously spoken about similar topics and match it with current campaign messaging. Within minutes, the tool can help generate an on-brand response that is timely and relevant. And because Brand Agent provides access to historical talking points and tone guidance, we don’t need to pause to double-check phrasing or approvals before hitting send. For clients, using Brand Agent can help us turn around POVs three to four times faster than before. 

3. Smarter Content Creation 

Any PR person knows that drafting press releases or blog posts can be time-consuming. What Brand Agent offers is a starting point that reflects past content, brand tone, and messaging frameworks. For client thought leadership pieces, it can help repurpose existing research into a first draft that hits the right points and tone. Of course, editorial judgment and human polish is still needed, but it can drastically cut down writing time for PR pros. 

Why Brand Agent is a Game-changer for PR 

It Speeds Up Onboarding 

Onboarding new clients is one of the most critical parts of agency life. In the past, it could take weeks to internalize a brand’s voice, its PR goals and competitive landscape. With Brand Agent, that process becomes dramatically more efficient. The PR team can ask questions like, “What are the client’s core brand pillars?” or “How did they position their product in the last campaign?” and get immediate, brand-informed answers. Using Brand Agent, junior team members can ramp up faster on client accounts while senior team members have more time to focus on strategic execution. 

It Reduces Siloed Information 

In any agency, knowledge can get stuck in silos – especially when it comes to old documents or even teams transitioning off accounts and losing that institutional knowledge base. Brand Agent democratizes access to brand knowledge across teams. PR teams no longer have to wait for an account lead or strategist to send over background on a campaign. This information can be easily accessed via Brand Agent, which understands the context and provides brand-aligned information. 

It Enhances Quality and Consistency 

Consistency is essential in PR, especially when we’re working with multiple teams and touchpoints. With Brand Agent, we know that client messaging aligns with what the creative team is producing, what the strategist is planning, and what the client expects. It ensures that every piece of content produced reinforces the same brand narrative. 

Security and Trust Built In 

One of the most common concerns about AI tools in our industry is data security. Clients are cautious about how and where their proprietary information is being used. With Brand Agent, we can assure clients that their data is secure. In this closed LLM, no client information is fed into open models. One of Brand Agent’s biggest differentiators is that it doesn’t train public systems, so access can be tightly controlled within our team.  

Brand Agent hasn’t replaced the creative thinking, storytelling skills, or media instincts that are essential to PR, but it has elevated them. It has freed up time for deeper thinking and it can make PR work faster and more accurate, and our teams more confident in their output. And most importantly, Brand Agent will help PR pros deliver more consistent value to clients.