The rise of generative artificial intelligence (AI) is rapidly reshaping the public relations (PR) industry, yet limited research has examined how these changes are discussed in social media discourse. This study uses a quantitative content analysis to investigate how AI's impact on PR is framed on X (formerly Twitter). Using Brandwatch, this study collected posts published between May 13, 2024, and May 12, 2025 that contained keywords related to both AI and PR. From this dataset, 5,000 posts were randomly sampled for manual coding. The codebook captured tone toward AI in PR, key frames used when discussing AI in PR (e.g., risk-benefit, individual-societal impact, ethics, and temporal focus), and mentions of primary PR functions. Analysis of framing patterns revealed that the benefit frame appeared more frequently than the risk frame, indicating that AI was often discussed in terms of opportunities and advantages for the profession. However, a considerable portion of posts did not clearly emphasize either benefits or risks, suggesting that many conversations about AI remained descriptive or exploratory rather than explicitly evaluative. For the individual/societal impact frame, posts were more likely to highlight societal-level implications than individual-level effects. This pattern indicated that users frequently discussed AI as transforming the broader PR industry, communication systems, and organizational practices, rather than focusing solely on individuals' experiences. Ethics frame only appeared in a limited number of posts, suggesting that it is not consistently emphasized in everyday social media discourse. Regarding temporal frame, the majority of posts emphasized the present impact rather than the future impact. Most posts did not connect AI to specific PR functions. However, when they were mentioned, framing did shift depending on specific functions mentioned. For example, crisis communication and reputation management were more likely to be discussed through a risk lens. Together, these patterns indicate that AI is widely framed as a current reality already shaping professional practice, rather than a technology confined to historical discussion or distant speculation.
