Artificial intelligence, or AI, is coming for my job. It’s a statement I’ve heard more and more in recent months as technology and AI continue to evolve and become a part of our daily lives, both at home and in the office.
I can understand the concern. Have you been on ChatGPT, or any one of the others, lately? I continue to be astonished at what these tools can accomplish, how intuitive they are, and how useful they’ve become.
But that’s just it, it’s about understanding these tools, using them in responsible ways, and leveraging that power to the benefit of our industry, our clients, and our organization. And let’s face it, technology plays an increasingly pivotal role.
As digital platforms shape the way we consume information and interact with brands, PR pros should be constantly seeking innovative solutions to connect with their audiences effectively. The tried and true methods are still there and play an important part in the strategic public relations mix. But as technology, and the way people communicate, evolves, so must public relations pros and the brands they represent.
Let’s take a look at the pros and cons of utilizing technology like AI as part of public relations and explore the future implications for the industry.
Public relations has undergone a remarkable transformation over the decades. And yes, just a couple decades ago we were still delivering beta tapes to TV stations and faxing press releases. I promise, it wasn’t that long ago.
Then we learned about social media, influencers, bloggers, micro-bloggers, and so much more. It really has been an exciting time to be in the public relations field. We’ve had to evolve to meet the digital demands of the world we operate in, and the demands of the people with whom we’re communicating.
Some of the traditional tools are still around. Press releases can play an important role, even if they aren’t faxed. Calling journalists is a lost art, but let’s say that fostering relationships is still the key to success. Making big announcements, communicating brand value propositions, highlighting big news. It’s all still around, it just looks different today.
Because of how connected we all are, and because of the tools and technology at our fingertips, creating a strategic communications plan requires a multifaceted approach that leverages both traditional and digital channels to reach and engage audiences effectively.
If you’re like me, you get excited every time you visit a GenAI platform like ChatGPT or Copilot. It’s exciting to see what you can create using these tools.
I have a six-year-old at home, and asking the right questions is always the key to success. The same is true with these tools. If you can provide the right prompts and ask the right questions, success is within your grasp.
There really has never been a better opportunity for automation, efficiency, AND creativity. But, along with the excitement, there’s also uncertainty about the implications of these tools related to the public relations industry, ethics, and responsible use.
For instance, it’s easy to get lost in the excitement of the technology and advancements and forget that you’re supposed to be writing for humans first. That means whatever content the GenAI tool pops out, you need to ensure it has the right personality that’s going to resonate with your audiences. But that’s just the start.
As those responsible for our organization’s reputation and brand, we need to ask ourself some critical questions about these tools and the content and information it provides:
The list goes on, but you get the point and where I’m going with this.
PR practitioners must navigate these challenges thoughtfully, balancing the benefits of AI with the need for genuine, human-centric communication. As generative AI tools continue to evolve and mature, it’s critical for PR pros to stay informed about the latest developments, experiment with new technologies, and critically evaluate their impact on our communication strategies.
Don’t fear AI. It’s a great tool that we, as an industry, should embrace, learn about, and implement as we would other tools. Remember, the world was scared of the internet just a few decades ago. There are plenty of pros of integrating AI tools as part of your public relations efforts. Let’s take a look at a few.
Generative AI can quickly produce high-quality content, as long as it’s given the correct prompts, including press releases, blog posts, social media updates, and newsletters. Once you get proficient at writing prompts, this can significantly reduce the time to generate these materials.
From audience targeting and tailoring content to trend analysis, AI tools can analyze a huge amount of content and data, providing critical insights and information. This applies to performance metrics and adjustments to ongoing campaigns.
Let’s face it, resources aren’t always abundant, regardless of the brands you represent. That means we need to find efficiencies wherever we can. By automating repetitive tasks, AI frees up human resources to focus on more strategic and creative aspects of PR.
I like to think I’m a creative person, but as PR pros, we are often tasked with coming up with great ideas in a short amount of time. AI can provide creative suggestions and ideas for campaigns, come up with new ways of looking at topics, pose interesting questions, and help PR teams brainstorm and innovate.
AI tools don’t work nine to five, which is great because neither do most public relations professionals. AI can operate continuously around the clock, ensuring that PR efforts continue even outside of regular business hours.
Incorporating generative AI into PR efforts can significantly enhance the efficiency, effectiveness, and reach of campaigns. All of this provides a competitive edge for the PR pros who are able to leverage this technology.
While there are plenty of AI benefits for the field, it is crucial for PR pros to be aware of the potential drawbacks so you can exercise caution and represent your brands ethically, not to mention avoid crises. Challenges and risks can impact both the effectiveness of PR campaigns and the ethical standards of the profession, so let’s take a look at a few of the cons of AI in public relations:
AI can efficiently handle routine tasks, but it lacks the ability to create genuine, empathetic connections with audiences. As you know, public relations relies heavily on building relationships, and an over-reliance on AI might lead to content that lacks sincerity and authenticity. detachment.
While we’re creating content and the strategies to deploy that content, we have to keep in mind the diverse audiences we need to foster relationships with. AI systems are trained on existing data, which can include biases present in the data set. This can lead to biased outcomes in PR efforts, such as targeting specific demographics unfairly or misrepresenting groups.
If you use AI tools, you should be asking – where is this information and data coming from? Concerns about how this data is gathered, stored, and used are ongoing, and ensuring compliance with privacy laws and maintaining the trust of stakeholders is crucial.
AI tools are great at creating new exciting pieces of content. I just saw one of a giant squid washed up on shore in a remote part of the world, and the first comment was “awesome AI photo.” Deploying AI in PR can raise ethical questions, particularly regarding transparency and the manipulation of information. PR pros need to ensure that AI tools are used ethically and they are transparent about the content that’s created.
There are plenty of reasons to be excited about AI tools to support really exciting public relations work. Believe me, I’m excited about all of them. But by recognizing these potential pitfalls, we can better navigate the integration of AI into our work, ensuring that we harness its benefits while mitigating its risks.
The future of AI and technology in public relations is an exciting one. There’s so much potential to do some great work on behalf of the brands we represent, as well as for the industry as a whole. The most exciting part is that we are just getting started with this journey.
As AI continues to evolve, we can expect to see more advancements and more ways to leverage these tools so we can be more efficient and effective with the work we’re doing. From gaining deeper insights into audience behavior and personalizing communication strategies to optimizing campaign performance and just creating really cool content, it’s all right there for PR pros to use.
Yes, AI presents both opportunities and challenges for public relations practitioners, campaigns, and projects. By embracing innovation while upholding ethical standards and maintaining a human touch, PR professionals can leverage GenAI tools to enhance their capabilities and deliver greater value.
Be sure to check out the other TCSC Strategic Thoughts, and follow along on Facebook, X (yes, it’s Twitter), and LinkedIn for more PR industry insights!
– Transforming Content Creation and Public Relations with AI
– Are PR Pros Smarter Than Artificial Intelligence?
– Pitching Media Like The Pros
– Case Study: Crisis Communications in the Face of an Environmental Disaster
– Today’s Digital Battlefront: Responding to Brand Criticism
– Tips For Communicating Your Brand Announcement
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
