AI’s impact on the field of public relations: What you need to know for modern success
We have frequently heard the phrase, “Robots are going to take over the world,” and to a degree, this has become true.
Artificial Intelligence (AI) has shown face more and more this year and seems to only be growing its presence in everyday life as well as professional industries.
According to an article written by Jill Kent, AI can be defined as “a wide-ranging branch of computer science concerned with building smart machines capable of performing tasks that typically require human intelligence.”
These smart machines have inevitably changed the inner workings of jobs as well as redefined certain fields, this is especially true for public relations and strategic communications.
Recent Changes and Benefits
With the introduction of various AI tools, written communication has been fast-tracked. Applications like Grammarly, an AI-based grammar-checking tool, ChatGPT, a natural language processing (NLP) tool, Dall-E-2, an AI text-to-image generator, and Sprinklr, a tool that monitors brand sentiment and tracks mentions across the internet, are becoming part of the daily routine.
For example, Grammarly and ChatGPT can take the heavy lifting out of press releases and email pitches, providing quicker turnaround times, writing inspiration for stuck writers, and the inexpensive filling of any employee skill gaps.
Likewise, Dall-E-2 has opened opportunities for reimagined article header images, has become a less expensive alternative to stock images, and can support PR campaigns, social media posts, and press releases.
Additionally, applications like Sprinklr make tasks such as gathering insights across social media platforms and other online channels less tedious than if they were to be done by hand, allowing time to be allocated elsewhere. This is beneficial because communication professionals can quickly gauge what individuals are saying about their business or clients, being able to quickly identify potential PR crises and stay ahead of negative press.
This isn’t always possible when tasks are completed manually because it often takes longer, delaying the identification of potential issues.
While all of these time-saving tools are great and have implications for how we practice and carry out communication processes, they are not without their downfalls and limitations.
Limitations
When we say phrases like “Robots are going to take over the world,” there are a few things we seem to be forgetting.
At first glance, robots and AI only know what they are programmed to know, making them not always accurate.
This was explained in a recent study conducted where Chat GPT was tasked with writing a press release “announcing Allison L. Carter of Indianapolis as the executive director of PR Daily, part of Ragan Communications,” and the application was only partially accurate in that it got most details about the executive director wrong even though they were provided in the prompt.
Not only can these applications lack accuracy, but they also lack emotional intelligence and authenticity. In terms of PR practices, they may be able to learn about clients on a surface level, but will never truly have or understand the depth of the relationship PR professionals have with their clients, nor would they be able to maintain them. This is part of the human touch that AI simply can never replace, the difference between being made up of metal and parts versus having a human heart and mind.
Lastly, AI and related applications pose data and privacy risks for clients and businesses as they have access to whatever you tell them. This means that if you are writing a confidential press release or announcement and use these tools for assistance, it is no longer fully protected or confidential. This can create long-term legal issues for clients and put businesses at risk of being positioned as unreliable and untrustworthy regarding private client information.
Yet, with these tools here to stay, how can we as PR and communication professionals utilize them safely and effectively for modern-day success?
Looking to the Future
AI and AI tools prove to be successful in providing a backbone and outline for certain written communication artifacts, which can be very useful.
Therefore, there is nothing wrong with using these tools and adapting to the times as long as a few practices are in place and kept in mind.
Customize what is produced by AI tools with a personal touch that feels human to maximize success and avoid running into issues of plagiarism.
Be transparent when AI is being used, receiving permission from both your clients and the company.
Take precautions if you are dealing with highly sensitive/confidential information, replacing private information with “mock” or “fake” examples that can be rewritten after the fact to ensure security measures are taken.
If these practices are utilized and awareness is spread about the possible limitations of such tools, there is no reason why they cannot benefit professionals in the field and act as what they are, time-savers.
Those who truly know the fields of PR and communications know that in no world can a robot or AI tool replace the interpersonal skills that are necessary for cultivating and maintaining relationships with clients. Therefore, there is no harm in using them to enhance these relations as long as we are careful enough not to put them in harm’s way.
Hi there! I’m Madison Morris.
I am a creative public relations and marketing strategist looking to make my mark on the communications industry.
I have a love for cultivating and facilitating relationships and a strong passion for uncovering growth opportunities. Let's work together to help your business thrive!