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PR and AI. How artificial intelligence will impact public relations
Understanding the synergy between AI and PR.
Thumos
July 16, 2024 • Read time: 17 minutes
In the ever-evolving landscape of public relations, the integration of artificial intelligence (AI) has marked a pivotal shift in how strategies are crafted and executed.
Gone are the days when AI in PR was merely a futuristic concept; today, it stands at the forefront of innovation, driving change and opening new vistas in the realm of communication.
This article delves into the profound impact of AI in the PR industry, exploring how it has transformed traditional practices and continues to shape the future of public relations.
The PR industry as a whole sees AI as a good thing. An overwhelming 86% of communications professionals globally see it as an opportunity rather than a risk according to research by Provoke Media and Sandpiper.
But are they practising what they preach? Additional research found more than 75% of agencies, brands, and independent consultancies are not adapting their approach to AI.
Further, research by Vuelio and Danbury Research found that nearly half of UK businesses with less than 500 employees are unprepared for potential reputational crises arising from the use of AI.
As we navigate through this transformation, it’s crucial to understand the synergy between AI and PR.
From leveraging AI for sophisticated data analysis to deploying AI-driven tools for effective campaign management, the fusion of artificial intelligence and public relations is not just a trend but a revolution in how we approach communication strategies.
Whether you’re part of an AI PR agency, a seasoned PR professional, or simply intrigued by the intersection of technology and public relations, this article offers insights into the dynamic role of AI in shaping public relations strategies and the importance of staying abreast with these advancements.
By the end of this article, you’ll gain a comprehensive understanding of the latest developments in AI for public relations, the challenges and opportunities they present, and how they’re redefining the landscape of PR intelligence.
Table of Contents
Importance of artificial intelligence in public relations
The burgeoning role of artificial intelligence in public relations is a testament to how technology can revolutionise an industry.
In the realm of AI and PR, we are witnessing a transformative era where artificial intelligence is not just an auxiliary tool but a fundamental aspect of PR strategy formulation and execution.
The impact of artificial intelligence on PR strategies is profound, reshaping how public relations professionals engage with audiences, analyse data, and craft their narratives.
A key area where AI is making a significant mark is in content creation. AI assists PR professionals in ideation, strategising, summarising, writing, and editing.
This automation in content development allows for more efficient and creative output, providing PR teams with tools to generate ideas, create drafts, and refine content with greater speed and accuracy.
It’s not just about efficiency; AI’s ability to analyse and interpret large volumes of data enables more targeted and personalised content, aligning more closely with audience interests and behaviours.
Beyond content creation, AI in public relations goes further; it enhances human creativity and intuition with powerful analytics and insights.
By harnessing AI, PR practitioners can navigate the complexities of modern communication with greater precision and effectiveness. From real-time sentiment analysis to predictive analytics, AI tools offer a level of depth and understanding that was previously unattainable.
This is particularly evident in AI PR agencies, where artificial intelligence is leveraged to glean insights from massive datasets, enabling targeted campaigns and smarter decision-making.
Moreover, the integration of AI in PR brings a new dimension to audience engagement. AI’s ability to sift through vast amounts of data and identify emerging trends allows PR professionals to tailor their messages more effectively and engage with their audience on a deeper level.
The use of AI for public relations is transforming traditional approaches, making campaigns more personalised, responsive, and impactful.
Comms teams can harness the power of AI for efficiency gains
However, the significance of AI in the PR industry isn’t just about the advanced capabilities it offers. It’s also about staying competitive in a rapidly changing landscape.
As AI continues to shape various aspects of business and communication, embracing artificial intelligence in public relations is no longer optional but essential for those who wish to remain at the forefront of their field.
PR and AI: A game changer – embracing the new era
The integration of artificial intelligence in public relations is more than just an evolution; it’s a revolution, redefining the landscape of communication and strategy.
Tools like ChatGPT, Midjourney, and Stable Diffusion represent just the tip of the iceberg in a vast ocean of AI capabilities transforming PR practices.
Redefining PR with advanced AI tools
The last two decades have witnessed a digital revolution, courtesy of the internet, smartphones, and social media. Now, AI is poised to drive the next wave of change.
By automating various PR processes, AI is not only enhancing efficiency but also adding a layer of sophistication to PR workflows. This technological leap allows PR professionals to focus on strategic, high-value tasks, transcending the limitations of traditional practices.
The Irreplaceable Human Element
Despite AI’s prowess in transforming PR, the essence of public relations still revolves around human touch and emotional intelligence.
AI tools serve as powerful allies, but they don’t supplant the strategic acumen and relational skills of PR experts. The real magic happens when AI’s analytical and automation capabilities are combined with the nuanced understanding and creativity of PR professionals.
AI’s multifaceted role in PR
PR campaign workflow: When you consider a standard PR campaign workflow, a large language model like ChatGPT can help with each step of the campaign. From defining objectives, audience profiling, content creation, channel identification, planning, outreach and measurement, ChatGPT can support in each of these facets.
Content strategy and creation: AI’s role in content strategy and creation is more significant than ever. Beyond basic content generation, AI now aids in nuanced ideation, complex writing tasks, and editing, ensuring brand consistency across diverse platforms. The synergy of AI tools with human insight leads to content that resonates deeply with audiences.
Media monitoring and analysis: AI has revolutionised media monitoring, turning a time-intensive task into an efficient, real-time process. Advanced AI tools can sift through vast data, providing key insights into public sentiment, emerging trends, and influencer activity, crucial for reputation management and strategic planning.
Data-driven audience insights: Automated data analysis and predictive analytics are at the forefront of AI’s contributions to PR. These technologies allow for an in-depth understanding of audience preferences and behaviours, enabling highly targeted and effective communication strategies.
Crisis management and response: In crisis situations, AI’s real-time data analysis and automated response capabilities are invaluable. Tools like ChatGPT offer immediate crisis support in managing communications, maintaining consistency across channels, and providing insights for strategy adjustments.
Enhanced audience targeting: AI’s advanced analytics facilitate a deeper understanding of stakeholder demographics, psychographics, and behaviours. This leads to more precise audience targeting, message personalisation, and campaign effectiveness, pushing the boundaries of traditional PR measurement.
Looking ahead: The continuous evolution of AI in PR
As AI continues to evolve, staying abreast of the latest developments and integrating them into PR strategies is crucial. The future of PR will likely be characterised by increasingly sophisticated AI tools working in tandem with the irreplaceable human element of the profession.
Embracing this blend of technology and human creativity is not just an option but a necessity for any PR professional aiming to excel in this new era.
AI tools for PR: Revolutionising the workflow
The integration of Artificial Intelligence in public relations has opened a new chapter in how PR strategies are formulated and executed. With a plethora of AI tools now available, PR professionals are equipped with once unimaginable capabilities, revolutionising the PR workflow.
AI in PR extends far beyond basic automation; it encompasses sophisticated algorithms and machine learning techniques that enable a deeper and more accurate analysis of vast data sets.
This technology allows PR professionals to gain nuanced insights into their audiences, competitors, and the media landscape, enhancing the effectiveness of PR campaigns.
Key benefits and applications
Efficiency and time savings: AI tools automate repetitive tasks like media monitoring and content generation, freeing up time for more strategic activities.
Enhanced accuracy and capacity: These tools offer precision in tasks such as data analysis and sentiment analysis, handling large-scale monitoring and data processing that would be challenging for humans alone.
Competitive edge: Leveraging AI effectively streamlines PR processes and delivers more targeted campaigns, providing a significant advantage in the dynamic media landscape.
Notable AI tools in PR
ChatGPT: A versatile tool for writing, editing, social media posts, SEO, and more, often built into other AI tools to enhance their capabilities.
PRophet: Tailored for PR professionals, it helps generate, analyse, and test content for earned media interest and sentiment.
Meltwater: Offers a suite of AI-powered PR tools for enhanced media monitoring and content generation.
Axios HQ: An AI-powered ECM platform that assists in managing essential communications effectively.
PressPal.ai: Surfaces relevant journalists based on press release keywords, saving time in targeting efforts.
As AI technology continues to evolve, the landscape of AI tools for PR is also rapidly changing. Staying up to date with the latest tools and trends will be crucial for PR professionals to maintain a competitive edge and optimise their strategies.
For a more comprehensive overview read our article on AI tools in PR, including detailed descriptions and how they can support various aspects of PR work.
Deepfakes can spread mis/disinformation easily
Misinformation and deepfakes
The integration of AI into public relations brings several ethical concerns that must be addressed to maintain trust and integrity in communications. One significant issue is the potential for misinformation and deepfakes.
AI can generate highly realistic yet fake content, such as deepfakes, which can spread misinformation and cause significant reputational harm. There are numerous deepfake examples which are fooling the public, including fabricated videos of public figures making statements they never actually made, leading to widespread misinformation and potential crises for those individuals and organisations.
To mitigate this risk, it is crucial to establish stringent verification processes to review AI-generated content and use AI detection tools to identify and counteract manipulated media.
For instance, Meta has updated its labelling for social media posts suspected to have been generated with AI tools. Although the technology isn’t perfect, the company now uses the label “AI Info” instead of “Made with AI” to address criticisms from artists who felt that even minor modifications were misleadingly tagged as AI-generated.
Meta has updated its labelling for social media posts suspected to have been generated with AI tools
Bias and discrimination
Another ethical concern is bias and discrimination. AI systems, if not carefully monitored, may unintentionally perpetuate existing biases present in their training data, leading to biased outcomes.
Regular audits of AI systems are essential to detect and correct biases. Employing diverse and representative datasets and implementing bias mitigation techniques can help ensure fairness and impartiality in AI-driven processes.
Data security
Data privacy and security also pose significant risks. AI systems often require large amounts of data, raising concerns about the privacy and security of personal information. Adhering to data protection regulations, such as GDPR, and implementing robust data anonymisation and encryption practices are vital steps in safeguarding personal data.
Transparency
Transparency and accountability are crucial in maintaining ethical standards in AI usage. Lack of transparency can lead to mistrust and ethical concerns. It is important to disclose the use of AI in PR activities to clients and stakeholders, clearly outlining the roles and responsibilities of team members overseeing AI-driven processes. This transparency fosters trust and ensures that AI is used ethically and responsibly.
By addressing these ethical concerns with robust guidelines and practices, PR professionals can leverage the benefits of AI while maintaining the integrity and trustworthiness of their communications.
Challenges in AI adoption for PR
While the benefits of AI in public relations are substantial, its integration into PR workflows is not without challenges. Understanding and addressing these hurdles is essential for the effective and ethical use of AI in PR.
Ethical considerations: As AI becomes more prevalent in PR, ethical concerns arise. These include issues around data privacy, the potential for bias in AI algorithms, and the authenticity of AI-generated content. PR professionals must address these concerns responsibly, ensuring transparency and integrity in their use of AI.
Learning curve: The adoption of AI requires a certain level of technical know-how. PR teams must invest time and resources into learning how to effectively use AI tools. This learning curve can be steep, especially for those who are not tech-savvy.
Human and AI balance: Finding the right balance between automated AI processes and human creativity and judgment is crucial. While AI can handle data-driven tasks efficiently, the human touch remains essential for tasks requiring empathy, ethical judgment, and nuanced understanding.
Keeping pace with rapid advancements: The field of AI is evolving rapidly. Keeping up with the latest developments and understanding how they can be applied to PR can be challenging, requiring ongoing education and adaptability.
Charting the course: Building an AI roadmap in PR
Developing a structured AI roadmap is pivotal
The integration of artificial intelligence in public relations is not just about adopting new tools; it’s about strategically embedding AI into the very fabric of PR practices.
As PR professionals navigate this new terrain, developing a structured AI roadmap is pivotal. This roadmap serves as a guide to understanding, piloting, and scaling AI in PR, ensuring that the technology is used ethically, effectively, and in a way that enhances the human element of public relations.
A strategic approach to AI in PR: Delving into AI requires more than just a cursory use of new tools. It demands a strategic approach, understanding AI’s capabilities, its role in enhancing PR tasks, and how it can drive better results in campaigns and client relations.
From understanding to integration: The journey begins with a deep understanding of what AI can do for PR, followed by piloting specific AI tools in your workflows, and finally, scaling these solutions for broader impact.
Balancing AI and human creativity: In PR, the balance between AI-driven efficiency and human creativity is crucial. The roadmap guides PR professionals on how to maintain this balance, ensuring that AI is used as a complement to, rather than a replacement for, human skills and insights.
For a comprehensive guide on building an AI roadmap tailored for PR professionals, explore our detailed article: “Building an AI Roadmap for PR”. This resource offers in-depth insights into each step of the process, from developing a vision statement to creating an AI policy, all tailored specifically for the unique needs of PR.
The future of AI in PR: Predictions and trends
As we look towards the horizon of public relations, AI’s evolving role paints a landscape of exciting possibilities and challenges. Here are some predictions and trends that PR professionals should watch:
Advanced AI analytics: Expect to see AI tools with even more sophisticated analytics capabilities, offering deeper insights into consumer behaviour, media trends, and campaign effectiveness.
Personalised and automated communication: AI’s ability to tailor content for specific audiences will grow, leading to more personalised and impactful campaigns.
AI in crisis management: Future AI tools will likely offer more nuanced support in crisis situations, providing real-time analysis and response suggestions.
Ethical AI development: As AI becomes more integrated into PR, the focus on developing and adhering to ethical AI guidelines will intensify, ensuring responsible use of this technology.
Training and skill development for PR professionals in the AI era
To harness the full potential of AI in PR, ongoing training and skill development are essential. Here’s how PR professionals can stay ahead:
Continuous learning: Engage in workshops and courses focusing on AI in PR. This can range from understanding AI tools to applying AI strategically in campaigns.
Staying updated: Regularly keep up with the latest AI developments and tools. Subscriptions to tech newsletters, attending industry conferences, and participating in online forums can be beneficial.
Hands-on experience: Utilise available AI tools and experiment with them in different aspects of PR work. Practical experience is invaluable in understanding and leveraging AI effectively.
Conclusion
The integration of AI into public relations marks a significant shift in how we approach communication strategies.
From automating mundane tasks to providing sophisticated analytical insights, AI is redefining the PR landscape. As we embrace these changes, the importance of ethical considerations, continuous learning, and balancing AI with human creativity becomes paramount.
Keeping pace with AI advancements is not just about staying relevant; it’s about seizing opportunities to enhance the quality, efficiency, and impact of our PR efforts. As we navigate this evolving terrain, the potential for AI to revolutionise public relations is limited only by our willingness to adapt and innovate.