Artificial Intelligence (AI) is a hot topic right now. Particularly for Public Relations (PR) and marketing communications (Marcomms) practitioners. The big question is will AI empower or takeover?
AI is considered the next big industrial revolution, one that could have widespread impact on many industries, from manufacturing and transportation, through to healthcare and finance (and everything in between).
The potential influence of AI remains a subject of extensive debate. In the PR sector, practitioners are divided. Some firmly believe that AI will not replace them, emphasizing the importance of human connection and interaction in PR. Others are less certain and are exploring ways to incorporate AI into their workflows to stay relevant in the field.
The truth is that the ultimate aim of AI is to automate tasks traditionally performed by humans, and depending on how it is implemented and utilised, AI can have both positive and negative effects.
What is intriguing is that much of what is commonly referred to as AI can be better described as Intelligence Augmentation (IA), which enhances human intelligence. In contrast, true AI seeks to replace human intelligence (see the table below):
| Feature | AI | IA |
| Goal | Create machines that can think and act like humans | Enhance human intelligence |
| Approach | Machines learn to mimic human behaviour | Machines provide information and insights to humans |
| Role | Replace humans | Complement humans |
| Examples | Self-driving cars, facial recognition software | Virtual assistants, educational tools, job search tools |
Common examples of IA include streaming services suggesting the next film to watch, or online shops recommending related items. In the PR sector, IA has long been utilised to monitor and analyse media; employing complex algorithms created by humans to process vast amounts of information and deliver news articles, blogs, and social media posts. If you have ever used an online database, you have already experienced IA in action, as algorithms created by humans help users find the appropriate media contacts for their stories.
So what’s changed?
AI has evolved significantly in the past two years with substantial enhancements in deep learning (image recognition, natural language processing and machine learning), and large language models (Open AI’s GPT-3, Google’s Bard).
Given the rapid pace of progress observed over the past two years, it is reasonable to expect that in another five years, the landscape will undergo significant transformation. It is important to bear in mind that technology can evolve swiftly.
Let’s explore some ways AI can help or takeover the sector:
AI can help with:
Data Analysis: AI-powered tools can analyze large volumes of data, such as social media mentions, news articles, and customer feedback. AI algorithms can swiftly process and categorise this data, providing valuable insights into public sentiment, emerging trends, and the effectiveness of PR campaigns.
Brand tracking: AI can be used to track brand mentions on social media and other channels. This can help PR professionals identify opportunities to promote their clients’ brands.
Automated news and press release writing: AI can be used to generate news articles by tapping into a variety of sources, including newswires, social media, and other websites. This can free-up journalists to focus on more in-depth reporting and analysis. AI can also be used to generate press releases that are more likely to be picked-up by journalists. This can help PR professionals get their clients’ messages out to the public.
Media pitching: AI can be harnessed to select the correct journalists to pitch a story to.
Personalised communication: AI-powered personalised communications tools can help PR professionals personalise their communications with their audiences. This can help build relationships and increase engagement.
Headline writing: AI can be used to write headlines that are more likely to be clicked on. This can help news organisations attract more readers and viewers.
Video production: AI can be used to produce video content that is more engaging and visually appealing. This can help news organisations attract more viewers.
Social media management: AI can be used to manage social media accounts, respond to customer queries, and track brand mentions. This can free up PR professionals to focus on more strategic tasks, such as building relationships with journalists and influencers.
AI could takeover:
News and media: AI can be used to generate news articles, write headlines, and even produce video content. For example, the Associated Press uses AI to write news articles, and the BBC uses AI to produce video content.
Public Relations: AI can be used to manage social media accounts, track brand mentions, and even generate press releases. For example, the PR firm Edelman uses AI to manage social media accounts, and the PR firm Weber Shandwick uses AI to track brand mentions.
Marketing: AI can be used to target ads, personalise content, and even create chatbots. For example, the marketing firm Google uses AI to target ads, and the marketing firm HubSpot uses AI to personalise content.
In each of these cases, AI can automate tasks that are currently performed by humans. This could lead to job losses in these industries, but it could also free up humans to focus on more creative and strategic tasks.
Conclusion
To maximise the benefits of AI in PR while mitigating potential drawbacks, it is important for PR practitioners to strike a balance between leveraging AI technologies and harnessing their own expertise, judgment, and interpersonal skills. The human element remains crucial in navigating the complexities of public perception, building relationships, and crafting strategic communication strategies.
As with all other sectors, it’s going to be crucial for PR practitioners to remain adaptable and forward-thinking, continually assessing and embracing emerging technologies and trends. By remaining agile and responsive, it’s possible to navigate the evolving landscape and seize opportunities as they arise.
It’s impossible to predict the precise nature of the future, but we can anticipate that the rate of change will continue to accelerate. Embracing a mindset of constant learning and adaptation will empower PR practitioners to thrive in the face of an ever-changing and dynamic environment.
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