We are at the doorway of an era where science fiction becomes scientific fact, with Artificial Intelligence (AI) infiltrating and revolutionising all industries, including the public relations (PR) industry. But is it a useful friend or job-stealing foe? We are entering a world of much improved efficiency, with powerful data-driven insights always at our fingertips, a mere click away. AI is certainly redefining how PR professionals engage with audiences and manage their brands. The question now is: what does the inception and evolution mean for the future of PR, and how do we, as an industry, deal with the ethical considerations?
Personalising PR
AI has brought about the phenomenon of hyper-personalisation in messaging. While this idea might seem overwhelming at first, it is quite simple. AI, as a data processing powerhouse, allows PR companies to design their strategies around specific audiences for specific purposes. In other words, with AI, audience-specific preferences are in, and generic campaigns are out.
Automated Efficiency
PR work often involves time-consuming, repetitive tasks, such as research and report writing. AI is transforming the speed and accuracy of analyses, drafting and the creation of material, while simultaneously revolutionising the management of brands’ reputation.
AI can scan through a variety of media, such as social media, forums, news sites, and others, to find mentions and discussions about clients, whether positive or negative, allowing PR professionals to get on top of any controversies before they are blown out of proportion and damage the image of a brand or client.
Perhaps most usefully of all, AI allows for in-depth analysis of the public’s perception of campaigns or brand initiatives, giving PR professionals the opportunity to assess and re-adapt their strategies the moment an inconsistency is identified, and allowing them to keep a close eye on the maintenance of their clients’ public image.
Risks and Ethics
Despite the immense potential that comes with AI, certain ethical issues cannot be ignored. AI’s output is only as good as the input it receives, and if it is trained to operate on biases or angled information, the outcomes will definitely be affected. The onus remains on any PR team to ensure that the AI data they use is fair, ethical, and clear.
An important point to consider is the influence of the human touch versus AI. When companies rely too heavily on AI, they risk losing authenticity, warmth, humor, and emotional intelligence, leaving a cold and unpersonable flavour that can only be improved by true creativity and humanity. As a tool, AI is proving to be very valuable in improving timings and efficiency, but to create true empathy and bond with a brand, the human touch still seems to come out on top.
A Brave New World
With the power of AI at our disposal, we have been granted a groundbreaking opportunity for greater personalisation and harnessing of data. However, as alluring as the almost daily revolution of technology might be, it is vital that we don’t go into this new era expecting things to be done for us, rather than by us. The magic lies in the human element, and while we can certainly harness these wonderful tools to enhance and improve our insights and communication, the relationship between us and our brands, and between our brands and the public, still rely on creating a sense of warmth, rapport and authenticity, which can only be done at a human level
