AI in PR – It’s the Present not the Future
The public relations industry is undergoing a seismic shift. Imagine a world where AI tools not only automate the time-consuming tasks but also unveil insights for your clients, all in mere seconds. This reality is here. Artificial intelligence is no longer something that we must prepare for – it is already deeply embedded in PR workflows, accelerating processes, revealing critical insights, and streamlining tasks that once consumed entire workdays.
AI-driven monitoring platforms have brought an end to the era of manually sifting through media in the search for coverage for your client. These tools provide real-time media monitoring, sophisticated sentiment analysis, and predictive insights. They can flag emerging issues before they become full-blown crises, allowing PR teams to proactively prepare for the potential impacts. Beyond mere tracking, AI can analyse audience engagement, revealing whether an article sparked meaningful dialogue, shifted public sentiment, or influenced perception – insights that previously required painstaking manual analysis. This is having a transformative effect on the role of communications professionals.
Despite its remarkable capabilities, AI has inherent limitations, particularly in relation to strategy and ethics. AI-generated content, while polished, often lacks the emotional intelligence, cultural awareness, and nuanced understanding required for truly effective storytelling. No algorithm can replicate the human ability to craft resonant messages, anticipate subtle shifts in public sentiment, or navigate the complexities of a delicate crisis.
The shadows of algorithmic bias and data privacy loom large, demanding that PR professionals wield AI with meticulous ethical awareness. AI systems learn from existing data, which can perpetuate and amplify existing biases. A mis-calibrated algorithm might reinforce misleading narratives, or fail to discern the deeper context behind a viral controversy. Furthermore, the rise of “deepfakes” poses a significant threat, demanding that PR professionals understand how to identify and combat AI-generated misinformation. As an industry, we must champion responsible AI use, ensuring rigorous oversight to prevent bias and safeguard data privacy.
The most successful PR professionals will be those who embrace AI strategically. Automating routine tasks like media monitoring, performance reporting, and even initial draft reporting will free up valuable time for high-level strategic work: cultivating relationships, crafting compelling narratives, and navigating complex crises.
Consider crisis communications: AI can monitor online conversations, track sentiment shifts, and identify misinformation in real-time. However, when a crisis occurs, no algorithm can replace the seasoned PR professional’s instinct and experience in determining the appropriate response, identify the need for strategy escalation and setting the right tone. Imagine a situation where AI identifies a social media post that is rapidly spreading misinformation about a product recall. The AI can quickly alert and provide data on the spread of the post and the sentiment of the replies. The human PR professional can then use that information to craft a response that is both accurate and empathetic, developing actionable insights for a client that is backed up by robust data.
Yet, as the industry adapts, one fundamental tenet remains. AI is a powerful instrument, yes, but it is not a substitute for the irreplaceable human elements of creativity, strategic thinking, and genuine relationship-building. PR professionals must cultivate “AI literacy,” developing the ability to evaluate AI outputs and identify potential biases. The future of PR hinges not on machines taking over, but on humans mastering AI as a powerful ally, leveraging its speed and precision, while preserving the human touch that lies at the heart of effective communication.
The future of PR will be defined by those who not only understand, but ethically utilise, the power of AI.
This joint is jointly authored by Siobhán Howe, Senior Client Director, and Mark Harrington, Client Manager.
