Embracing AI in PR: why agencies must both adopt and adapt
As the head of a public relations agency operating in the Middle East and internationally, I frequently encounter questions about AI. These range from "How should we react to AI?", "Should we integrate AI into our work?", to "Is using AI ethical?". AI's impact on the PR industry is undeniable and permanent, leading some agencies to be afraid of addressing the questions that arise. They are torn whether they should hop on the AI bandwagon or try to work around the elephant in the room that is AI. I believe that PR agencies should do both – adopt and adapt.
Why are people sceptical about AI in PR?
Like other creative fields, PR faces a pivotal moment with the advent of generative AI. Composing coherent text has previously been the sole domain of humans, but generative AI has turned that fact on its head. The internet is being flooded by AI-generated content, and, as AI models become even more sophisticated, it's becoming harder to distinguish whether a text is written by a human or by an AI.
AI-generated content raises several concerns, such as 'hallucinations', or instances where AI presents false or misleading information as fact. There are also multiple ethical problems surrounding AI when used inappropriately, such as perpetuating biases due to being trained on existing biased data, being used to spread disinformation through 'fake news', and the lack of proper attribution and respect for copyright. Furthermore, people from many industries, including PR, fear that AI may make their jobs obsolete.
Despite AI's capabilities, it cannot fully replace the human touch in PR. Beyond just writing press releases and placing advertisements, public relations involves knowing what appeals to people's emotions, creating genuine relationships, understanding how the media works, and implementing long-term creative strategies. These are things that AI is unable to do.
The future of PR in an AI-dominated world
The AI genie is out of the bottle, and there's no putting it back. The future of content is AI-assisted, and it's the responsibility of PR practitioners to ensure that the content serves the client's needs. Is it accurate? Is it engaging? Is it fit for purpose? If these criteria are met, the tools used to create the content rarely matter. Of course, PR practitioners must also use AI ethically, properly citing sources and respecting copyright law, as well as being transparent about the use of AI. This is an increasingly important issue as AI becomes more ingrained in society, and platforms are taking steps to address how generative AI and intellectual property can coexist.
In this new world, not everything is doom and gloom for the PR industry. AI offers numerous advantages for agencies, such as generating ideas and serving as a sounding board for writers to overcome writer's block.When used with correct prompts and ethical guardrails, AI can quickly generate content such as press releases, blogs and social media posts and quickly adapt content for different audiences. However, keep in mind that there should always be human oversight when using AI in PR, to catch errors, provide context, and make nuanced decisions that AI cannot. AI acts as assistant to flesh out and improve the content, as opposed to being the main writer. Effective content should be human-led and AI-assisted.
While generative AI takes the spotlight in the public's consciousness, there are also numerous other uses for AI other than writing. AI-powered productivity and social media tools can automate routine tasks and make workflow more efficient. By streamlining the research process and organising information, AI can free up professionals’ time to focus on creative tasks. AI can also help monitor the media and public sentiment 24/7, aiding in crisis communications and in getting a better pulse on the public's reactions to certain developments.
AI is a valuable tool for any PR agency, but it is not a magic solution that fixes everything with the push of a button. Rather, professionals and agencies can use AI to enhance efficiency and effectiveness, but the human element remains irreplaceable. As long as there is a human audience, there will always be a space for humans in PR. Learning to balance AI's capabilities with human creativity and judgment is key. PR agencies must adopt AI as part of their workflow while adapting their business models to emphasise the power of human creativity and deliver value beyond the capabilities of any AI program.
How are you integrating AI into your PR strategies?