The Evolving Role of Artificial Intelligence in the Practice of Public Relations

AI in Public Relations 

Artificial intelligence has been integrated into different aspects of our daily lives, ranging from turning on the television using Alexa, asking Siri about the weather, receiving personalised Netflix recommendations, and using Google’s autocomplete search suggestions. The essential role of AI in modern society is undeniable because it has been integrated into different industries, specifically healthcare, education, data analysis, marketing, automobiles, electronic commerce, manufacturing, information technology, hospitality, fashion, travel, and legal.

In the context of PR, AI can be implemented in managing repetitive tasks, creating data-based campaigns, and predicting a crisis. In a survey by WE, it was identified that 80% of communication leaders believe that AI is essential to the future of PR. The integration of AI in PR supports activities being completed in less time but with higher value and accuracy. Some areas where AI tools such as CopyAI, Chat Generative Pre-Trained Transformer (ChatGPT), OwlyWriter AI, and Jasper have been applied in PR are copywriting, developing marketing campaigns, and creating customer service responses. 

Public relations professionals and communication practitioners provide strategic advice and are responsible for assisting society and organisations in making decisions. It is undeniable that decisions on how organisations apply AI will have a relational and reputational impact. One instance where generative AI has been applied is in the context of reputation management. The emergence of generative artificial intelligence technology has brought about a revolution in this domain, transforming the way businesses perceive, analyze, and respond to their online presence. One of the primary ways in which generative AI is used for reputation management is through content creation and optimization. AI has been proven to be highly effective in producing quality content that is optimized for search engines. This helps businesses maintain a positive online presence. These technologies are also capable of synthesizing large amounts of data from various sources, such as social media, review platforms, and news articles. 

Generative AI can also assist in creating blog posts, press releases, and content on social media, ensuring that the company’s message is congruent with the desired reputation. Generative AI has a significant impact on online reputation management by predicting and minimizing potential reputation risks. These systems continuously monitor online conversations and identify emerging trends, negative sentiments, or potential crises before they become severe. This proactive approach empowers businesses to take swift and targeted actions, thereby minimizing the impact of negative publicity and safeguarding their brand image. 

During a crisis, generative AI can help create official statements and responses. Overall, AI can be applied across public relations functions in different sectors to offer profiling data in stakeholders, develop content, enhance peril detection and management, forecast media trends, assess sentiment among different audiences and employees, and assist in overcoming possible crises by applying predictive analysis.  

AI and PR in today’s practice 

AI is increasingly being integrated into PR practices to enhance efficiency, analyze data, and optimize communication strategies. Businesses can utilize AI-powered tools to keep track of news articles, social media, and other online platforms for any mentions and discussions concerning their brand. With the help of sentiment analysis algorithms, they can evaluate the tone of these mentions and acquire valuable insights into public perception. This enables PR practitioners to customize their strategies accordingly and maintain a positive brand image. In addition, many companies like Amazon, Marriott International, H&M, T-Mobile, etc., use AI-driven chatbots on their websites and social media channels to engage with customers in real time. These chatbots can answer frequently asked questions, provide information, and even handle basic customer service issues, offering a seamless and immediate response to inquiries. AI-powered tools can be used by PR professionals to create engaging content such as press releases, articles, and social media posts.

These tools use natural language processing to ensure that the generated content is consistent with the organization’s voice. Moreover, AI can personalize the content for different audiences, making it more relevant and increasing engagement. It is important to note that AI algorithms analyze large amounts of data to identify influencers who share similar values and target audiences with a brand. This allows PR professionals to establish valuable connections with influencers, utilizing their influence to spread the organization’s message and enhance brand reputation. Adidas, SmarTrike, and BlueApron, are good examples to mention. These examples demonstrate how AI is used in PR to navigate the complex digital landscape and optimize communication strategies.

Ethical considerations 

The accelerated integration of artificial intelligence (AI) in the realm of Public Relations (PR) has undeniably revolutionized the industry, offering unprecedented efficiency and insights. However, this surge in AI adoption has also sparked ethical concerns that demand thoughtful assessment to ensure responsible use of this technology. The ethical challenges associated with AI include factual errors, bias, privacy issues, and transparency problems. One primary ethical concern revolves around the potential for biased decision-making. Artificial intelligence (AI) systems learn from past data, but if this data is biased, the algorithms may unintentionally uphold and even intensify these biases. In the field of public relations (PR), this could result in discriminatory or unjust practices that affect how individuals or groups are represented and perceived. Following from the ethical concern related to bias is that AI systems learn from historical data, meaning that if the data is inaccurate, it can propagate stereotypes or prejudiced communication. Ethical issues are associated with concerns that can reduce trust between organisations and their audiences. For instance, Computer Network (CNET) used ChatGPT to  write 77 articles, out of which 41 had factual errors, which required the publishers to issue multiple corrections. The technology news website CNET also experienced backlash and negative publications for using AI and not telling their readers. 

Accordingly, it is essential to be aware of the potential ethical consequences associated with AI. It is vital for PR professionals and communication practitioners to monitor and verify the sources of the information created by AI technologies to safeguard against unauthorised assessment or proprietary information or personal data, which could lead to copyright infringement or plagiarism. Transparency and disclosure of the application of AI in PR is essential to promote trust and ethical practices. 

The Future of AI in PR 

The AI industry has grown exponentially, even when COVID-19 adversely impacted the global economy; spending on technologies and cognitive systems reached $57.6 billion worldwide in 2021. The contribution of AI and cognitive systems to the United States economy is estimated to be $15.7 trillion by 2030. The growing range of AI applications in PR predicts future trends. Integrating AI-powered tools, including chatbots and predictive analytics, has enabled PR professionals to work smarter. Although generative AI in PR and communication work has some advantages, it will be a few years until the technology can be used in writing reliable and accurate reports and press releases.  

However, the digital transformation is anticipated to continue impacting the PR industry. It will be essential for PR professionals to leverage AI but in an ethically conscious manner. The implementation of AI in the field of Public Relations has raised several concerns. However, these concerns have provided professionals in the field with job security in the near future. The reason is that everyone is trying to find ways to integrate disruptive technology in a responsible and practical manner while also maintaining ethical standards. Another factor that supports PR professionals and communications practitioners’ job security is the perception that no computer can ever replicate human beings’ creativity, individuality, emotion, and decision-making capabilities. Also, human attributes such as humour, empathy, trust, and relationship creation cannot be automated. It is anticipated that PR in 2024 will be characterised by a combination of innovation and responsibility, influenced by technological advancement and societal consciousness.  

Preparing for AI-driven future 

Polarised views of AI’s impact on PR exist. In particular, the optimists perceive that the technology will help PR professionals and communication practitioners to work smarter. Those against the application of AI in PR posit that the technology could result in ethical issues such as copyright violation, privacy infringement, and misinformation.

Accordingly, in preparation for an AI-driven future, PR professionals and communication practitioners should promote upskilling. Upskilling can enable PR professionals and communication practitioners to remain curious about the field’s new AI tools as they emerge. The additional knowledge can enable professionals to incorporate AI in their practice ethically. 

In conclusion, the rise of artificial intelligence (AI) brings with it both opportunities and challenges for the future. One area where generative AI has made a significant impact is in online reputation management. By analyzing large datasets, predicting potential risks, improving customer engagement, and automating essential tasks, Generative AI has revolutionized how companies approach and safeguard their online reputation. As businesses continue to navigate the digital landscape, the integration of generative AI will undoubtedly remain a cornerstone in shaping and preserving the reputational capital of modern enterprises. This makes it crucial for PR professionals and communication practitioners to constantly learn and stay updated. Although AI can enhance efficiency, it is important to recognize that the skills and abilities that distinguish excellent PR professionals and communication practitioners are not replaceable by AI and that they are uniquely human. As such, it is essential to continue investing in human skills. 

Marina Tziakouri is a public relations professional with twenty-four years of experience. Over the last two years, she has utilized various AI tools, which have given her an in-depth understanding of the advantages, disadvantages, and ethical issues surrounding the integration of these technologies into the profession. This article’s content is based on personal experience and the opinions of established experts in the field. 

This article was researched and written by Marina Tziakouri. Artificial intelligence was used to create the main image.

Q&A with Marina Tziakouri

What do you see as the key benefits of having the PR Diploma qualification?

As a student pursuing the PR Diploma qualification, I see several key benefits that make it a valuable investment in my professional development.

Enhanced Knowledge and Skills: The PR Diploma has provided me with in-depth knowledge of public relations practices, strategies, and theories. This comprehensive understanding equips me with the skills to navigate complex PR challenges and devise effective communication strategies.

Practical Application: The course emphasizes real-world applications, enabling me to directly apply what I learn to current PR challenges. This hands-on experience is invaluable in preparing me for the practical demands of a PR role.

Career Advancement Opportunities: With this qualification, I will be better positioned for career advancement. Whether I aim for a higher position within an organization or branch into a specialized area of PR, the diploma provides the knowledge and credentials to support my ambitions.

Networking: Throughout the course, I have the opportunity to connect with industry professionals, instructors, and fellow students. This network can be crucial for future job opportunities, collaborations, and staying updated on industry trends.

Confidence and Credibility: The diploma has boosted my confidence in my ability to perform in a professional setting. Knowing that I have a thorough understanding of PR principles and practices gives me the assurance to tackle challenges and contribute effectively to any PR team.

Industry Recognition: Earning the PR Diploma adds credibility to my resume, indicating to employers that I have a solid foundation in public relations. It’s a recognized qualification that can distinguish me from other candidates in a competitive job market.

Overall, the PR Diploma is a stepping stone that provided me with the tools, knowledge, and network to succeed and grow in the field of public relations.

What has been your favourite part of the CIPR PR Diploma course so far?

As a student of the CIPR PR Diploma course, I’ve found that the practical assignments are my favorite part. These assignments challenge me to apply theoretical concepts to real-world situations. They allow me to apply the knowledge gained in lectures and readings to develop communication strategies for hypothetical crises or craft media relations plans for specific campaigns. I also enjoy the discussions and interactions with both instructors and fellow students. The diverse perspectives and experiences everyone brings to the table make for enriching debates and collaborative learning. These discussions have deepened my understanding of PR issues and helped me see things from different angles, which is incredibly valuable in a field like public relations. Overall, the course’s blend of theory, practical application, and peer interaction has made it engaging and relevant, and I’ve enjoyed it the most so far.

Have you yet been able to apply any of the learning, and if so, how?

As a student of the PR Diploma course, I have had opportunities to apply the learning in practical situations. For example, in my current role, I was able to implement crisis communication strategies, PESO model and other models learned during the course. By applying the principles of transparent communication and stakeholder management that I studied, I helped maintain our brand’s popularity and values.

I have utilized the media relations techniques from the course to improve our outreach efforts. This involved creating more focused press releases and pitches, which improved media coverage and improved relationships with journalists. In general, the course has given me practical tools that I have been able to apply directly to real-world challenges, boosting both my confidence and effectiveness in my role.

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