A sword is certainly an appropriate analogy. In the ancient Greek parable, a courtier to King Dionysius I of Syracuse named Damocles, craved wealth and power. In a bid to show him that being king meant having to contend with all sorts of issues and never enjoying the power, Damocles was forced to sit under a sword suspended by a hair. The expression ‘Sword of Damocles’ is used to highlight the dangers that come with power and responsibility.
Artificial Intelligence (AI) is touching all our lives and is developing at an exponential rate, which has certainly posed a number of existential issues regarding the future of humanity. However, this article looks specifically at how AI has impacted the Public Relations (PR) industry, in which Hertfordshire PR agency, Blackbird Communications, has operated for over 16 years.
Firstly, let’s define the context in this market. Generative AI is a type of artificial intelligence that takes human input and develops something new with it, from music to writing to video or images. It can also be used outside the creative industries for generative engineering and synthetic data. The definition of AI is, broadly speaking, “a machine’s ability to perform the cognitive functions that are associated with the human brain.”
Specifically for marketing and PR purposes, the development of AI applications, such as ChatGPT, Jasper and Perplexity, for example, are already being embraced by content marketing providers to create social media posts, press releases, blogs, or email correspondence and proofreading.
So, what are the benefits and risks of this technology?
Benefits of AI in PR
Automation and efficiency
AI has the power to streamline PR processes by automating routine tasks. Chatbots can handle common inquiries, freeing up PR professionals to focus on strategic and creative work. AI also excels at automating media monitoring, sentiment analysis, and other data-driven tasks essential to effective PR. A global survey in 2022 found that 90 percent of marketing professionals across 35 countries were using artificial intelligence tools to automate customer interactions, compared to 88 percent in 2021. It’s likely that in 2025, 100% of PR agencies will have embraced generative AI in some capacity.
Data analysis and insight
One of AI’s most significant contributions to PR is its ability to analyse vast amounts of data quickly and accurately. PR professionals can use AI to identify patterns and trends in media coverage and social media conversations, enabling more informed decision-making about messaging and strategy. This capability is particularly valuable in crisis communications, where real-time analysis can help PR teams respond swiftly and effectively.
Personalised communications
AI enables PR professionals to create more personalized and engaging communications. AI-powered content recommendations can help identify the most relevant content for different audiences, while personalised messaging and advertising can be crafted based on user data and preferences.
Content creation
AI tools can assist in generating high-quality content such as press releases, blog posts, and social media updates, significantly reducing the time required for these tasks. While human oversight is still necessary, AI can provide creative suggestions and help PR teams brainstorm innovative ideas.
Risks of AI in PR
Ethical concerns
The use of AI in PR raises several ethical questions. There are concerns about data privacy and security, as AI systems often require large amounts of data to function effectively. Additionally, the potential for AI to generate convincing but false or misleading content poses risks regarding the spread of misinformation.
As AI sites such as ChatGPT are still being developed, people don’t fully understand what happens with the information you put in. Companies are concerned that potentially confidential information may be kept on the site’s database and could breach data protection laws. Additionally, the issue of plagiarism could become a potentially big issue.
Lack of human touch
While AI excels at data processing and automation, it lacks the personal touch and emotional intelligence, that’s often crucial in PR. The industry relies heavily on creativity, empathy, and human connections, which AI struggles to replicate (at the moment). This could result in mechanical or generic content which fails to connect with audiences on an emotional level.
Misinformation and bias
AI systems are only as good as the data they’re trained on. If this data is irrelevant, incomplete, or biased, it can lead to misinterpretation and potentially incorrect or misleading conclusions. This is particularly concerning in sentiment analysis, where AI may not always accurately capture the tone or context of a message.
Over-reliance on technology
Whilst AI can enhance PR efforts, there’s a risk of over-reliance on technology. This could lead to the neglect of traditional PR skills such as writing, strategy creation, and interpersonal communication. In crisis communications, human judgment remains essential in determining appropriate responses. See Blackbird’s blog on this subject HERE.
Transparency issues
The use of AI in PR campaigns raises questions about transparency. Stakeholders should be informed when AI is used to generate or modify content, and PR professionals must ensure that AI tools are used ethically.
In conclusion, AI presents both opportunities and challenges for the PR industry. While it can significantly enhance efficiency and provide valuable insights, it’s crucial to balance these benefits with the need for human creativity, ethical considerations, and authentic communication. As AI continues to evolve, PR professionals must adapt too, to ensure that integrity and professionalism is maintained, whilst mitigating risks.
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