AI in PR: A Powerful Tool, Not a Replacement for Human Creativity

Artificial Intelligence has become widely popular in recent years and has impacted many different careers. There are many AI resources that can make it easier for people to gather large amounts of data in order to figure out strategic plans. “Using AI analytics and algorithms, PR professionals can collect and dissect through large amounts of data” (Kreth 2023). With this type of technology, companies are able to more readily gather data needed to analyze the challenges their businesses face. Resources like ChatGPT can help workers create messages and ideas for the client. However, AI technology still isn't completely perfect and mistakes can be created. That's why it is important for professionals to double check the work done by AI. There are many other AI tools that businesses use in order to sort through data. Through “social media sentiment analysis, businesses can better understand the customers wants and needs” (Gomez 2023). This tool is really helpful when wanting to stay relevant and keep up with consumer trends. With AI, companies can spend less time on adding up all the information, and instead can focus on the work AI can't do. That leads us to the problems concerning AI impact on human touch. Many people wonder if AI is going to take over some professions completely. That's why it is important to have a balance of AI and human touch. I suggest leaving all the data gathering and analytics to AI. When interacting with other people and using creativity to solve problems, it's best to leave that to humans. Not only will this help with bias and errors, but I feel it makes the job more rewarding. People don't want to see stuff completely generated and fake, they want to see real stories and connections. You should not rely on AI, but rather use it as a tool. Regarding ethics, “transparency and disclosure” (Ewing 2023) are important practices to keep in mind when incorporating AI into PR. Be honest to your client or audience about how you are incorporating AI into your work, doing this will help create trust and a stronger bond. Biases may also occur when incorporating AI into PR practices. It's important to ensure fairness and to diversify your sources to ensure there is no discrimination. Not only biases, but fake information can also cause lots of problems. The spread of misinformation by a company can leave them seen as untrustworthy. That's why you have to make sure all the information gathered is credible and reliable. Personally, I believe AI tools such as automatic reviews to be unethical. I feel it is easy to tell when a company has a bot, or fake review posted. As a potential customer, it makes me feel I shouldn't trust the company since they have to create fake people in order to get business. Instead companies should ask recent buyers if they are willing to write a review. Overall, AI can be a very helpful tool to PR professionals when utilized correctly. That's why it is important to do research and consider the pros and cons of using AI along with ethical concerns.

References

Ewing, M. (2023, September). Navigating Ethical Implications for AI-Driven PR Practice. Www. https://www.prsa.org/article/navigating-ethical-implications-for-ai-driven-pr-practice#:~:text=Transparency%20and%20disclosure%20are%20also

Gomez, R. (2023, May 31). How AI is changing communications and PR: Risks and benefits. Sprout Social. https://sproutsocial.com/insights/ai-in-communications-pr/

Kreth, M. (2023, September 11). Council Post: How To Effectively Embrace AI In Public Relations And Marketing. Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2023/09/11/how-to-effectively-embrace-ai-in-public-relations-and-marketing/?sh=44f5ac8d7b68