With widespread adoption of Industry 4.0 technologies (AI, robotics, computer vision, machine learning, and automation) across most industries, the integration of artificial intelligence (AI) has become one of the most popular. Public relations (PR) is no exception, as AI technologies are increasingly being utilized to streamline processes, enhance communication strategies, create content, and improve overall efficiency. However, as with any technological advancement, there are both pros and cons to consider when using AI as a public relations professional.
1. Data Analysis and Insights: AI-powered tools can swiftly analyze vast amounts of data, such as social media trends, news articles, and consumer sentiment. This data-driven approach helps PR professionals gain valuable insights into public perceptions, allowing them to make more informed decisions and tailor their strategies accordingly.
2. Automation of Routine Tasks: AI can handle repetitive tasks like media monitoring, email campaigns, and scheduling, freeing up PR professionals to focus on more strategic, creative, and personal aspects of their work. This leads to increased productivity and allows for better allocation of time and resources.
3. Crisis Management: AI tools can quickly identify potential PR crises by monitoring online conversations and trends. This proactive approach enables PR professionals to respond swiftly and effectively, minimizing the potential damage to a company's reputation.
4. First Drafts for Idea Generation: While we wouldn't recommend blindly looking to tools such as ChatGPT to write a body of work to do it all for you, it's a great way to help get the creative juices flowing if you feel stuck and need a little help in getting the ball rolling.
1. Lack of Human Touch: One of the main drawbacks of AI in PR is the potential loss of the human touch. Genuine human interactions and emotional intelligence are integral to building relationships with stakeholders. Relying solely on AI can lead to a perceived lack of authenticity in communication.
2. Misinterpretation of Context: AI tools may struggle to accurately understand the nuanced context of certain situations, leading to misinterpretations or inappropriate responses. This can result in PR blunders that damage a company's reputation. So for those who are concerned about AI eliminating the need for humans, especially in PR, think again. Sure, utilizing AI is fantastic. However, making sure there's someone on your team who knows how to use it correctly and triple check its results is a must.
3. Creativity and Nuance: Crafting compelling and creative PR messages requires a level of nuance and creativity that AI currently struggles to replicate. While AI can assist in generating ideas, it often lacks the ability to capture the essence of human emotions and storytelling. So think twice before replacing a PR pro who is an excellent writer and researcher, with AI technology such as ChatGPT to write your media pitches.
4. Privacy Concerns: The use of AI in PR often involves processing large amounts of personal data. This raises concerns about privacy and data security, especially if confidential information is required to give the AI more context or background information.
The Elephant in the Room: ChatGPT
Every PR professional differs in which tools they use to generate impact for their clients and how they utilize them. There are countless pieces of the PR puzzle that include research, pitch writing, press release crafting, media monitoring, reputation management, you name it. Therefore, the way one uses ChatGPT can differ from another.
How does Green Lane Communication utilize ChatGPT?
We utilize it to help with research and gathering statistics, copy editing, and from time to time we'll use it to help piece together first drafts of content. Another way we utilize ChatGPT internally is by taking articles that we write, such as this one, and have ChatGPT extract bits and pieces we can use in social media content.
The Key Takeaway:
While AI can undoubtedly streamline processes, provide valuable insights, and enhance efficiency, it should be used as a complementary tool rather than a replacement for human intuition and creativity. Striking the right balance between AI-driven automation and human expertise is essential to leverage the strengths of both for a more effective PR strategy. As the technology continues to evolve, public relations professionals will need to navigate these pros and cons thoughtfully to harness the full potential of AI while maintaining the integrity of their communication efforts.
Interested in learning more about the intersection of AI, public relations, and what it can do to help amplify your brand's awareness, build trust, and establish credibility? Send us a message today.