Balancing AI and the Human Touch in PR

By Alana Edwards, Senior Account Executive

In the ever-evolving landscape of technology, the rise of generative artificial intelligence (AI) continues to make waves across industries, including PR and integrated marketing. This raises the question: What does the proliferation of AI mean for a field defined by creativity, nuance and personalized interactions? Incorporating AI to enhance communications strategies and practices demands a delicate balance between technology-driven efficiency and the irreplaceable human touch.

IDENTIFYING EFFICIENCIES

Routine Tasks

In communications, time is always of the essence – and employing AI can improve efficiency in routine tasks like gathering clips and compiling reports. By streamlining these tasks with AI, communicators can conserve valuable time for more impactful work, such as creating compelling content and conducting personalized media outreach.

Content Ideation

When it comes to content development, whether media pitches, blog posts or social media copy, generative AI serves as a valuable ideation tool when guided by relevant prompts and background information. However, AI still struggles with storytelling – tools like ChatGPT churn out copy that’s usually passable but rarely exceptional. AI-generated copy can’t match what’s produced by skilled professionals who specialize in crafting creative narratives that resonate with audiences and reflect a deep understanding of clients and their goals.

Despite its limitations, AI can be harnessed to amplify the impact of human storytelling. AI can assist in distributing and optimizing messages for different formats and channels, boosting the overall effectiveness of communicators’ thoughtfully developed content. It’s important to note that any content produced with the help of AI should undergo thorough human oversight and quality control, especially given generative AI’s tendency to ​“hallucinate” inaccurate information.

Media Relations

Now more than ever, personalized outreach stands as a linchpin in effective media relations. According to Cision’s 2023 State of the Media Report, 74% of surveyed journalists say PR professionals can make their jobs easier by understanding their target audiences and relevant topics. While generative AI can assist in brainstorming pitch ideas and storylines, its value lies more in creating other operational efficiencies that allow PR professionals to dedicate time to building and nurturing media relationships. Tailoring outreach efforts to individual journalists and their audiences, as well as supporting their storytelling needs, yields mutual benefits and contributes to coverage that aligns with client interests.

Sentiment Analysis

AI-powered sentiment analysis tools, which are already integrated into platforms like Cision and Critical Mention, offer a quick assessment of public perception. These tools efficiently monitor conversations about a brand across vast amounts of textual data scraped from news coverage, social media and beyond. However, sentiment analysis has its limitations. As digital consumers ourselves, we’ve all encountered seemingly straightforward headlines or posts that, upon a second look, turned out to be satire or clever cultural references. Lacking this lived experience and command of language, AI often fails to pick up on these nuances. The level of contextual interpretation that only humans can provide remains crucial, especially when analyzing subtler sentiments that might be expressed in important media coverage and by opinion leaders.

LOOKING AHEAD

AI as a Stakeholder

In PR and integrated marketing, it’s standard practice to carefully consider the needs and perceptions of stakeholders, from consumers to the media. Today, a paradigm shift is underway as AI itself becomes an increasingly important stakeholder. How AI perceives a brand now directly influences how it presents that brand to users of AI tools.

Static training data constrained earlier generative AI tools, which was why ChatGPT’s previous iterations only drew responses from internet data predating September 2021. Newer models’ advancements allow them to actively search the internet to generate responses. While tools like ChatGPT and Google Bard may not outpace traditional searches any time soon, the relationship between search and AI integration will impact how brands optimize their online presence. By dynamically pulling in live internet data, AI responses increasingly reflect real-time online sentiment and news coverage. However, AI’s recommendations could diverge from traditional SEO, impacting brand presentation and perception in real time through the interplay of traditional media, online presence and AI optimization.

Industry Outlook

As we navigate this new chapter, communicators are cautiously embracing AI in their practices. According to Muckrack’s State of AI in 2023 report, approximately 61% of surveyed PR professionals currently use or plan to explore generative AI. By approaching AI as a supplemental tool with the potential to enhance, rather than eclipse, our field’s defining personal touch, we can pave the way for a future where technology and human expertise converge for stronger storytelling and relationship building, driving client success as the industry progresses into this exciting era.