It wasn’t that long ago when Public Relations (PR) practitioners were faxing news stations, hand-delivering printed press releases, and dubbing over beta tapes so broadcast outlets had access to the amazing video footage you wanted to share as part of your storytelling efforts.
A lot has changed since then.
Social media, smartphones, digital content, and yes, Artificial Intelligence (AI). As someone old enough to remember how things “used to be done” but young enough to love how far we’ve come, I can attest to the importance of leveraging new innovations and tools so we can do our jobs more efficiently and produce better products for our clients and brands.
In today’s rapidly evolving digital landscape, effective content creation and PR campaigns have become integral components of any successful business strategy.
But like anything else, the pendulum does swing a bit too far occasionally. The surge in online communication channels and the growing demand for personalized, engaging content has placed intense pressure on content creators and PR professionals to adapt and innovate.
Enter AI tools like ChatGPT. Technology like this is – or should be – revolutionizing how content is created and PR strategies are developed and executed.
As AI reshapes the industry, practitioners and business leaders need to understand how communications professionals should and should not be leveraging these tools for greater success.
Being Aware of the Risks AI Tools Pose for Public Relations
The power and potential benefits of AI tools is undeniable. I’m personally using it to help facilitate different parts of the strategic communications and content development process. Admittedly, I’m learning as I go (I think everyone is right now), but if done the right way, the benefits are amazing.
While these tools have brought significant advancements to the industry, they also come with certain risks and challenges that PR pros should be aware of:
Lack of Human Touch/Lack of Authenticity:
AI can automate various PR tasks, but with the currently technology, it could struggle to replicate the “human touch” and nuanced communication needed in certain PR situations. Communications and content are all about connecting with people, and this could potentially lead to a disconnect you’re your audiences.
Reliance on Technology:
As innovative and new as these tools are, there are still practitioners who have an overreliance on AI tools. These are advanced tools, but they require human intervention. If you don’t provide the oversight, this can lead to errors and miscommunications, especially during PR crises or sensitive situations.
Misreading Sentiment and Feedback:
AI tools analyze data and help identify trends. Even generative AI tools are only as good as the data they analyze. This is where the “human oversight” comes into play. These tools can miss nuances in language or implied tone, leading to inaccurate analyses and misjudged sentiment.
Privacy Concerns:
Those organizations using AI tools to manage client information and data have a mountain of privacy concerns to address. Today, we’re talking about PR practitioners and content creators utilizing those tools as part of their jobs. You may not be managing client data, but you need to fully understand what information you’re using. Just because the AI tool helped you create something doesn’t mean that data or information should be used. Review everything and fully understand what content you’re working with.
Algorithmic Bias:
Biases exist everywhere and with everyone. AI tools may only be designed to think like humans, but they can also have biases. We’ve said it before, but these tools are only as good as the data they are analyzing. If that data has biases present, then the AI tool may incorporate those biases into the content it provides. As you’re working with these tools, keep that in mind. Focusing on your audiences, just like you would without the AI tools, can help you keep an eye on ensuring it’s the right content to push you toward success.
There are others, of course, but to navigate these risks, PR pros must strike a balance between AI-powered automation and human expertise.
Embracing the PR Possibilities with AI Enhancements
Just for today, we’ll ignore the anxiety around AI for any industry, especially communications and content creation, and just assume you’re comfortable using AI tools. If you’re thinking about using AI tools, there are some natural benefits to your strategic communications process to consider:
Automating Content Generation:
Content is at the heart of any successful communications campaign. Unfortunately, producing high-quality content at scale is a constant challenge. Generative AI tools are now capable of generating content (text, photos, outlines, summaries, etc.), making it easier to produce articles, reports, and even marketing copy efficiently. Think about the repetitive tasks that fill your day – product descriptions, social posts, blogs, and even press releases. AI tools can help create these materials, freeing you up to work on other tasks.
Tailored Content Personalization:
The shotgun approach to content stopped working more than a minute ago. Content needs to be tailored to your audiences, full stop. The good news is that AI tools can analyze a huge amount of data in a very short amount of time. They can also recommend types of content, language, and wording based on brand and audience personas and data, giving you a step up on engaging with them and meeting their tailored content expectations.
Social Media Management:
Back when we were still faxing press releases, social media started to hit the PR scene. Today, social media is a must for PR and Content campaigns. Unfortunately, there’s the ongoing pressure to be on as many channels as possible, oftentimes with smaller teams. AI tools can not only help you create social media posts, but they can help analyze the metrics, suggest content ideas, and identify trending topics. Combined with social media management platforms, AI tools can elevate your brand’s social media game quickly.
SEO and Content Optimization:
SEO is all about data and analytics, making it a perfect fit for AI-powered tools. It’s also critical for a successful content strategy. AI tools can help you analyze keywords, create keyword-rich content, recommend changes for websites and landing pages, do competitive analyses, and so much more. Content creators and strategists can leverage this power to ensure they’re getting the biggest return for the content they are creating.
An AI-Infused Public Relations Industry is Here
The list of benefits goes on and on. PR pros, content creators, strategists and others simply need to ask the question, “how can AI help make this process better?” In fact, you might be able to ask ChatGPT that very question. Give it a shot and let me know!
However, you use it, what’s true is that the integration of AI into content creation and public relations is transforming the way businesses communicate and engage with their audiences. And yes, it can be scary, but the benefits are there, and practitioners need to learn how to work with these tools to elevate their plans, process, content, and results.
Ultimately, embracing AI tools is not a choice but a necessity in today’s communications industry. I asked ChatGPT, “As a communications professional, what happens if I don’t embrace Artificial Intelligence tools like ChatGPT?”
The answer was scary, but accurate. Try it out!
More Strategic Thoughts
Here are some additional posts to help as you create your Strategic Communications campaigns and plan your announcements:
– Timing is Everything: Tips on When to Make Your Announcement
– Why You Should Take the “It’s THEIR Platform” Mentality for Social Media
– Do I Really Need A Strategic Communications Plan?
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
