Pros & Cons of AI In the PR World
By Allyson Thompson
By now, almost everyone is familiar with artificial intelligence and its impact on our daily lives—but what about its effect on the PR world? To succeed in the PR field, professionals must adapt to new ideas and technology. So, how can AI be incorporated as a resource rather than being viewed as a liability?
In an article published by Prowly titled “AI in Public Relations: The Benefits and Risks of Change,” Nicholas Berryman uses data to show how AI is transforming the PR industry—for better and worse.
First, the pros:
Enhanced Efficiency and Productivity
One of the main advantages of using AI in PR is the potential for more efficient and productive workdays. How is AI contributing to greater productivity? The article states that 76.6 percent of PR professionals use AI to handle tedious, repetitive tasks, such as conducting research and monitoring social media. This allows employees to spend their time on more valuable activities, such as client meetings. Not only does this increase productivity for workers, but it also benefits the company’s budget. With AI handling repetitive tasks, companies can allocate resources more flexibly. In fact, 43.5 percent of respondents reported that AI use reduced overall costs and resource demands for companies.
Improved Ideas and Inspiration
PR is a creative, idea-driven profession that can often lead to burnout. AI can provide a virtual helping hand, helping to kick-start new ideas. According to the article, 42.2 percent of respondents are already using AI to enhance their “communication efforts.” This includes generating press releases, developing branding concepts, and even drafting personalized messages for clients.
However, AI has sparked debate over its reliability. Here are some cons:
Manipulation and Fake News
When asked what concerns them most about AI, 63.9 percent of surveyed professionals cited reliability and credibility as top worries. AI-generated content can sometimes contain inaccuracies or misinformation, requiring professionals to spend valuable time fact-checking the output.
Loss of the Human Touch
While AI is useful for generating new ideas, some worry that it can make PR communications sound robotic. Among those surveyed, 56.1 percent identified the loss of the “human touch” as a key concern. How can this be addressed? AI can serve as a starting point, but it’s up to PR professionals to refine and finalize ideas to ensure the result feels authentically human.
In My Opinion
Although I’m far from an expert on this topic, I believe AI can be a valuable tool for the PR industry if used correctly. I personally feel that I don’t leverage this tool enough in my daily work. After reading this article and researching how AI benefits professions worldwide, I may consider using AI for more than just grammar checks.
