15 August 2024

AI and PR: The essential human touch in a technological era

The integration of artificial intelligence into public relations has created both opportunities and challenges

The future of PR lies in the integration of AI into the physical work environment. Image: iStock

By Belmont NewsBeat

The debate over whether artificial intelligence (AI) will eliminate jobs continues unabated. In June 2023, within the first half-year of ChatGPT’s introduction, Goldman Sachs predicted that AI could replace 30% of jobs in Hong Kong, primarily in the finance and insurance sectors. Conversely, there is also the view that AI is not about replacing jobs, but instead, creating new ones.

In fact, studies repeatedly find that the number of jobs created by the proliferation of AI will supersede those lost to the technology. The World Economic Forum’s Future of Jobs Report for instance, found that while 85 million jobs will be lost to AI between 2020 and 2025, 97 million positions will be created within the same timeline.

Despite the much talked about benefits the technology can bring to the PR industry — including the automation of mundane manual tasks, and access to advanced analytics and predictive insights among many, many more — we must be confident about one thing: the unique value of humans, particularly in the PR industry, cannot be replaced by machines.

According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” This definition highlights the human-centric nature of PR, emphasising the importance of relationships and strategic communication.

While AI-powered tools can automate certain tasks and offer valuable efficiencies, they cannot replicate the strategic thinking, industry expertise, and human connections that are at the heart of successful PR campaigns.

The human touch: an indispensable element

AI understands language and can put words in the right order, but it cannot grasp societal or cultural context. Human writers, with years of learned experience, bring a deep understanding of cultural dynamics. This is especially crucial when writing public relations or marketing content.

Empathy is another area where AI falls short. AI cannot put itself in someone else’s shoes or understand the emotional weight behind certain experiences. For example, a plumbing company’s message about being available in freezing weather to fix burst pipes resonates more when written by someone who understands the stress of a flooded basement.

At its core, PR is about making an emotional connection with the audience, a task AI is still currently, and may be so for a time to come, ill-equipped to handle. Creativity is another aspect.

Creativity, empathy, strategic insight

Effective PR campaigns require a deep understanding of the target audience, the competitive landscape, and the nuances of a brand’s messaging. The best PR professionals possess a unique blend of creativity, empathy, and strategic insight that allows them to develop compelling narratives, build enduring relationships, and navigate the intricate web of media and public perception. These are capabilities that AI, with its present limitations, cannot fully replicate.

Besides, PR extends far beyond content creation. It encompasses crisis management, influencer outreach, and media relations — all areas where human judgment, emotional intelligence, and nuanced understanding are critical. The ability to anticipate public reactions, manage reputational risks, and engage authentically with stakeholders is a uniquely human skill set that remains essential in the complex and ever-changing media landscape.

Double-edged sword

AI’s advantages in PR are undeniable. It can streamline tasks such as media monitoring, content creation, and data analysis, thereby making PR work more efficient and allowing professionals to focus on higher-level strategic initiatives. AI also can provide real-time insights, automate repetitive tasks, and analyse large datasets to identify trends and sentiment, thus augmenting the capabilities of PR professionals.

For instance, AI can play a part in tracking crucial media coverage and social media mentions across numerous sources, contributing to timely insights. In alleviating the time consuming aspect of research, AI actually enables communications professionals to provide clients with better analyses and strategies, particularly important in times of crises.

However, there are inherent risks associated with an over-reliance on AI. In April 2023, an Australian mayor filed the first-ever defamation lawsuit over ChatGPT content after the platform distributed information that falsely implicated him in a foreign bribery scandal. These incidents underscore the potential for AI to generate misleading or inappropriate content, posing significant risks to reputation management and highlighting the necessity for human oversight.

Balancing technology and human insight

While AI can enhance the capabilities of communications professionals, it is the human element that ultimately drives meaningful connections and builds trust. In the age of rapidly advancing technology, PR continues to matter because it bridges the gap between organisations and their audiences through authentic interactions and strategic messaging.

That being said, there is now a trend of the young turning to AI chatbots for therapy and dating, and in some instances, some people cannot distinguish ChatGPT from a human in a conversation test.

Put simply, all this means we need to be investing in continuous learning and staying abreast of technological advancements to up the ante when it comes to communicating on behalf of brands. Understanding both the risks and opportunities of AI will enable us to leverage these tools effectively while maintaining the ethical standards and human touch that define the profession.

As technology continues to evolve, the role of communications professionals will also transform. For those old enough, we remember the times before social media — AI is but the next frontier. And there will be another in time to come.

The future of PR lies in the harmonious integration of AI and human expertise. As we navigate an increasingly digital world, investing in robust PR strategies that leverage technology while staying true to the principles of human connection and credibility is essential for any organisation aiming to thrive in the modern communications landscape.

Leadership, Strategy, Technology