Navigating the Cosmos: AI's impact on PR
Photo by Lorenzo Herrera on Unsplash
By Elisabeth Borski
Few topics occupy society as much as the introduction and impact of artificial intelligence. Whether in facial recognition to unlock your cell phone or using the Amazon Alexa voice assistant, consciously or not, artificial intelligence has long been a part of our everyday lives. Nevertheless, it is clear that further, more advanced innovations in artificial intelligence are coming, as these technologies are developing very fast and already affect every industry, including the comms cosmos. Today, we want to dive in and discover the benefits of AI in PR, as well as the threats we may have to face in the coming years.
From Aristotle to TikTok: PR is a field of adaptation
To form a well-informed opinion, let's trace back to Ancient Greece, where the roots of persuasive communication were first documented. Fast-forward thousands of years, and Public Relations (PR) remains vital. The recent surge in technological advancements, particularly with social media platforms like TikTok and YouTube, has significantly reshaped the communication landscape. PR, once confined to newspapers, radio, and TV, now navigates the dynamic realm of evolving mediums. Notably, PR continually adapts to environmental influences, surviving through economic, media, and political dynamics. The enduring relevance of PR highlights its ability to swiftly adapt to change. In this ever-evolving field, PR experts must stay agile, mastering new communication channels to effectively navigate the contemporary communications cosmos.
Cosmic Harmony - AI and PR
In the dynamic realm of Public Relations, where adaptability is paramount, embracing the transformative influence of AI promises a wealth of advantages. AI introduces a paradigm shift by automating intricate tasks like media monitoring, follow-ups, clipping collection, and text control, ushering in a new era of efficiency and precision. The beauty of AI lies in its capacity to handle extensive datasets with unparalleled speed, providing PR professionals with deeper insights and fostering more nuanced information exchange. Furthermore, AI's proficiency extends to sentiment analysis within the media landscape, empowering PR experts to swiftly identify trends and proactively address potential challenges. This seamless integration of human expertise and AI-driven efficiency not only elevates the practice of PR but also positions it at the forefront of innovation, ready to navigate the future with unparalleled insight and foresight.
The Human Element AI Can't Mimic in PR
While the integration of AI in PR offers numerous benefits, it also brings forth certain challenges. At its core, a significant hurdle lies in the issue of trust in technology. Trust, a cornerstone in PR, is inherently human-centric. While AI excels at data analysis, it falls short when it comes to understanding the intricacies of human emotions and contexts. This is particularly crucial in PR, where trust plays a pivotal role in managing relations with both media representatives and consumers. The concerns of job displacement underscore the necessity for PR professionals to adapt and upskill in the face of these new challenges. This adaptation may prove more challenging for older professionals who must acquaint themselves with entirely new skill sets. Another critical consideration is the issue of algorithmic bias, which poses a risk of inadvertently reinforcing stereotypes in AI-generated data or content. Recognizing these boundaries of AI in grasping the depth of human interaction is vital for PR professionals as they navigate the evolving landscape.
Question for the space captain Ela - Where does Laika stand?
“At Laika, we are currently using the tip of the iceberg: text creation, correction loops, notes - all of this is now done in conjunction with AI. AI is therefore currently above all a liberator, accelerator and refiner of our routine activities. We are open to experimenting more and learning more about new technologies. After all, curiosity is one of our core values. At the same time, we recognize to be careful with sensitive information or adopt AI ideas and texts without reflection.”
Last words
A balanced approach, leveraging AI for efficiency while preserving human insights, is key to ensuring the ethical and effective use of technology in the dynamic field of Public Relations. AI has arrived in our lives and will continue to affect all areas of life. Society needs to figure out what the future looks like with AI and which rules will need to be applied. For PR work, the first thing to note is a clear simplification of routine activities. Nevertheless, given the pace of AI development, it is uncertain how far these technologies can develop and what impact they will have should more advanced AI emerge that can take over human cognitive abilities.
In the words of our captain Ela: “Our industry will have to respond to this - possibly by adjusting the workload and assigning a higher monetary value to activities that cannot be performed by AI. After all, human qualities such as empathy, emotional intelligence and cultural understanding are still indispensable for more demanding PR tasks.”
The fact is, PR is a discipline that adapts to circumstances and manages to survive through many challenges and changes.
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