PR still needs humans in the age of AI

Photo courtesy of Nahrizul Kadri on Unsplash

From content creation to data analysis, the use of AI tools are becoming more common in many industries, including public relations. While understanding how to use these tools is becoming increasingly important, AI-generated content should not replace the human skills that are essential to the field.

It is important to know and experiment with the potential of AI as a tool. When used correctly, it can actually aid the public relations industry, especially with busywork. It can help professionals be more efficient so they can focus on the strategic part of their work. However, there is a fine line between using AI as a helpful tool and relying on it so heavily that the human aspect of public relations begins to fade and eventually disappear. 

The public relations industry is centered around building and maintaining relationships with publics. Relationships are built around mutual trust, and that trust is developed through real and authentic communication that only humans can provide. While AI may be able to generate responses and content, it fails to replicate genuine human emotions and its complexities. 

Although you may not have noticed, AI-generated responses can reflect major biases; it will almost never provide you with a truly objective answer because of the way that it is trained. AI is trained to reinforce the ideas that the prompter is giving it. Since the public relations industry often requires professionals to craft messages for diverse audiences, AI lacks the awareness and nuance that is needed. 

It is essential for public relations professionals to understand where their organization stands on the use of AI before there is any implementation. Different companies have different policies and expectations when it comes to AI-generated content. Always ensure that the tools you use align with your organization's values and ethical standards. As AI and the public relations industry continue to evolve, it is crucial that professionals know how to use it ethically and responsibly to protect the human side of the field.