Public Relations is an industry that is always changing and adapting. To be a good PR practitioner, you must be able to understand new trends and be innovative. The same applies to AI and technology. With the emergence of AI, many in the field are worried that it will make them obsolete and replaceable. Although valid, this fear should not consume the PR industry. Bank tellers were very afraid and thought they would be replaced once ATMs were invented. But bank tellers are still around today and have learned a plethora of skills now that they are not consumed with the menial tasks of their job. A similar outcome will be the case with PR. Those in the field will now be able to focus on creativity, ingenuity, and problem-solving rather than emails and press releases. Implementing AI is just another step in the evolution of Public Relations.
In the public relations career, artificial intelligence offers a frontier of change to certain aspects of the communications field. The benefits of this new technology enhance time proficiency for PR practitioners by strengthening the decision-making process behind campaign creations. Staying ahead of the trends, AI tools extend to research and media coverage that inevitably help organizations stay ahead of their competition. According to Grow Public Relations; “The Future of Public Relations: Can AI Replace Humans?”AI-driven technology is revolutionizing the PR industry by supporting communication professionals to reinforce their campaigns and targeted audiences. In our world, where technology is growing rapidly, AI has provided beneficial results for PR practitioners and will grow to be an essential tool for creative strategists in the future.
With the continuing growth of AI and the expansion of its use in the workplace, we see public relations professionals who are more resistant to accepting the new technology in this field. There is a concern about AI making public relations jobs replaceable or obsolete; however, many believe it is just another tool to be used for marketing to your company’s public. According to How To Effectively Embrace AI In Public Relations And Marketing, by Forbes, “Through AI-powered analytics, PR professionals can dissect vast volumes of data, uncovering valuable insights that guide strategic decisions.” Public relations professionals are now able to see the direct impact of marketing and campaign strategies due to the information AI gives them.
This grants PR practitioners the opportunity to bypass simple and mundane tasks, which allows more time to be spent thinking about creative strategy that is irreplicable by AI. Artificial
intelligence can craft media lists, design personalized copy, write email replies, and enhance the efficiency of crisis communications (PR Lab 2023). PR created by AI should be edited and checked before distribution, which is where humans can utilize their judgment and creativity to ensure quality content is released. AI is an asset to the digital media marketing world, and with the rise of influencer marketing and social media, AI will be an essential tool that the PR world needs to learn to work with.
The influx of technology over the last century has consistently worried individuals in careers that may be more likely to be replaced by AI. However, we encourage individuals, like those in the PR industry, to look at AI as a tool and a resource for a more effective and creative industry experience. AI will enhance the careers of those in the PR industry while still finding human interaction within the industry necessary for a successful campaign.