By now, we’ve all heard many perspectives on the effects of AI on the comms industry, from the early adopters to those resisting the benefits in fear of the risks. Leaders in our space, though, fall into the former category, and are considering AI as an opportunity to make us – and our work – better than ever. Here’s why and how three PR pros recommend embracing AI.
The Why
As Praytell owner Andy Pray shared in a recent LinkedIn post, “PR is one of the industries cited as most vulnerable to ChatGPT in a new study. GOOD.”
He continues, “This is a wake-up call, an opportunity, an inflection point long in the making. A chance to focus more on impact and strategy vs. hours and hours drafting press releases no one ever reads or needs or coverage reports that invent global viewerships in the billions. To not drive designers crazy asking for 9 rounds of revisions on mock-ups for new business pitches that aren't paid for. And on, and on, and on.”
The opportunities AI presents go beyond eliminating some tedious tasks and helping us be more efficient. As Pray explains, “Fact is, AI tools already are making our agency more creative, more efficient, and ideally, more able to have a true four day work week. We're not there yet but we're fearless about embracing this opportunity. Because though no one really knows what's coming, we do know that the industry has changed, forever. The question is how quickly folks can embrace the change and work with it vs. sit in conference rooms and worry about it. I know where we are, that's for sure.”
The How
ZavoMedia Group founder Liana Zavo counts four key ways AI is already being used in PR, emphasizing how much we’re already using this tech. Media monitoring and data analysis rank high on her list: “AI-powered tools can scan news articles, social media posts and other online content to identify mentions of a brand or topic. This allows PR professionals to quickly respond to relevant conversations and track their brand's reputation,” she writes. “AI can also analyze large amounts of data to identify trends, patterns and insights that can inform PR strategies. For example, AI can analyze social media engagement to identify which types of content resonate most with audiences.”
Also in AI’s capabilities: content creation like blog and social media posts that are optimized for SEO and social platforms alike. Zavo also highlights a consumer-facing benefit: “Chatbots powered by AI can handle customer inquiries and support, freeing up PR professionals to focus on more strategic tasks.”
The Brand Agency CEO and founder Priscila Martinez shared her take on how to properly take advantage of AI, and she put it bluntly: "if you're a PR pro not using ChatGPT, you are wasting your precious time.”
She continues, “Using ChatGPT, you can now research, develop, identify customer values or changing trends, and strategize optimal campaigns for your clients in a matter of seconds.” Don’t take these enthusiastic takes on this technology to say that our creativity, our skills and our expertise are no longer of value, though. On the contrary: tools like ChatGPT can help us do what we do best, and we can’t rely on them without the human touch.
“Not all chatbot answers will be correct, and this is where your hard-earned skills as a publicist can come in,” says Martinez. “ChatGPT will probably never replace human communicators — industry connections, insider knowledge, and taste level are a few reasons. Publicists will always be valuable; they add a personal touch and provide pathos to your campaign. But ChatGPT is a shortcut that needs to be finessed.”
Zavo concurs, summing up the aforementioned intel concisely: “Overall, AI has the potential to make PR more efficient and effective by automating repetitive tasks, providing insights, and improving communication with stakeholders. However, it is important to remember that AI is only a tool and cannot replace human creativity, empathy, and strategic thinking.”
