Embracing AI in PR
How to survive and succeed in the industry.
Our PR Account Manager, Ed Webb, shares how in navigating the evolution of AI in PR, he has transitioned from feeling like an imposter to realising that embracing this technology is now essential for survival and success in our industry.
When artificial intelligence (AI) first began making waves back in 2022, I found myself grappling with a sense of imposter syndrome. I had been using AI, in a primitive form, to complete basic tasks before the phenomenon that is the version of Generative AI we know today. However, any time I used AI to draft entire pieces of lengthy copy, brainstorm ideas, or even take meeting notes, it left me with a feeling of fraudulence – like I was doing myself an injustice.
Fast forward to now, and after attending a recent PR Masterclass session hosted by PRMoment, I left with a renewed perspective. That initial trepidation has been replaced by a recognition that I was simply an early adopter, and now, it’s clear: PR professionals who aren’t leveraging AI in their daily operations are at serious risk of being left behind.
Don’t get left behind
It’s not just individual practitioners – entire agencies need to integrate AI into their workflows to remain competitive. However, AI integration isn’t as simple as purchasing a couple of tools and letting them loose. This is a transformation that requires a strategic approach, including thorough research and well-informed recommendations on where AI can make the most significant impact. It’s about understanding which AI tools best suit the company’s unique needs before weaving them into the fabric of the organisation.
Throughout the masterclass, there were parallels aplenty being drawn between the current AI revolution and the dot-com bubble at the turn of the millennium. Just as the internet redefined how businesses operated, AI is now heralded as a grand rewiring of business operations. The scale of change AI brings is unprecedented, and those who don’t adapt may find themselves as obsolete as dial-up internet.
Use AI to enhance, not replace
One of the key takeaways from the session was the realisation that no single AI tool can do every job. It’s essential to use a variety of AI tools, each selected for its specific strengths, and to use them interchangeably to maximise efficiency and effectiveness. This modular approach ensures that AI complements rather than replaces the human touch that is so crucial in PR.
The dystopian fear that AI will replace human professionals dates back decades, but so far has been proven unfounded. However, a reality that many need to wake up to is that AI-literate individuals will soon outperform their AI-illiterate counterparts. Understanding how to work with AI is now central to how we operate, and as PR professionals, we need to stay ahead of the curve.
Yet, it’s important to remember that AI is not a silver bullet. Using AI to do everything is not only unrealistic but could be detrimental. AI should be viewed as an overlay to enhance existing processes rather than a solution to broken ones. This distinction is crucial because AI, for all its power, is not infallible. It can still make errors, and there are significant security and privacy considerations when handling client data – knowing how to navigate this legal minefield is essential.
When integrating AI into workflows, agencies must go granular in their analysis. This means scrutinising processes at a detailed level to identify where AI can drive the most value. This granular approach enables a more precise understanding of where and how processes can be optimised. One critical piece of advice was clear: don’t throw AI at a broken process. AI needs a solid foundation to deliver the best results.
Testing is another critical component of AI integration. It’s not enough to test AI tools in a controlled sandbox environment. Agencies should involve clients in the testing phase, bringing them into the process to ensure that AI-driven solutions meet real-world needs. This collaborative approach not only builds trust but also ensures that the AI applications developed are practical and effective.
Value in = value out
A fascinating concept discussed was that of prompt engineering – crafting the inputs AI needs to generate valuable outputs. With AI, the quality of your prompt is only as good as the effort put into creating it. Prompts must be well-thought-out, structured, and provide enough context to elicit a sound response. However, the outputs from AI should never be taken as gospel. They require tweaking and editing to ensure they align with the client’s tone and style.
While AI can enhance many aspects of PR, it cannot replace the natural knowledge and intuition that come from building relationships with journalists and understanding their needs. This human element remains irreplaceable. Moreover, transparency with clients is key; some clients may not be entirely comfortable with the idea of AI-generated content or pitches. It’s vital to have open conversations about AI use and to respect clients’ preferences and concerns.
We are living in a time where the pace of communication is faster than ever, and real-time responses are becoming the norm. However, prioritising speed over quality can have severe repercussions which, in a worst-case scenario, can mean losing business. As we continue to work with AI, feeding it with quality editorial content is crucial to improving its output over time. Much of what it currently generates is not yet at the level of quality we demand and promoting it too heavily could damage both the reputation of AI and the agencies that rely on it.
Ultimately, while AI represents a powerful tool in the PR professional’s arsenal, it should be used thoughtfully, with a clear understanding of its capabilities and limitations. By doing so, we can harness its potential while maintaining the high standards of quality that our industry is known for.