12 Mar 3 Ways You Should Never Use AI in Public Relations

As with every other industry in the world, artificial intelligence (AI) is changing the landscape in public relations. Technology continues to evolve and shows no signs of slowing down. However, there are a lot of misconceptions, unknowns and even fears regarding AI and its impact on how companies craft their messages for mass audiences. In this article, we will explore three ways you should avoid using AI in public relations and three ways you can utilize the technology to your advantage.

The Don’ts:

1. Never use AI to craft expert written responses.

Sometimes (hopefully, often!), reporters will come to companies seeking expert commentary and quotes on a topic relevant to their industries or expertise. We are not going to lie – it can be tempting to use ChatGPT or a similar platform to quickly craft answers – but this is a BIG mistake. Journalists are coming to you because they want expert advice on a particular topic, often with your particular experience and industry in mind. They want to hear your authentic opinion – none of which a robot can provide. Telling your human experience in your own words brings an article to life and will make you a credible source for both the article and future opportunities! 

2. Don’t rely on AI for press releases.

It’s a hot topic across the public relations industry about whether or not it’s acceptable to have AI write a press release. Don’t do it! The truth is an AI generated press release can be spotted from a mile away. It will most likely be boring, hard to read and inauthentic to a company’s message, tone of voice, and brand. AI messaging tends to sound robotic, and you want your public messaging to sound conversational. Furthermore, most press releases tend to cover news – new launches, information or studies – and ChatGPT to date only leverages data up to 2021. If you want to use AI to make a first draft of a press release, go for it, but make sure you are spending a significant amount of time revising and updating information.

3. Don’t un-humanize your blog posts with AI.

In today’s content-driven world, it can be tempting for businesses to rely on AI tools to generate new ideas for blog posts. However, copying and pasting content from ChatGPT will leave you with dry, empty and inauthentic posts. Instead, use AI as a tool to get you started with ideas and headlines. Build on that with content that draws on your expertise, experience and authority. That all relies on a genuine human experience and a first-person voice.

Now that we are done with the DON’Ts of AI in public relations, we can move to th DOs and how to leverage the technology to your advantage.

1. Do leverage AI For data analysis.

AI-powered tools can analyze a vast amount of data quickly, allowing you to see insights into consumer behavior and market trends. This can allow you to make informed decisions when it comes to public relations campaigns, tailoring them to specific audiences. 

2. AI can quickly help you craft a message during crisis situations.

Time is of the essence when it comes to responding to a crisis. AI can be easily used to monitor and analyze social media and news outlets to identify trends and developing activities. This will help you craft your strategy and message faster during a public relations crisis. Also, AI-driven sentiment tools can even gauge public sentiment and address issues promptly, helping to mitigate damage to a brand’s reputation.

3. Artificial intelligence can amplify media monitoring.

One of the struggles for many public relations professionals is monitoring the media, finding placements and tracking them across time. AI can easily help to monitor media coverage and track mentions of a brand or campaign across various channels. It can also identify potential influencers and assess the impact of PR efforts on brand perception.

In the ever-changing world of public relations, AI can be a game-changer when used correctly. The key is to strike a balance between leveraging AI’s capabilities and maintaining a human-centric approach. By adhering to the do’s and avoiding the don’ts outlined in this article, PR professionals and the companies they represent can harness the full potential of AI to enhance communication strategies, build brand reputation, and navigate the evolving landscape with confidence.