Navigating AI in Public Relations: A Balancing Act

As the PR landscape evolves, artificial intelligence (AI) is making its mark in everyday account servicing. While AI opens exciting possibilities for PR professionals, it also raises unique challenges.  CIIC’s Vice President & Partner Amy Sedeño explored the pros, cons, and verdict on using AI in travel public relations in the July issue of O’Dwyer’s PR Magazine. Understanding AI's nuances and its impact can help us confidently embrace this technology while retaining the essence of "human relations'' in our profession.

Here are Amy’s key takeaways:

• AI empowers PR with data-driven insights, enabling us to analyze vast datasets, monitor media coverage, and engage with consumers more effectively. It optimizes media relations, refines strategies, and identifies opportunities. For example, Coca-Cola's "Taste the Feeling" campaign used AI to analyze social media conversations and tailor advertisements to their audience's emotions, a game-changer for consumer insights. AI also automates tasks like media monitoring and report generation, freeing PR professionals for strategic thinking. Writing tools and AI-driven brainstorming enhance creativity and keyword optimization, while AI assists in influencer marketing by identifying relevant influencers.

• Challenges exist. Privacy, ethics, and data security are concerns. Trust and transparency are crucial in AI usage. AI's limitations include the loss of human touch, storytelling, and creativity. Generic content may lack the nuance of human-created narratives. Keeping up with AI's rapid evolution poses a learning curve for PR pros.

• In conclusion, AI complements but doesn't replace human expertise in PR. Recognizing its limits while leveraging its power is vital. By embracing AI alongside our personal skills, we can create impactful and successful PR campaigns in an evolving industry. 

To learn more about CIIC PR and our services, contact us at ciicpr.com/connect.