The automation of public relations is a bit of a crowd-splitter for very good reasons; arguably the benefits are yet to be fully demonstrated but the impact on ethics has been.
Companies can already use Artificial Intelligence (AI) and software solutions to manage their PR, allowing them to reach a wider audience and increase their visibility with minimal effort.
Automation also allows for faster response time and more accurate tracking of data, which is essential for successful public relations campaigns. In the future, public relations automation is likely to become even more sophisticated, allowing companies to automate more complex tasks and take advantage of advanced machine learning algorithms to better target their audiences.
And it can be helpful; automation can improve how public relations professionals manage projects, as well as how they measure success. It can automate mundane tasks, like data management, which enables PR specialists to focus on other aspects of their jobs. It also supports better analytics and data-driven decision-making, which can help PR experts create smarter and more effective communications strategies.
Today I take a look at some of the opportunities and challenges for AI with public relations practitioners.
Let’s dive in!
Liked Listening today? What to do next:
Get my FREE roadmap to get more strategic with communication activity in your business.
Listen to more episodes, take some training, or download a resource: Find out more here.
Hire my expertise
Whether that’s support with a one-off comms project or an entire strategy for your business, drop me a line if you want to explore this further. You can also work with me 1:1 as a trainer and mentor – emma@henbe.co.uk
Work with me closely
If you’d like to work with me to develop and implement your communication strategy through 1:1 work, podcasts, workbooks, sharing ideas, and lots of accountability and up-skilling, then email me at emma@henbe.co.uk to register your interest for you or your entire team.
Leave me a voicemail on my Speakpipe page I would love to hear your feedback on this episode and thoughts on any topics I could include in future ones too.
Full transcript (unedited)
The automation of public relations is a bit of a crowd-splitter for very good reasons; arguably the benefits are yet to be fully demonstrated but the impact on ethics has been.
Companies can already use Artificial Intelligence (AI) and software solutions to manage their PR, allowing them to reach a wider audience and increase their visibility with minimal effort.
Automation also allows for faster response time and more accurate tracking of data, which is essential for successful public relations campaigns. In the future, public relations automation is likely to become even more sophisticated, allowing companies to automate more complex tasks and take advantage of advanced machine learning algorithms to better target their audiences.
And it can be helpful; automation can improve how public relations professionals manage projects, as well as how they measure success. It can automate mundane tasks, like data management, which enables PR specialists to focus on other aspects of their jobs. It also supports better analytics and data-driven decision-making, which can help PR experts create smarter and more effective communications strategies.
Today I take a look at some of the opportunities and challenges for AI with public relations practitioners.
Let’s dive in!
Let’s dive into the ethical challenges that come with automation within the public relations industry.
Companies are now able to collect, analyse and activate data about customers and potential customers on a massive scale. This is a double-edged sword; while it can help improve how PR professionals target their audiences, it also raises serious concerns about privacy and the potential misuse of personal data. Additionally, automated systems can be easily manipulated by those with malicious intentions, creating a danger of spreading false information, which could lead to dangerous consequences if not addressed properly.
Another issue is ensuring that online content, such as blogs, articles, and social network postings remains ethical and professional in an automated environment. This is particularly challenging when automated systems are used to generate content as it is difficult for humans to monitor automated systems. Additionally, there is the potential for automated systems to be misused, such as by creating fake news and campaigns that could potentially be damaging to a brand’s reputation.
Listen to episode 111 with expert Shayoni Lynn to find out first-hand how information is misused to cause harm to groups and individuals.
To some of the ethical challenges that automation poses to the public relations industry: Automation can be a powerful tool, but one of its biggest drawbacks is that it can be used to manipulate consumer behaviour. When a company uses automation to target their audience, they must ensure that their messages are honest and transparent and that they are not using it to fuel unethical practices. Additionally, automation can be used to amplify certain voices, while silencing others; this could lead to a distortion of public opinion.
Let’s not forget that this, in turn, can impact trust and reputation management, longer term.
Let’s take ChatGPT as an example:
Although the core function of a chatbot is to mimic a human conversationalist, ChatGPT is versatile. For example, it can write and debug computer programs, compose music, teleplays, fairy tales, and student essays; answer test questions (sometimes, depending on the test, at a level above the average human test-taker); write poetry and song lyrics; emulate a Linux system; simulate an entire chat room; play games like tic-tac-toe; and simulate an ATM.
Let’s focus on some opportunities:
It helps us be better communicators and achieve our objectives.
Automation tools can be used by public relations practitioners to help us be more effective in our campaigns by streamlining and organising tasks, making it easier to identify potential customers and build relationships with them.
Automation can also help target messaging to specific audiences by drilling into what people are saying about a topic online, and can help monitor public sentiment too. Furthermore, automation can help measure the success of campaigns by providing detailed analytics on responses, impressions, and engagement.
And then there are the time-saving tools like scheduling, monitoring and evaluation of media cuttings and social media posts, and graphic reporting at the touch of a button, saving hours of our time and effort. This is time spent elsewhere working on strategy and in places where our human brain is, arguably, needed.
Whatever your perception, automation is here to stay. I’d love to hear your thoughts on this topic so do get in touch.