PR is a fast-paced industry that relies on building relationships. And the swift rise of AI technology has sparked a flurry of discussion in the Highlight PR office and across the board.

The recently published CIPR report, Artificial Intelligence (AI) Tools and the Impact on Public Relations (PR) Practice, sheds light on the use of AI and what seems to be a positive shift towards it in the industry.

While there has been resistance to AI in the past, PRs are now taking notice of the potential benefits it can bring to their daily lives. However, as we navigate its inevitable implications, there is one question that overrules them all…

Will the relationships we build with our clients, their stakeholders and audiences become more transactional and less personal?

The report delves into this and examines how AI-powered tools like ChatGPT, Bard, and Bing’s search engine will impact our work. It also explores the ethical considerations surrounding AI use in PR and how it must be managed responsibly going forwards.

It’s important to note that AI is not a replacement for human interaction, especially not in the short term.

The report emphasises that while ignoring AI is not an option, it is defeatist to assume it will replace the need for PR professionals altogether.

CIPR argues that we must strike a balance between leveraging AI’s capabilities to streamline our work and maintaining the nuance that comes with being a human, which sets us apart from technology.

While tech works efficiently to meet commands given by us, it lacks the nuanced creativity and lateral strategic thinking of the human mind. We build interpersonal relationships and interpret non-verbal communication in a way that AI cannot.

As we spend more time in front of a screen, face-to-face meetings and human connection are becoming increasingly valued. It’s unlikely technology is going to dial back these relationships anytime soon.

By embracing AI responsibly and using it to improve skills, we can continue to deliver results for our clients while building relationships with our audiences.

So, if you want to stay ahead of the curve in PR, read the CIPR report on AI and follow along on our blog for more industry hot takes.

Read it here:

Author: Betsy, Senior Account Exec at Highlight.