As PR professionals, it’s our job to shape how the public views our clients. At its core, the PR industry is all about perception – making connections through storytelling. Because of this, you may have been surprised when you heard whispers of how AI could impact our industry. One thing’s for sure: PR professionals cannot be replaced. However, there are a few ways AI can simplify and streamline daily operations and a few thoughts as we traverse this new digital landscape.

Data analysis

One of the most useful capabilities of AI as a PR professional is data analysis. Several platforms (even free options!) are available to help you increase productivity and efficiency. AI can review and summarize public-facing documents and reports, organize your calendar or work schedule, and even provide a metrics baseline for fact-checking purposes.

Err on the side of caution

Remember – AI is only as smart as the information it receives. Basically, AI is a content aggregate – it can only respond with what it knows (i.e., content it’s “learned” from uploaded documents, things it’s been asked to read, etc.). AI cannot create anything new.

It’s important to remember that anything you upload to these platforms can become public information. For example, if you ask AI to summarize a business contract for you so you don’t have to read the fine print, the software now has access to the information in that document and can use it to answer other questions or prompts. While you now have an easily digestible document outlining the highlights of your business dealing, your document is now the property of that AI software.

Be honest

If you do use AI, be transparent! It’s important to let your client and audience know it was used. If you’re in doubt, a good rule of thumb is to treat AI like any source and give credit where it’s due, like mentioning the platform you used to extend or generate an image.

Develop an AI policy

Every company should have an AI policy detailing what can and can’t be done through these platforms. For example, using AI to transcribe a voice recording to a document may be OK, but using it to craft a media statement about an internal matter may not be. 

As AI is evolving, rules and regulations will be passed about its usage. While it can be a helpful tool, stand confident in the fact that a personal touch cannot be replaced and PR is here to stay.