Exploring the Impact of Artificial Intelligence (AI) on Public Relations and Communications


AI’s influence has rapidly spread across various industries, including PR and communications. To gain a deeper understanding of how AI is shaping the future of PR, I recently attended a workshop organised by PRCA Wales, led by industry expert Andrews Bruce-Smith. This insightful session provided an overview of AI’s impact on PR and covered its various aspects, practical applications, and strategic considerations. Here are my key takeaways from the session.

Demystifying AI:  Understanding the Basics

Andrew began his presentation by demystifying the concept of AI, explaining that it encompasses a range of technologies that enable machines to simulate intelligence. He highlighted the role of Generative Pretrained Transformer (GPT) models such as ChatGPT and Bing in powering AI-driven content creation. These models are trained on datasets consisting of text and code, enabling them to generate text that closely resembles quality, facilitate language translations, and provide informative responses to questions.

The Transformative Power of AI in Public Relations

Leveraging the Potential of AI: A Strategic Approach

Andrew introduced the TRACI prompt framework to incorporate AI into PR workflows. This framework guides formulating prompts for AI tools to ensure they deliver the desired results.

●        Task: Clearly define the task you want the AI tool to accomplish.

●        Role: Specify the role you expect the AI tool to fulfil, such as a writer, summariser, or translator.

●        Audience: Identify the target audience for the content generated by AI.

●         Create: Provide instructions and examples of the desired output.

●        Intent: Clearly state the purpose behind generating content using AI.

The Impact of AI on PR Functions: Shaping New Horizons

AI is set to revolutionise aspects of PR practice, including content creation, media relations, research, and data analysis. Let’s delve deeper into how AI impacts PR functions.

●        Content Creation: By automating content generation, enabling messaging, and streamlining content translation processes, AI can significantly enhance creation efforts. Tools like ChatGPT, Bing, Claude 2 MidJourney, and many more can aid in crafting high-quality content.

●        Media Relations: AI has the potential to improve media relations by enhancing pitching strategies, offering media pitches, improving media list building, and utilising predictive analysis for journalist outreach. Additionally, AI-powered media monitoring tools can assist PR professionals in staying up-to-date with media coverage.

●        Administrative Support: AI tools like Microsoft Co-Pilot, fireflies.ai, and Sembly can automate administrative tasks such as scheduling appointments, managing emails, and generating reports, freeing up PR professionals to focus on higher-level initiatives. 

●        Research and Data Analysis: AI can enhance campaign effectiveness by identifying trends, performing analytics, generating reports, and creating data visualisations. However, caution is necessary when sharing information with third-party AI platforms.

The Future of AI: Custom GPTs and Ethical Considerations

During his presentation, Andrew talked about custom GPTs – AI models created to think in collaboration with individuals or organisations. Custom GPTs offer the chance to personalise PR messages by aligning them with brand guidelines, voice, and tone.

Andrew ended his talk by sharing some valuable resources for further exploration, such as Future Tools, people to follow like Professor Ethan Mollick from Wharton Business School, Christopher Penn, and Trusted Insights, YouTube channels like Matt Wolfe and All About AI, and the book “The Woefully Incomplete Book of Generative AI” by Christopher S. Penn.

In conclusion, the evolving role of AI in communications presents unparalleled opportunities for PR, marketing, and communications professionals. However, embracing these technologies requires a thoughtful and ethical approach, considering their potential impact on content creation, media relations, administrative support, research, and data analysis. As the AI journey continues, staying informed, transparent, and adaptable will be the key to success in this rapidly changing landscape.

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