Artificial Intelligence (AI) is rapidly transforming various industries, and public relations (PR) is no exception. As AI-generated journalism grows, PR professionals must adapt to this evolving landscape. In the U.S., PR experts are increasingly concerned about the surge of AI-created articles and news, which could upend traditional journalism and communication.
Looking ahead, the future of PR will likely be characterized by a symbiosis between human expertise and AI capabilities. Successful PR professionals will be those who can harness the power of AI to enhance their work while maintaining the creative, empathetic, and strategic thinking that defines great communication.
Preparing for the AI Journalism Surge
To navigate this new reality, PR specialists should start by educating their clients about AI-generated news. It’s crucial to explain how AI works in news creation and why distinguishing it from traditional journalism is important. Clients must be prepared for AI-generated content about them, ensuring that while the news remains accurate in context and facts, any discrepancies can be swiftly addressed.
Currently, “artificial” materials can be identified by small details that the average person is unlikely to notice. Sean O’Leary, Vice President of Susan Davis International, shared a recent incident. In one news story created from their press release, it was written as “TRINITY of new leaders” instead of “TRIO of new leaders.” According to the expert, the term “trinity” in this context would never be used by a journalist.
Although in this case, the news story simply provided additional coverage for the client, there are situations where AI, due to distorted information, can harm a business’s reputation.
Regularly reviewing AI-generated articles is essential to maintain accuracy. By carefully scrutinizing such materials, PR professionals can safeguard their clients from potential misinformation.
Staying updated with AI trends is also vital. As AI journalism continues to evolve, being aware of the latest developments can help PR practitioners anticipate and prepare for new trends.
Leveraging AI in PR
AI’s impact on PR is multifaceted and far-reaching. Content creation, once a time-consuming process, has been streamlined by AI-powered tools that can generate press releases, social media posts, and even comprehensive reports. These systems analyze vast amounts of data to produce coherent, targeted messaging that resonates with specific audiences. While this technology offers unprecedented efficiency, it also raises questions about the authenticity and originality of AI-generated content.
AI offers several tools that can enhance PR activities:
- Text Generation: Tools like ChatGPT, Gemini, and Claude can improve press releases, blog posts, social media content, journalist pitches, crisis communications, and award submissions.
- Image Generation: Platforms such as Midjourney, Dall-E, and Stable Diffusion can create visuals for social media, advertising banners, posters, merchandise, and event cards.
- Audio Generation: Services like ElevenLabs can provide voiceovers for videos.
- Song Generation: Suno offers personalized songs for special occasions, employee or client greetings.
- Video Generation: Although the quality of AI-generated videos is still developing, tools like Runway and Pika are being used by some brands for social media content.
- Conversational Avatars: Tools like HeyGen can create educational videos, onboarding content, and special occasion messages.
Potential Drawbacks of AI in PR
While AI brings many advantages, it also poses certain risks:
Data Security
Confidential or sensitive information should not be inputted into AI services like ChatGPT due to the risk of hacking. According to Cisco, 62% of users input internal process information into generative AI services, 48% share non-public company information, 45% provide employee details, and 38% reveal client information.
Moreover, AI models have a fundamental limitation: they cannot “forget” the information they have been trained on. Once an AI has learned from certain data, removing this data from its training is currently impossible. Developers assure that AI is not capable of forgetting what it has already “learned.” This means that any sensitive information input into these models remains a part of their training database indefinitely.
The AI databases not only include artistic materials but also personal photographs, medical records, and even explicit content like pornography. This wide range of data poses significant privacy and ethical concerns. The inclusion of personal and sensitive data within AI training sets highlights the importance of cautious and responsible data handling practices.
Given these risks, it’s crucial for PR professionals to be vigilant about the information they share with AI tools and to implement strict data security protocols to protect their clients’ and their own privacy.
Model Biases
AI models can perpetuate stereotypes. For instance, if asked to depict a Ukrainian, Dall-E might produce an image of someone in traditional clothing, which doesn’t represent everyday reality for all Ukrainians. Similarly, Midjourney generated an image of a Sudanese Barbie with a weapon, reflecting a stereotypical and inaccurate portrayal.
Model Hallucinations
AI can provide incorrect or misleading answers. Ensuring precise, detailed prompts and always double-checking AI responses can mitigate this risk. For image generation, it’s crucial to scrutinize details closely.
Ethical Use
Adhering to ethical guidelines is crucial. These resources can provide valuable insights:
- Principles for Ethical Use of AI in Public Relations by The International Communications Consultancy Organisation
- Checklist: AI compliance for PR pros
- PR Council Guidelines on Generative AI
- The Ethical Use of AI For Public Relations Practitioners (by The Public Relations Society of America)
- Ethics Guide to Artificial Intelligence in PR (by Chartered Institute of Public Relations and Canadian Public Relations Society)
Usage Errors
AI is not a substitute for a PR professional but a helpful assistant. The final text should always be reviewed and refined by a human expert.
No matter which AI tool you use, no content should see the light of day without undergoing thorough human review. Even the most advanced AI systems are prone to errors and lack the nuanced understanding that human PR professionals bring to the table.
Get granular: It’s crucial to delve into the details. Add use cases, examples, statistics, or quotes to check all the E-E-A-T (Expertise, Authoritativeness, Trustworthiness) boxes. Fact-check every claim rigorously. Find reliable sources and include citations to back up your statements.
Add in personality: Infuse the content with your brand voice and tone that resonates with your target audience. AI-generated content can lack the emotional intelligence and creativity that human writers naturally bring.
Check for plagiarism: Ensure all content is original and not inadvertently similar to existing material. Plagiarism can damage your reputation and credibility.
By combining the strengths of AI tools with human expertise, PR professionals can leverage technology to enhance their efficiency while maintaining the quality and authenticity of their communications.
AI detecting tools:
- https://originality.ai/
- https://undetectable.ai/
- https://copyleaks.com/
- https://www.afternic.com/forsale/winston.ai
- https://www.zerogpt.com/
- https://crossplag.com/
- https://contentatscale.ai/
Read more: Stop AI In Its Tracks: The 11 Best AI Detection Tools
AI-Generated Images
AI relies on a mathematical process called diffusion. This process is used to store compressed copies of images that the AI is trained on, which are later recombined to create new images. Simply put, it’s a tool for creating 21st-century collages.
The diagram below illustrates the diffusion process using the example of a spiral.
Initially, the computer identifies the original spiral image as the base and “diffuses” it—adding noise until the image completely loses its form. Then, the reverse process begins—removing noise from the image until it regains the shape of a spiral. This results in a copy of the original image, albeit with inaccuracies and differences because the noise slightly deformed the original drawing.
A major reason for protests against AI-generated images is the use of artists’ (and others’) works to train AI without their consent. Currently, all known AI models (Midjourney, Stable Diffusion, Dall-E, Lensa) operate on databases filled with copyrighted content.
Who Owns AI-Generated Images?
There is currently no law that defines the authorship of AI-generated images. Companies developing AI have interpreted this in different ways:
- Some claim ownership of all images generated by users with their AI.
- Others have decided to release all generated images into the public domain.
Despite the lack of clear legal definitions, PR professionals must navigate these complexities carefully. It is crucial to ensure that any AI-generated images used in campaigns respect intellectual property rights and comply with existing regulations.
By understanding the diffusion process and the ethical implications, PR professionals can make informed decisions about incorporating AI-generated images into their strategies while maintaining respect for creators’ rights.
Disclosure: It’s important to disclose if images or videos are AI-generated.
Global Trends in AI Regulation and Governance
The regulatory landscape surrounding artificial intelligence (AI) in the United States has seen a sharp increase. In 2023, there were 25 regulatory acts related to AI, compared to just one in 2016. Last year alone, the total number of AI-related regulatory acts increased by 56.3%.
⚡️ The European Parliament passed the AI Act, a comprehensive law aimed at regulating AI.
The AI Act introduces strict rules prohibiting the use of facial images from the internet and video surveillance for creating facial recognition databases. It also prohibits manipulating people’s behavior and vulnerabilities, as well as recognizing emotions using AI.
The AI Act identifies several high-risk areas for AI, including:
- Critical infrastructure
- Private and public services (healthcare, banking)
- Employment
- Education and vocational training
- Migration and border management
- Justice and democratic processes (e.g., elections)
- Certain law enforcement systems
All altered or artificially created audio and video must be clearly labeled according to the AI Act.
Conclusion
Public relations industry has witnessed a seismic shift with the advent of artificial intelligence (AI). This transformative technology is revolutionizing how organizations communicate, manage reputations, and engage with their audiences. As AI continues to evolve, PR professionals find themselves at a crossroads, navigating both the immense potential and the challenges that come with this new era of communication.
Perhaps one of the most exciting applications of AI in PR is predictive analytics. By processing historical data and current trends, AI can forecast potential PR crises and public reactions to campaigns or announcements. This foresight enables PR teams to develop proactive strategies, potentially averting disasters before they occur. Yet, relying too heavily on AI predictions may lead to overlooking nuanced human factors that influence public opinion.
As we stand on the cusp of this AI-driven era in public relations, one thing is clear: the industry is undergoing a profound transformation. Those who embrace this change, continuously educate themselves on AI advancements, and find innovative ways to blend technology with human insight will lead the charge in shaping the future of public relations.
