Innovative or Ineffective? Artificial Intelligence in Public Relations
- prlab1
- Mar 19
- 2 min read
By: Makenzie Rogers
In the modern era, it is difficult to remember a time before Artificial Intelligence (AI). Before its popularity exploded a few years ago, we used it daily without realizing it — spell check, Amazon Alexa, GPS navigation, and much more. Even though AI simplifies tasks and makes life more manageable overall, it has become a threat to many industries, including public relations and communications.
Leaders in the communications field have varying opinions on AI, with some supporting its usage and many disavowing it. But what are the benefits of AI in PR? What are the disadvantages?
PROS
1. Customer engagement
AI is used more often than not in content creation now. With the help of algorithms and automated systems, companies can receive real-time feedback on user engagement with posts and campaigns. This data can also provide accurate predictions for a campaign’s outcome, which can assist in editing and help deliver better content to the public.
2. Efficiency
Since AI can simplify everyday tasks, these systems can quickly complete monotonous administrative work. Using AI to complete this work frees up important time and helps the team efficiently run campaigns.
3. ROI results
In general, using AI in the public relations world aids in growing the bottom line since it improves the ROI of campaigns. These models also show click-through rates, conversions, and revenue, which can give important insights into performance.
CONS
1. Overreliance
A negative of AI is the eventual overreliance on automation. This is more common in Gen Z employees, as they are more accepting of AI and tend to use it in their daily routines. However, the dependence on these systems can result in a decrease in critical thinking, creativity, and work autonomy.
2. Lack of orignality
Since AI models can produce high-quality work in seconds, the idea of having AI craft press releases, pitch ideas, campaign strategies, or business plans is enticing. Yet, this causes a lack of originality since these systems are programmed to scour the internet for answers — nothing an AI model says is original.
3. Job security
The biggest disadvantage of AI since its mainstream adoption is the potential instability of the job market. If more major communications and public relations employers determine that the benefits of AI outweigh the cons and begin using AI instead of hiring experienced employees, it could completely change the communications landscape.
Overall, AI has its strengths but PR and communications professionals must think carefully about their usage of the systems and how they implement automation into their work. Otherwise, important skills can be lost or certain jobs can easily be replaced by AI if employers decide that’s best for the company. AI in public relations is a complex issue that will be continually discussed for years to come.
About the Author:
Makenzie Rogers is a junior from Shreveport, Louisiana majoring in public relations. She is currently the account supervisor for Aaron’s Presents and Tadpole. Outside of PRLab, Makenzie works as the Social Media Manager at Social Butterfly Advertising & Design, where she oversees a monthly content calendar, creates graphics, and writes copy for social media. Additionally, she is actively involved in PRSSA, having served as Member Services Coordinator in the fall and now as Programming Coordinator this semester.
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