Is the future of AI PR?

I was recently asked, “Which trends should we see in the future of PR?” Well, according to my 75-year-old mother- and A lot of Of the other interesting observers – the future of PR looks like it is a bit AI, something else AI… okay, okay, completely with AI.

If you own a business, consider AI to consider running your PR show for you, I tell you why this is a bad idea. Don’t think me wrong – I’m a fan myself. I’ve been permanently adding AI tools and tasks to my daily workflow, and I get appeal. And extra performance.

But as a two -decade experienced experience in this field, I also know a Hallowa about PR than any boot you can call, and here I think where matters are now standing and where he feels that he is going to wedding between PR and AI.

Ai is very good at the passenger seat, not the driver

AI makes for an incredible assistant. PR professionals can take great advantage of this Multiple areasSuch as drafting preliminary press releases and pitches, making data -based reports and analyzing the priorities and trends of the audience/consumers. Time saving (and thus harmony cost performance) is undeniable.

But public relations, according to praise, include “public” – a public that expects cultural awareness, responds to such qualities as sympathy and humor, and demands moral accountability. The last time I saw, Ai does not comply with the moral code, it is not emotional to be personally sensitive to a particular cultural national, and this is certainly not the most exciting guest at the party!

As long as the “public” with which our industry deals approach us for solid skills, stable decisions and fair business methods, human intuition and integrity should drive not the algorithm but to drive.

Related: AI is changing public relations – here is the way to stay in control

Old -time meeting is still a thing

Remember when everyone thought that books were going to die after burning? And still reading is still a beloved entertainment in the US, with her Most readers still prefer printed books More than eBooks, the original pages enjoy the touch, feeling, smell and experience.

The same applies to PR. Journalists love it when we pop in the office to bring them coffee and chat. Media contacts easily accept our personal invitations at the launch of a restaurant or the beginning of the product. Impact welcomes the opportunity to come to visit us at a new location or developed site and actively participate in our PR efforts.

And when it comes to PR client, they also appreciate sitting across the table in front of us, where we can see each other’s impressions, read each other’s gestures, stir hello and hugs personally. The AI ​​cannot replace the eye contact and shared smiles, the authentic moments of the connection that create client bonds.

As long as the “relationship” is part of our industry name, staying in the same room with someone always brings you closer to the Chat GPT output. Joe me …

Relationships will always trump datasis

For this, Straussen Qi up: “People who need people …” as is as smart and sharp as AI, it is not and will never be a person. People build relationships. People establish reputation. People learn to trust each other. People interpret emotions and moods. And when people realize the suffering of clients, stakeholders or team members, people can mold on the spot.

I am passionate about imposing AI for help My firm With research, scheduling, campaign details and a minute of insights about my client’s customer base. But AI will never meet any of my clients. When we come with a wonderful plan or assure them, they will never guess their needs while lightening their eyes, when no one comes to hope.

It is best for experts to set the goals of the Idea Generation, a project and set the goals of a customized campaign for a particular client. Why? Because AI’s intelligence is artificial. On the other hand, man is the master of EI – emotional intelligence.

Related: Why emotional intelligence is the key to high effect

AI is more at risk of mistakes than people

Looks impossible, okay? How can a machine learning be inferior to us with inferior and poor and bad humans? I am not talking about mistakes like types here or forgetting to order banners for a fundraiser. I’m talking about these things Really PR matters, such as social nuances, mutual dynamics, psychology of behavior and real living experience.

And when Ai goes wrong? The results can be serious for clients. Use of without acceptable language. Preparing material that may be unpleasant for some populations. Providing information out of context. And, especially for our purposes, to communicate poor messaging.

PR, in marketing and advertising, is messaging Everything. Humans can better find the potential losses with the language (whether it is completely technically accurate) and consumers’ engagement can better understand communication tone and all text. So it is great to use AI for media surveillance and emotional analysis. But what to do? Do With the consequences of these steps, real -life professionals should be in the hands of those who work not only logic, but also work academic arguments. Those who easily apply information, not just collect and analyze it. And who can make moral decisions when asked for?

Supplementary Note on Crisis Communications: The use of AI to handle crisis is a very different topic itself. For now, it is enough to say: It’s no one. Keep out! When the credibility of an individual or company is at stake, coming as a deafness can be trapped for their public image. And Generative A. Today we have tools available (using more than the type agent of content -based industries like AI) is definitely a lot of facts, too much formula, too… well, inhuman, runs the risk of being fine when the most human contact is required.

Keep your eye on the integration PR

So I think what is the future wave? Integration pr – A approach that all platforms in all platforms combine all different communication channels in compatibility, and no longer separates different aspects of marketing and public relations into different parts.

Of course AI AI will play an important role when we move toward more social media – concentrated campaigns and more content, which strictly replaces media relationships, which traditionally dominate PR. But the kind of integration I imagine requires creativity, first and most important, in which innovative strategies and new contacts are found where no one was present.

Generative AI relies on anything and everything that exists before, and especially for that reason, I believe that humanity will remain chemistry that will bring humanity into PR. However, P is an art, not science. And made by art artists-real thinkers and doers, master’s story steellers, who will play the role of acting in the always changing, very interesting phase of public relations.