AI in the Hands of PR Professionals: The Opportunities and Challenges

At Beyond, we strive to maintain a fresh approach to our work, which involves staying current with the latest technologies and developments. As the world progresses rapidly, artificial intelligence (AI) has emerged as both an inspiration and a challenge across various industries, including public relations (PR). PR professionals must understand how to effectively embrace AI, implement and integrate this technology into their work and recognise its potential drawbacks. 

As a healthcare and well-being PR agency, we embrace AI across many aspects of our work. It helps us to analyse data, structure documents, develop short-form content and even spark our creativity. However, we also firmly believe that it is our team’s strategic thinking, creative expertise and human interaction that drive the success of Beyond’s campaigns. AI is not able to replace the authenticity, judgement and emotional intelligence that ‘real’ PR professionals can deliver.  

Let’s explore the pros and cons of AI in more detail: 

The benefits of using AI tools for PR

Enhancing efficiency and productivity 

AI technology can enhance the efficiency of PR professionals by automating time-consuming and repetitive tasks. Whether it involves generating content ideas or processing large volumes of data, AI can streamline these processes by providing fast responses and valuable insights, enabling PR teams to shift their focus away from lengthy tasks. AI can deliver results quicker than humans, but it also empowers professionals by offering creative alternatives, leading to more impactful outcomes.  

Harnessing data-driven insights 

AI can process vast amounts of data, offering insights into emerging trends and potential challenges. By handling data at a scale and speed beyond human capacity, AI enables PR professionals to make more informed decisions and take a proactive approach when crafting campaigns or content for specific audiences. With these analytics, PR teams can anticipate issues and develop strategies that align more effectively with campaign objectives, ultimately enhancing their success. 

Advanced media analysis 

AI offers advanced capabilities for monitoring media across a wide range of channels and platforms. By continuously scanning these outlets, AI can promptly respond to the tone and sentiment of media coverage and identify current trends or mentions that might impact a PR brand. This rapid understanding of public perception and the ever-changing industry landscape allows PR professionals to gauge the success of their campaigns and tailor their strategies to align with these dynamics. 

Competitive advantage 

Utilising AI tools in PR can provide a competitive edge. Organisations that effectively leverage AI can streamline their PR processes, deliver more efficient and targeted campaigns, and stay ahead in the rapidly evolving media landscape. However, in the highly competitive PR market, this advantage may not last forever. 

Addressing AI’s limitations in PR 

Loss of human touch 

While AI can personalise content based on input data, it falls short at delivering the nuanced understanding and empathy that human intelligence provides. This can result in content that feels flat and doesn't connect emotionally with audiences. Without human input, communications might also miss the unique tone and personality of a brand, leading to content that feels impersonal and detached. 

Lack of accuracy 

AI can sometimes misinterpret data, especially when encountering ambiguous language or complex contexts in which it hasn't been trained. This can lead to skewed analyses and misguided conclusions. Additionally, while AI tools can quickly generate content, they are prone to grammatical errors, resulting in unpolished material. Relying solely on AI without human oversight can compromise the quality and accuracy of PR communications.

Ethical and privacy concerns 

The foundation of AI is built on the collation of vast amounts of data to enhance and streamline its responses. It is hoped that the more data is collected, the more articulated and informed the responses will be. However, the continuous input of data could lead to breaches of personal information, which heightens security concerns.

Over-reliance on AI 

While AI can enhance efficiency and streamline content creation, there is a significant risk that the PR industry could become overly dependent on the technology, potentially diminishing the value of PR agencies to clients and creating an uncertain future for the industry.  

Navigating the benefits and challenges of AI

PR professionals must balance the benefits and challenges of AI to use it effectively while being aware of its limitations. Thorough proofreading and analysis of AI-generated content are crucial to ensure it aligns with the brand’s objectives. By maintaining this approach and incorporating human oversight, PR teams can harness AI to achieve greater efficiency and success. 

At Beyond, we are experts at leveraging AI tools, alongside human expertise, to enhance PR campaigns and amplify your brand’s reach and impact.  

If you need communications support from our team of experts, reach out to us at hello@beyondpr.com