AI will struggle to 100% replace PR & Communications experts

In an era where artificial intelligence has made remarkable strides, from automating routine tasks to simulating human-like conversations, the notion of AI encroaching upon various spheres of human expertise is both tantalising and concerning. The rise of AI has led to discussions about its potential to replace human workers across multiple businesses, sparking debates on the future of employment and the nature of skill sets.

Public Relations (PR) and communications, integral to shaping an organisation’s image and managing its interactions with the public, are not exempt from this discourse. While AI has undeniably streamlined certain aspects of PR and communications such as prompting campaign ideas, research, generation data, etc. the intricate blend of emotional intelligence, nuanced creativity, and cultural insight that human experts provide remains irreplaceable in fostering genuine connections and navigating the unpredictable currents of public sentiment.

Artificial Intelligence can never be able to do the job of a strategic storyteller. Compelling, effective public relations that revolve around stories to drive behavioural change is not possible without emotional intelligence and human trust. Here are three solid reasons why PR professionals will not be replaced by AI anytime soon.

Media relations and influencer marketing is based on building relationships through human interaction

AI falls short in replicating the nuanced intricacies of media relations. The art of understanding reporters’ perspectives, gauging their preferences, and tailoring pitches accordingly demands a depth of human intelligence that AI, despite its advancements, struggles to attain. The rapport and trust built between PR professionals and journalists are cultivated over time through personal interactions and an innate understanding of the media landscape – elements that AI’s algorithmic capabilities don’t possess.

Similarly, the realm of influencer marketing and brand collaborations hinges on the authenticity of human connections. Successful collaborations stem from shared values, mutual understanding, and genuine engagement, all of which are inherently human attributes. While AI can augment certain tasks within PR and communications, the irreplaceable role of human expertise to decode complex social dynamics and establish authentic connections remains paramount in navigating the media relations, influencer partnerships, and brand collaborations.

Creative awareness is essential for identifying news angles and building narratives around it

The essence of effective PR lies in the identification of news angles and the crafting of salient narratives that capture attention and resonate with audiences. While AI can efficiently process data and generate content, its nature limits its capacity to tap into the intuitive aspects of PR

campaigns. News angles often arise from understanding current events, trends, and subtleties that are beyond the scope of AI’s algorithms.

PR professionals possess the ability to connect unrelated dots, drawing from diverse sources of information, inspiration and synthesising novel perspectives that captivate media and public interest. Building a PR campaign extends beyond data-driven analysis; it involves empathy, intuition, and a deep understanding of what resonates with people. While AI can undoubtedly assist in certain aspects of PR, the creativity, adaptability, and empathetic insight necessary for discovering news angles remain quintessentially human strengths.

B2B content requires subject matter expertise from sector specialists and AI often fail to generate accurate information

For technical Business-to-Business (B2B) content, precision and accuracy are paramount. The complexity of subjects like advanced technologies, intricate processes, and business-specific details demands a level of expert quality control that goes beyond automated systems. While AI has shown promise in generating content efficiently, it often falls short in providing the nuanced insights that domain experts bring to the table.

Technical B2B content isn’t merely about presenting information; it’s about breaking intricate concepts into understandable and actionable insights. This requires a deep understanding of the subject matter. Domain experts provide hands-on experience and up-to-date knowledge with necessary insights. The human touch of expert quality control is an indispensable element that safeguards the credibility and relevance of the information being disseminated.

In an era witnessing the rapid proliferation of artificial intelligence across businesses, it is both intriguing and reassuring that the PR and communications sector remains an enclave of human expertise. While AI’s supremacy is evident in its ability to process data, predict trends, and automate tasks, the nuanced realm of human relationships, emotional intelligence, and cultural sensitivity intrinsic to PR and communications still eludes its grasp. This enduring divide highlights the unique nature of the human touch in fostering genuine connections, understanding intricate narratives, and navigating the unpredictable tides of public perception.

PR and communications thrive on creativity, adaptability, and the capacity to anticipate and address evolving human sentiments. While AI can analyse patterns and generate content, it is human insights that transform raw data into compelling stories, shaping narratives that resonate with diverse audiences.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sulagna Pal
Sulagna Pal is a communications specialist, currently pursuing masters in PR with New Media from Munster Technological University, Ireland and works as student-intern in an Irish PR agency called Healy Communications. She was a Senior Account Executive at Adfactors PR and has been associated with Genesis BCW from 2018 - 2021. Her core expertise is in integrated communications and reputation management. Her exposure has been across traditional and digital channels, and is skilled in driving media strategies, communication campaigns with prominent corporate brands. In India, she has been responsible for managing brands like Boston Consulting Group, Virgin Atlantic, 3M, Tata International, Monsanto, Jana Small Finance Bank, Cartoon Network, and Education & Tourism New Zealand. Sulagna holds a bachelor’s degree in Journalism and a diploma in Corporate Communications and Event Management.

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