The 12th World Public Relations Forum (WPRF), co-hosted by Global Alliance and Perhumas (the Indonesia Public Relations Association), took place from November 19 to 22, 2024, at Merusaka Nusa Dua, Bali. This global gathering featured distinguished speakers and participants from around the world, engaging in discussions on critical topics such as storytelling, metrics, people, diversity, and the impact of artificial intelligence (AI) in public relations. It was four days of learning and networking. I want to highlight one session that stood out for me.
On the third day, a compelling panel discussion on “Artificial Intelligence & Human Intelligence” captivated the audience. The session featured prominent speakers like Steve Saerang, Member of Indonesia Public Relations Associations (Perhumas) Executive Board who is also the Senior Vice President Corporate Communications, Indosat Ooredoo Hutchison, Indonesia; Hemant Gaule, Dean, School of Communications & Reputation, India; Nezar Patria, Vice Minister of Communications and Digital Affairs of the Republic of Indonesia. This interesting session was moderated by Nuraini Razak, Member of Indonesia Public Relations Associations (Perhumas) Executive Board and a Communication Practitioner based in Indonesia.
The session explored the interplay between the two forms of intelligence in shaping the future of public relations (PR). The speakers shared their insights on artificial intelligence, addressing critical questions such as: What is AI, and how does it impact our lives? They explored its dual potential to shape the future positively or negatively, debating whether AI is a tool we manage or an entity increasingly managing our lives. These thought-provoking questions formed the crux of discussions and debates, highlighting AI’s profound impact on society, ethics, and public relations.
Key points from the discussion included:
- Balancing AI and Human Roles: Experts emphasised that while AI can be a powerful tool for PR professionals—offering efficiency in data processing and audience analysis—it cannot replace human qualities like ethical judgment, emotional intelligence, and creativity. These are critical for crafting responsible and impactful communications.
- Ethics and Responsibility: PR professionals must ensure communication aligns with ethical standards and resonates meaningfully with diverse audiences. This is especially crucial in combating challenges such as misinformation and disinformation.
- AI as an Enabler, Not a Replacement: Approach AI with strategic intelligence rather than viewing it as merely a technical tool. The session stressed that AI should complement human intelligence rather than compete with it.
The session underscored the evolving role of PR in a technologically advanced landscape and advocated for adaptive strategies to integrate AI while maintaining the human touch.
The question of whether AI will remain a supportive tool or evolve to dominate decision-making continues to fuel robust debates. The future of AI in public relations depends on its thoughtful and strategic integration. By complementing human intelligence, AI can enhance efficiency and precision without overshadowing the indispensable human elements of creativity and ethical reasoning. This balance is crucial to fostering trust and upholding responsible communication practices in a rapidly evolving digital landscape.
I firmly believe that AI will revolutionise public relations and communication. Its unparalleled ability to process extensive data sets allows for highly precise audience targeting and dynamic storytelling. Yet, caution is essential to prevent over-reliance on technology. Ethical oversight must remain a priority, ensuring AI is used responsibly. Moreover, we cannot overlook the unique value of human judgment, creativity, and emotional intelligence—qualities that are indispensable for crafting authentic and meaningful communication. Balancing AI’s capabilities with human insight will be key to navigating the future of PR effectively and ethically.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sarika has previously had stints with with Weber Shandwick as Vice President - Client Experience, Adfactors PR, Text100 (now Archetype) and Perfect Relations. With keen observation and analytical skills, Sarika has successfully led PR campaigns for key brands across multiple sectors by leveraging her strength and expertise in the communications arena.
She is a post graduate in communications from Xavier Institute of Communications. She is based in Mumbai and in her free time loves to spend time with her daughters, play with her dogs, read and travel.
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