Wadds Inc. has published a management paper for corporate communicators and public relations practitioners about the Impact of AI on Public Relations.

The Impact of AI on Public Relations management paper published by Wadds Inc. covers the following topics.

AI and management

AI has the potential to help organisations improve efficiency and effectiveness, but it also gives rise to several areas of risk. This includes bias, copyright, privacy, and misinformation.

The impact of AI on public relations practice

The optimistic perspective views AI as an assistant that will help public relations practitioners work smarter by acting as an assistant or researcher. The pessimistic view is that AI will eliminate roles based on administration, content creation or production.

New opportunities for public relations practitioners created by AI

AI may eliminate some jobs, but it will create new roles for public relations practitioners. Professional advisory and policy work is an obvious opportunity. There is also the need to engage with machines called prompt engineering which is the task of writing AI instructions.

The adoption of AI by public relations in practice

Public relations does not have a good track record when adopting new technology. It was slow to adapt to the internet, search engine optimisation, and social media. The early signs are that history may be repeating itself. Less than a fifth of practitioners are upskilling.

Examples of AI tools that can be applied in practice

Ignoring AI tools, for now, is possible, however Adobe, Google and Microsoft will force mainstream adoption in the business and consumer environment as soon as they incorporate it into their applications.

Five practical steps to exploring the impact of AI in your work

The paper sets out a five-step plan for corporate communicators and public relations practitioners wanting to learn about AI and its potential impact on their organisation and work.

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