In recent years, there has been talk that technology will take over from humans, and as a result, many people will lose their jobs as they are replaced by “robots.”.
This couldn't be further from the reality and future of the 3D printing industry
“Technological growth will continue, and the public relations industry and its professionals must develop their own unique approaches and strategies to stay at the forefront.”
It’s no secret that Artificial Intelligence (AI) is changing the way we communicate—a reality evident in the day-to-day operations of the public relations (PR) industry. However, this change is not a disadvantage, nor is it necessarily harmful. In fact, the outlook regarding AI’s influence on the PR industry is quite positive for organizations, brands, clients, and audiences.
A recent Deloitte study found that one in three Portuguese people (28%) regularly uses—that is, at least once a week—artificial intelligence tools, and that 60% say they are familiar with at least one AI tool.
The analysis reveals that nearly 40% used these tools for professional reasons, and among the professionals who have used this technology, 28% believe their employer would approve of its use.
And two out of every five (40%) users are willing to pay for an AI tool so they can provide faster responses and be more available for tasks that require human intervention.
And it is the greater scope it offers for what it means to be human—creativity, the association of ideas, and the connection of people and events—that is the greatest strength of this technology.
AI was created with the purpose of assisting humans, both personally and professionally, and it is in the latter area that it has been developed with the greatest care.
The Future of the RP Industry
As for PR, the IA It can help people complete tasks more quickly and effectively. As a result, this type of technology gives professionals more time to develop new skills or strengthen existing ones, such as critical thinking, adaptability, editing, and storytelling.
AI tools for PR are becoming increasingly important due to their practical applications. However, it is important to note that these new tools are, in fact, virtual assistants to humans.
Like any new assistant, AI is prone to errors and inaccuracies that PR professionals have long since overcome. AI has the ability to mimic human intelligence and create content more quickly than ever before, but it is our experience as humans that gives us the power to judge its performance.
These errors, mistakes, or inaccuracies are easy to spot; all you have to do is double-check the facts and figures to ensure they are correct. It’s an extra step, but one that saves valuable time in the long run.
Despite some difficulties that may arise, the use of AI in PR should make work more efficient, leading to increased productivity and effectiveness, faster and easier research, automated content creation, and data-driven insights.
Technological growth will continue, and the public relations industry and its professionals must develop their own unique approaches and strategies to stay at the forefront.
These strategies must be based on solid data, adhere to ethical guidelines, and be executed with rigor and delivered with innovation—combining human creativity with the support of AI.
To achieve better results, lower costs, a higher return on investment, and exponentially greater customer satisfaction.
Do you know how to use AI tools to benefit your business? Talk to us.
by MARTA GONÇALVES
Managing Partner