AI & The Importance of Human Touch in PR

Artificial intelligence has become an unavoidable focal point in discussions across various industries from finance and tech to education and health , and PR and comms has not escaped this. As many rush to declare our jobs are going to be lost to robots, the capabilities AI introduces to our world can feel threatening, but fear not as we feel the end is not quite so near for talented communications professionals. In the world of branding, marketing, PR and the emotional connection they all strive to create, it can certainly not be ignored at just? -? how valuable the human touch is.

Emotional Intelligence

In our recent “Key PR Trends for 2024” article we touched on humanised content and authenticity as some key themes we predicted for 2024. While AI may excel in many areas including data analysis, pattern recognition, generating large volumes of ideas and scripting plans, it falls short in replicating the emotional intelligence integral to PR and that which is much needed for human content and authenticity.?

PR professionals are storytellers who craft narratives, build relationships, and navigate human emotions. Empathy, cultural understanding, and a personal feel are crucial elements that AI lacks when planning successful PR campaigns. AI can certainly help to craft the structure of a campaign or provide inspiration, but relying solely on AI to create and even execute your PR campaign won’t be happening any time soon.

Context and Understanding

Understanding the broader context of a story or client is crucial for effective communication. Human intuition allows PR teams to understand how individual stories interconnect, and influence overarching themes, providing an invaluable asset in crafting communication strategies on a broader scale. PR activities not only require an understanding of the current context but also the foresight to anticipate future shifts and trends. Human intuition allows PR professionals to adjust strategies accordingly, aligning them with evolving narratives, trends, and the ever-changing needs of clients as well as reading inbetween anticipating perceptions from various angles – a level of understanding beyond the reach of AI. The human advantage allows PR teams to operate beyond the constraints of algorithms, navigating the complexities of comms with intuition, experience, and diverse perspectives.?

Relationship Building

Building and maintaining relationships stands as a pivotal element in PR, posing a distinct challenge for AI. Human PR professionals excel at establishing and nurturing genuine, trust-based, long-standing relationships with clients, partners, and media. The interpersonal skills possessed by human PR professionals play a crucial role in fostering authentic connections. The ability to network, negotiate, and empathise becomes key for the success of campaigns.?

Successful PR involves understanding not only the explicit needs and preferences of clients and media but also the underlying emotions and motivations that drive effective communication. While AI can efficiently process data and automate certain aspects of communication, it falls short in authentically replicating the multifaceted nature of human relationships. The intuitive understanding of human emotions and social dynamics, as well as the ability to adapt communication styles based on individual preferences all remain integral aspects, beyond AI capabilities.

Crisis and Ethics

When a crisis arises PR professionals play a vital role in damage control and reputation management, making instinctive ethical decisions to mitigate complex situations. Human moral judgement is invaluable in these scenarios and ethical decisions in PR require considerations beyond right or wrong, involving an understanding of social impacts.

AI is an undeniably potent tool, but it can not replace the human touch, finesse and expertise integral to PR. While AI does have endless uses and can be a great tool in automating routine tasks and offering data driven insight, it is the humans who infuse authenticity, build relations, and craft compelling narratives. The future of PR is not threatened by AI, but should be looked at as a way for humans to leverage AI’s ability to enhance their craft.?

Stay tuned for our next article to see how AI can assist you with your daily working tasks, and when AI needs your help.

As AI doesn't quite replace us yet, the need for talented individuals in PR is very much so in demand. If you need help finding your next senior PR and comms consultant, from our global network for zero fees under one flexible contract -contact us today: www.startpr.io

Let us know in the comments - does your business use AI?