PR professionals should be the ethical conscience throughout AI’s development and use.
Have you ever tried writing a human piece or business-focused article using Artificial
Intelligence technology, such as ChatGPT and other similar tools? You would observe the use
of flattering language and sophisticated grammar with information mined from the internet. However, the resulting article, beautifully constructed, will often be lacking in character,
personality, and emotional resonance. The most crucial drawback is the danger of information which can result in ethical issues.
Public relations (PR) professionals play a crucial role in shaping public perception and
managing the reputation of organisations. AI tools such as Chatbots, Speech-to-Text Tools,
Social Media Automation, Content Creation, Media Outreach and Monitoring, Sentiment
Analysis, and so on, have become tools that are utilised to achieve set PR goals. According to the Forbes Advisor survey on the use of AI worldwide, 61% of companies use AI to optimize emails. Businesses also leverage AI for long-form written content, such as website copy (42%) and personalised advertising (46%).
The integration of AI in Nigeria is also on the rise. According to Equinix’s 2023 Global Tech
Trends Survey, 47% of Nigerian businesses actively embrace interconnection, and over 90%
are banking on artificial intelligence (AI) benefits to expand their operations, enhance
efficiency, and stay competitive in the digital era. AI in public relations is an especially
exciting area, with tools ranging from traditional chatbots to cutting-edge, comprehensive
platforms.
Many PR functions rely on the Internet. AI’s ability to analyse vast amounts of data in
seconds makes it a perfect fit. Data analysis that would take a team of humans days to
complete can be done by AI in seconds and provide insights that are more accurate and up-
to-date. While AI can greatly contribute positively to reputation management, organisational
efficiency, crisis management, and more, there are drawbacks to the issue of AI in public
relations.
These include ethical considerations.
Let’s take content creation for example. Using AI to create content without a human
overseeing it removes the irreplaceable human element which defeats the purpose of PR.
After all, the essence of public relations still revolves around human touch and emotional
intelligence. It also opens room for bias and discrimination, invasion of privacy and sensitive
information disclosure, amplification of existing bias, lack of accountability and
transparency, and reduced creativity.
A simple way to deal with the use of AI when it comes to content generation in PR is to add
the human factor back by way of double-checking everything. AI-generated content
sometimes answers questions with false information, and as a PR professional, spreading
false information can produce disastrous consequences. You must practise transparency
when using AI in your communication strategies, especially in data analysis or decision-making processes. AI systems are trainable and can inherit biases in the data used to train them. PR professionals must be aware of these biases, especially when using AI for tasks
such as sentiment analysis or audience targeting to ensure fair and equitable representation
in their communications.
AI technologies can be used to create and disseminate misinformation or manipulate public
opinion. PR professionals should guard against the misuse of AI for spreading false
information or engaging in deceptive practices that could harm individuals or society. In
navigating these ethical issues, PR professionals should prioritize honesty, integrity, and
respect for the rights and well-being of individuals and communities.
By proactively addressing ethical concerns, PR professionals can harness the potential of AI
to enhance communication effectiveness, uphold ethical standards, and build trust with
stakeholders.
