By Ann ADJASAH
At the 8th Women in Public Relations Summit 2024, one of the sessions titled “The Intersection of Ethical Artificial Intelligence (AI) and Public Relations (PR): Exploring How AI is Transforming the PR Landscape” moderated by Baaba Cofie, Managing Director, Mahogany Consult, piqued my interest. This discussion highlighted that AI is no longer a futuristic concept but an integral part of various business practices including medicine, engineering, finance, marketing, manufacturing, and, most notably, public relations.
AI has permeated many aspects of public relations, from data analysis and visualization to sentiment analysis, automated content creation, and media monitoring. Its use allows PR teams to gather actionable insights, predict trends, and craft targeted messaging proactively and strategically.
Companies like Coca-Cola and IBM have incorporated AI into their PR strategies, leveraging data analytics to better understand consumer behavior and preferences. This data-driven approach allows them to design more effective communications strategies and measure the impact of their PR efforts with greater accuracy.
However, as PR professionals embrace the power of AI, it is essential to consider ethical practices in its use, particularly regarding transparency, bias, and data privacy. The ethical implications of AI in PR require careful consideration and proactive measures to ensure responsible use and maintain public trust.
Ethical practices of AI in public relations
As public relations professionals, we must know that we are the ethical stewards of AI technology and play a crucial role in ensuring that AI is used responsibly and transparently, thereby fostering trust and accountability within the profession. The Institute of Public Relations’ (IPR) motto, “Image is everything,” must be reflected in the use of AI to ensure that the image of our organizations remains intact.
AI systems often require access to large amounts of personal data, raising questions about how this data is collected, stored, and used. We must ensure transparency about our data practices and comply with applicable regulations, such as the Data Protection Act 2012 (Act 843), which sets out the rules and principles governing the collection, use, disclosure, and management of personal data to protect consumer privacy.
Another ethical issue is the risk of bias in AI algorithms. If the data input into an AI system is biased, the results generated by these systems can perpetuate and even exacerbate existing biases, leading to unfair representation and potentially damaging a company’s reputation.
Transparency of AI in decision-making is also crucial. PR professionals must be able to explain how AI systems reach their conclusions, ensuring that stakeholders understand the logic behind the actions taken by AI. This transparency builds trust and accountability, which are essential for maintaining positive relationships with the public. Full disclosure of an organization’s use of AI is essential to developing an ethical framework that preserves transparency.
Balancing AI and human touch
Despite the rapid development of artificial intelligence, we, as PR professionals, have the unique ability to create fresh stories and engage audiences with a human touch. AI cannot replicate the emotional connection and nuanced understanding that human interactions bring to creating compelling and engaging content.
We have direct access to our audience, which allows us to generate first-hand data, communicate in a variety of ways, and observe audience reactions. AI models cannot control these human aspects. PR professionals must be mindful of the information fed to AI chatbots and double-check the information they produce to mitigate any reputational risk.
Final Thoughts
Looking ahead, it’s clear that AI will continue to play a crucial role in how brands communicate with their audiences. By embracing AI, we can anticipate trends and respond to audience needs more effectively and proactively.
It is essential to remember, however, that AI is a support tool rather than a substitute. The human touch remains irreplaceable in creating meaningful and emotionally resonant stories. By balancing AI capabilities with ethical practices and human creativity, PR professionals can harness the full potential of AI while maintaining trust and authenticity in their communications.
>>>The author is a communications and public relations professional, member of IPR and Women in PR Ghana. LinkedIn: Ann Adjasah
