New Global Survey Examines PR Industry’s Readiness for AI

In the early days of social media, some senior PR folks were, shall we say, less than enamoured about social and its potential to reach and engage audiences.

OK, they saw it as a passing fancy.

But they were eventually dragged into the 21st century—kicking and screaming all the way.

Fortunately, PR has come a long way since then and the industry’s embraced digital and social media as key elements in an integrated marcomm plan.

Yet, because PR was such a laggard, we had a harder time claiming a strategic role in the implementation of social.

And I’m worried the same thing could happen with the enterprise adoption of AI.

Stop Pressing the Snooze Button on AIinPR

Breakthroughs in artificial intelligence, including sentiment analysis, predictive analytics, chatbots and natural language generation are about to have a direct impact on the industry and the way we communicate and build relationships with customers.

And unless professional communicators proactively get a handle on what AI is and does, where the risks, challenges and opportunities are, and the role we might play, we’ll be left in the proverbial data dust.

OK, maybe I’m being overly dramatic, but it seems like we need a wake-up call when it comes to learning about AI.

We’ve been pressing the snooze button on AIinPR for far too long.

That’s why the Artificial Intelligence in Public Relations Panel (AIinPR) of the Chartered Institute for Public Relations, is undertaking a global study in partnership with Page to assess AI literacy and readiness in PR. (Disclosure: I’m a member of the AIinPR panel.)

The goal of the research, which launched in April, is to determine level of knowledge and competency in data and artificial intelligence within the global public relations profession,

And I encourage you to take 15 minutes or so to complete the AIinPR Literacy survey.

Survey responses will be analysed by leading AIinPR academic researchers and those working on AI in PR and will enable us to report back to the industry where the profession is with data and AI knowledge, understanding and upskilling.

Taking a Proactive Approach to AIinPR

This research is a good first step toward taking a proactive approach to AIinPR. But there’s much more to accomplish.

According to AIinPR Chair Kerry Sheehan: “Data and AI literacy is an essential skill to develop for public relations practitioners who want to remain relevant. The coming months and next year will be crucial for us with AI in our own roles and in our advisory roles.”

Professor Anne Gregory, AIinPR lead academic, said: “Rarely is there as much agreement about the importance of an emerging technology as exists today about artificial intelligence. Understanding AI is vital for the PR profession. With the power for good and harm that big data and AI offers, someone has to the perform the ethical guardian role. That is down to us.”

If you’re interested in learning more about how artificial intelligence is changing public relations and communications, check out some of the free resources the AIinPR panel has produced including:

• AIinPR Toolstack – a compilation and summary of available PR-relevant AI tools
• Ethics Guide to Artificial Intelligence in PR – decision making framework and case studies

You might also want to read You Look Like a Thing and I Love You, a humorous and easy to understand book by computer scientist Janelle Shane that explains AI algorithms, what they do best and what their limitations are.

And of course, where would I be if I didn’t repeat my call to action and ask you to complete the AIinPR readiness survey.

Maybe the results will provide the wake-up call our profession needs.

Martin Waxman, MCM, APR, is a LinkedIn Learning instructor, president of a consultancy and conducts AI research. He’s also a past-chair of PRSA Counselors Academy, and a member of the #AIinPR panel. Martin teaches digital strategy and social media at the Schulich School of Business, McMaster University, and UToronto SCS and regularly speaks at conferences and events across North America. Martin is the 2019 recipient of the Institute for Public Relations Makovsky Best Master’s Thesis Award. Connect with Martin on Twitter or LinkedIn and subscribe to his Digital Marketing Trends newsletter.