To understand the impact of AI (artificial intelligence) as a PR tool, one could draw parallels with its influence in the culinary world. Advanced applications like IBM’s Chef Watson have become indispensable in the kitchen, providing chefs with recommendations on ingredients and tips for crafting unique recipes. Yet it’s still the chef’s creativity and expertise that transform those insights into culinary masterpieces.
Similarly, while AI can enhance PR and marketing programs, human creativity will always be crucial. Below are five common pitfalls to avoid when using AI as a PR tool to ensure you’re maximizing your results on upcoming campaigns.
- Overreliance on AI writing: Have you ever read an email or newsletter that felt too shallow or packed with generic buzzwords? It’s likely that the content was generated primarily by AI. While AI tools like ChatGPT are excellent for drafting outlines or refining specific sections of text, they lack the depth of brand awareness and customization needed for effective storytelling. Marketers still need to be careful in crafting personalized content, focusing on key themes and alignment with target audiences to ensure their message resonates.
- Loss of creativity: In 1995, Michael Jordan crafted one of the most iconic press releases in history with two simple words: “I’m back.” It was unconventional and unexpected – two adjectives that are rarely used to describe AI. While AI can be useful for PR teams in helping quickly generate templates and content drafts, relying on it too heavily might take away the creative spark that distinguishes a truly impactful campaign. It often takes a bold, original approach to capture attention and stand out from the crowd.
- Sterilizing the media outreach process: From building media lists to tracking coverage and key performance metrics, AI tools can be invaluable in making the behind-the-scenes PR operations run smoother. However, PR is still a people-driven field where relationships matter. Sending a generic pitch out to an AI-generated distribution list could miss the nuances of a contact’s current interests or their recent work. Personalized outreach remains important in building meaningful connections with journalists and influencers.
- Strategic complacency: AI can help streamline the process of identifying reporters and influencers for a campaign, but it often struggles to keep up with the fluid nature of the media landscape. Reporters frequently change beats or switch publications, and new influencers are emerging all the time. Relying solely on AI-generated contact lists without verifying details can result in irrelevant or outdated outreach – potentially damaging relationships before they even really begin. Thus, PR teams should stay proactive in maintaining and refining their media databases to remain current and effective.
- Ignoring emotional intelligence: While AI excels at processing data and generating reports, it lacks emotional intelligence – a critical component for leading in times of crisis. Managing sensitive issues requires a high level of ethical judgment, empathy and adaptability. Relying on automated, AI-driven communications can appear tone-deaf or impersonal, potentially making a bad situation worse. Human oversight remains critical to ensuring that crisis communication efforts are authentic, compassionate and appropriate.
Harmony between AI and humans
Like it has in other creative fields, AI has become an instrumental tool for PR and marketing professionals – aiding in content development pursuits and helping streamline many processes that are vital to a program’s success. However, it should always serve as an enhancement – not a replacement – for human creativity and judgment. By thoughtfully integrating AI into PR strategies, teams can elevate their communications recipes with the right blend of speed, innovation and emotional intelligence.
