What a Human PR Specialist Can Do for a Business That AI Can’t

What a Human PR Specialist Can Do for a Business That AI Can’t

I’m a millennial with more than 8 years of experience in the ever-evolving world of marketing & communication who has most recently delved into the whirlpool that is public relations (PR). I’ve ridden the wave of technology as it swept through our lives, from the days of dial-up computers, which seemed to take forever to load a simple webpage, to the current era of Artificial Intelligence. 

Never in my wildest dreams did I imagine that those clunky machines would one day threaten to swipe my job out from under me. Yet, here we are. I, like many Gen Y’ers, have been obsessed with the conversation of AI (and Taylor Swift) over the last 12 months and as a survivor of this digital revolution, I feel compelled to share my insights.

Artificial Intelligence (AI) is revolutionizing various industries, including PR. However, there are several critical aspects of PR where the human touch of a PR professional can not easily be replaced.

1. Crafting Authentic Messaging

AI can generate content based on data and predefined rules, but crafting authentic and compelling messaging requires a human touch. Us specialists understand the complexities of language, cultural contexts, and emotional nuances that are critical in shaping a message that feels genuine and relatable to clients.

2. Building Relationships

Relationships are at the heart of effective PR. Specialists cultivate strong, personal relationships with journalists, influencers, businesses, and other key stakeholders. These relationships are built on trust, credibility, and personal interaction over time—something AI cannot replicate. These connections often result in more meaningful media coverage and opportunities that an AI-driven approach might miss.

3. Thinking Outside of the Box 

PR specialists draw on their experience, intuition, and understanding of industry trends to develop pitches that excite the media. We are able to brainstorm creative ideas, anticipate potential challenges, and adapt plans based on real-time feedback. While AI can provide data-driven insights, it lacks simplicity. And as W.B. Yeats’ saying goes “Think like a wise man but communicate in the language of the people” – this is something ChatGPT has not (yet) mastered. 

4. Managing a Crisis with Empathy

In times of crisis, businesses need a PR specialist who can navigate the situation with empathy, sensitivity, and sound judgment. We craft responses that are not only strategic but also compassionate. 

5. Understanding Human Behavior

While AI excels at analyzing data patterns, it often struggles to fully understand and interpret complex human behaviors and emotions. PR professionals use emotional intelligence and interpersonal skills to gauge public sentiment, predict reactions, and adjust strategies accordingly. We can read between the lines, sense underlying tensions, and respond in ways that are thoughtful and nuanced.

While there is no doubt AI offers valuable tools and efficiencies in the field of PR, it cannot replace the human qualities that we specialists bring to the table. However, AI is not going anywhere and it should definitely be embraced (like checking this article for typos for example). I am not naïve to the fact that AI has so many benefits and when used correctly can enhance the success of clients while streamlining a busy workload. In the words of Franklin D Roosevelt, “there are many ways of going forward, but only one way of standing still.” Throughout history, technological progress has been inevitable, and embracing change has often been the most effective strategy if you want to stay on top.

Conclusion

For now, I will continue to thoughtfully vet media lists and personalize pitches. We must also remember that information generated by AI should always undergo rigorous verification, ensuring the preservation of trust and authenticity in the evolving world of media and communications. Don’t just take my word for it, when AI was asked to comment, it said “This passage is solid! It eloquently encapsulates the dual nature of AI in PR—recognizing its benefits while emphasizing the enduring value of human expertise.”

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