Shaping the Future of PR & Communication with AI
PRSA Dallas UnSummit Conference - AI Panel
We've heard the refrain that AI is coming for creative jobs. And I get it, change is hard. But creativity is inherently about change. Whether that change is good or bad, helpful or scary depends on how you view it and use it.
- Tripp Westbrook, President/Chief Creative Officer, Firehouse
At the recent PRSA Dallas 2023 UnSummit, PR professionals from across the region came together to talk about ideas and discuss changes affecting the industry ranging from DE&I and crisis communications to media pitching and the role of artificial intelligence in the future of PR. The AI panel had the most engagement and questions since it will impact jobs and work product in nearly every industry, not just PR. As the Hollywood writers and actors' strike has shown us, the creative industry is one of many that is not immune to the AI conversation either. That’s why the AI panel was my favorite panel discussion from the day, with differing perspectives about how AI technology is affecting communications overall. The panelists had a lot of interesting things to say, and audience members had plenty of questions. It got me thinking about what role AI will play at my company in my PR future. Here are my three key takeaways:
1. AI has always been here.
Watches, engines, and the Internet are all examples of artificial intelligence. All of them came with a period of adjustment. And unfortunately, a lot of them came with a loss of jobs – at least the jobs that were currently available. However, a lot of those jobs evolved into different positions. Watchmakers, machinists, and coders would be unheard of if not for AI. Now, we’re facing another significant increase in the conversation around AI. Just remember, this isn’t a new conversation – just different circumstances.
2. All AI has strengths and weaknesses.
Average doesn’t cut it anymore; we’re always looking for ways to be better. AI makes us better. Chat GPT helps us write, Jasper can write email copy and subject lines, and Lumen 5 helps with social video creation. All these things save employees time because they can now better use their time to focus on other things that AI can’t do. Like everything else, AI isn’t perfect. It requires a human touch along the way. We don't always know what the weaknesses are – it comes with a lot of trial and error. You can’t just plug and play with most new AI tools. There are a lot of conversations about art, AI, and copyright issues; script aids can pull in redundant storylines, and so on.
3. Humans must get involved!
Does your company have an AI policy? What is that policy and how up to date is it? How could AI affect your career in the next few years? It’s okay if you don’t know; most people don’t until AI starts being utilized in their offices. If your company hasn’t developed a policy, it may be time to start thinking about it. Both leaders and staff need to consider what they need out of their relationship with AI. AI doesn’t have to be the enemy! But you have a better chance at building a positive relationship with AI if you start thinking about it now.
I’ve started exploring the AI tools available to me at my company. Some of them have been surprisingly effective and others have needed a significant amount of help. I’m also looking into tools I don’t currently have. I’m not looking for AI to replace me, but I am looking to AI to enhance the quality of my work while freeing up my time to work on more strategic things AI can’t do...yet.
Paula Paggi - Senior Account Executive