By Baaba COFIE
Artificial Intelligence (AI) is developing faster than we blink and its use has become increasingly prevalent in the field of public relations.
AI has transformed the way PR professionals create content, analyse data, and engage with audiences with an overall impact on the society we live in. However, as AI evolves, there are ethical concerns that must be carefully navigated to ensure that PR is practised in a responsible and ethical manner.
AI’s impact on the PR world raises important questions about authenticity, transparency and accountability. By exploring these areas and their ethical implications, we can harness the potential of AI to enhance our profession while upholding the values that define us as communication experts. Let’s explore these PR areas of concern.
Content creation
AI has revolutionised the way content is created in public relations. From developing PR strategies, writing press releases, newsletters, events management plans to crafting social media posts, AI-powered tools such as ChatGPT and Midjourney have the ability to generate content quickly, efficiently and at lightning speed, especially when harnessed through effective Prompt Engineering.
However, there is a fine line between using AI to enhance creativity and relying too heavily on automated tools. It is important to note that PR thrives on relationships; so while AI can assist in content creation, there still needs to be a human touch to truly connect with audiences. The reasons are:
- AI doesn’t have a mind of its own
- AI doesn’t have a heart
- AI is a tool, not a replacement for human creativity. While AI can generate content, it lacks the emotional intelligence and nuanced understanding that only humans possess.
- It has information it is gleaning from already existing data.
- It does not have every information you need.
First of all, to add a human touch to content, PR professionals should infuse their personality, insights and unique perspectives into brand messaging. These include cultural nuances, family & community belief systems, special local terminology, examples, quotes, etc.
If we take out the human touch, we may end up writing superficial content which reads well but does not connect. PR professionals must remain the hearts and minds of organisations.
Secondly, creative AI usage always starts from leveraging the technology to gather data and insights that can inform their content strategies. By incorporating these insights into our content creation process, we can tailor our messaging to resonate with their target audience without taking the heart out as well as some facts.
Thirdly, PR people can incorporate storytelling into their content creation process. This means, when AI gives you good framework, you need to weave the pattern of the narrative in a way that connects well with the target publics to create a more engaging experience.
Data analysis
AI technology is enabling PR professionals to analyse vast amounts of data to gain insights into audience behaviour, sentiments and trends. Although data-driven decision-making greatly enhances PR strategies/campaigns, it is crucial to consider the ethical implications of collecting and analysing personal data as well as using possibly biased data to inform the choice of a big idea or communication strategy direction.
Data protection is a critical ethical issue in AI use in PR practice. It is important to ensure that personal information is handled with care and in compliance with data protection laws. This includes obtaining proper consent from individuals before collecting their data, as well as implementing robust security measures to safeguard sensitive information.
PR professionals must be also transparent about the data they collect, how it is will be used and who has access to it. This helps build trust with audiences and ensures that individuals are aware of how their personal information is being utilised.
Furthermore, it is important to consider the potential biases that may arise in AI-powered PR campaigns. AI algorithms are only as good as the data they are trained on, and if this data is biased, it can lead to discriminatory outcomes.
PR professionals must, therefore, be vigilant in monitoring for biases and take steps to mitigate them to ensure fair and equitable outcomes. Double checking and fact checking are essential.
Audience engagement
We currently have AI-powered chatbots and virtual assistants that have totally transformed the way we interact with audiences/publics. These tools can provide real-time responses, personalised recommendations and seamless customer service. However, there are ethical concerns surrounding the use of AI in shaping public perception and influencing behaviour, namely: transparency, authenticity and accountability.
If audiences are not made aware that they are interacting with a chatbot or virtual assistant, there is a risk of them feeling deceived. This lack of transparency can erode trust and credibility, ultimately damaging the relationship between the organisation and its audience.
Authenticity is another ethical concern in AI-driven audience engagement. Although AI-powered tools are designed to analyse data and provide tailored responses based on algorithms, there is also a risk of these responses lacking genuine human emotion and empathy. This can create a disconnect with audiences and make them feel like they are not being heard or understood.
For instance, if a virtual assistant responds to a customer’s complaint with a generic, scripted message without acknowledging the customer’s emotions, it can come across as insincere and robotic. This lack of authenticity can alienate customers and damage the organisation’s reputation.
There is, therefore, the need to still engage our publics on a personal level by responding to comments, fostering conversations and building relationships. By actively engaging with them, PR professionals can humanise their brand and establish a sense of trust and authenticity.
Accountability is also a significant ethical consideration in AI-driven audience engagement. When organidations rely on AI to interact with audiences, they must take responsibility for the decisions and actions of these tools. If an AI chatbot provides inaccurate information or makes inappropriate recommendations, the organisation must be held accountable for any negative consequences that result.
Impact on society
As AI continues to reshape the PR landscape, it is essential to consider the broader societal impact of these technologies. From algorithmic bias to misinformation and disinformation, what is the role of PR professionals in promoting ethical AI practices and mitigating the negative impacts of AI on society?
We need to make a deliberate effort at promoting ethical AI practices and mitigating negative impacts to help shape public perception and understanding of these technologies.
Furthermore, PR professionals can also help in combating misinformation and deepfakes, which have the potential to manipulate public opinion and undermine trust in information sources.
By implementing robust communication strategies to debunk false narratives and educating the public about the risks of AI-generated content, we can also help safeguard the integrity of information and promote critical thinking in the digital age.
In addition to these proactive measures, PR professionals should also be prepared to respond swiftly and effectively to ethical dilemmas and controversies related to AI. We need to have clear guidelines, policies, protocols, non-disclosure agreements and crisis communication plans.
This provides us with a cushion that helps to navigate complex ethical challenges with professionalism and integrity, demonstrating our commitment to upholding ethical standards in the age of AI.
Lastly, one key way of promoting ethical AI practices is advocating for diversity and inclusivity in AI development. It is essential for PR professionals to encourage and support the representation of diverse voices in the creation of AI algorithms to minimise algorithmic bias. Africa shouldn’t be left out! Let’s collaborate with AI developers and researchers to ensure that their systems are inclusive and fair.
This can actually help prevent discriminatory outcomes and promote social equity. We should develop our own AI tools, train AI developers, data scientists, Machine Learning engineers, among others. Why not! Let’s think about it.
It is evident that ethical AI in public relations practice presents both opportunities and challenges for PR professionals. By embracing our role as ethical stewards of AI technology, we can help shape a more responsible and sustainable future for society.
By understanding the ethical sensitivities of using AI in PR, we can ensure that our practices are aligned with ethical standards and promote trust and credibility with our audiences. Let’s embrace the power of AI while upholding ethical principles in our work as PR professionals.
The writer is Managing Partner, Mahogany Consult.
