by Kenzie Brooker
with
Sandra Braun, PhD
Blog Publisher and Editor
Note from the Editor: Brooker provides a very insightful article about how PR professionals can view AI through an understanding of trust and positive relationships being at the epicentre of professional PR work. The concepts in this article can help PR professionals navigate the sea-change of AI and provide an anchor for direction and decision-making.
AI is here to stay
In an era inundated by technological innovation, PR professionals face new challenges and opportunities. With the rising popularity of AI tools, from automated content creation to advanced data analytics, PR professionals are now working in an environment where artificial intelligence can play a significant role in the services they offer.
Generative AI tools have revolutionised the way public relations professionals approach media outreach, content creation and audience engagement. Platforms like Chat GPT-3 for instance, can generate blog posts, social media content, press releases and even personalised communication tailored to various audiences. These tools offer speed, scalability and the ability to analyse massive amounts of data, along with working with tight deadlines and demanding clients, making AI invaluable assets for PR teams.
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What AI cannot do: Build trust
Amidst this rapid technological advancement, one thing remains constant about PR work – it is about creating positive, mutually beneficial professional relationships (Flynn, Gregory & Valin, 2008). While AI technology can enhance efficiency it cannot replace the human elements of PR, specifically the ability to foster genuine and trusting relationships with clients. In PR work, ensuring that stakeholders feel valued, understood and prioritised (thereby building trust), is essential for success.
In this evolving landscape, Hon and Grunig’s (1999) three dimensions of trust – integrity, dependability and competence – are more important than ever. “Trust is one party’s level of confidence in and willingness to open oneself to the other party. Trust is a complicated concept, which has several underlying dimensions” (p. 19). In fact, in the context of the public organisation relationship, the value of having a trustworthy reputation (whether interpersonal or organisational) is so foundational and critical, that it is dangerous “to seize any short-term advantage” that could damage trust (Hon & Grunig, 1999, p. 19).
Trust: The heart of public relations
Hon and Grunig (1999) produced one of the most foundational academic papers in public relations in Guidelines for Measuring Relationships in Public Relations. This, together with Ferguson (2018), who built upon on her prior work (1984), defined the field of public relations, giving its distinctiveness. Ferguson contended that the field of public relations was about the relationship between an organisation and its publics, calling it a “fruitful research paradigm” (2018, p. 172):
It is difficult to think of any other field where the primary
emphasis is on the relationships between organizations,
between organizations and one or more groupings in society,
or more generally with society itself (Ferguson, 2018, p. 170).
Hon & Grunig followed this up with an analysis of what makes for excellent public relationships. These two studies are at the core of PR practice and scholarship. I encourage every PR professional to read, study and re-read these two foundational works as reminders of who we are, what we do, and our reason for being.
Hon and Grunig’s (1999) three dimensions of trust – integrity, dependability and competence – are discussed here in the context of AI.
Trust is built through integrity
Integrity “is the belief that an organisation is fair and just” (Hon & Grunig, p. 19). Integrity is the cornerstone of any successful relationship, whether personal or professional. PR professionals are tasked with managing and shaping
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public perceptions, an inherently delicate and sometimes precarious responsibility. This means that clients must be able to trust that PR professionals will act ethically and transparently in every situation. It means that PR professionals must understand the dynamic of trust and also how they can help their clients develop trust with their own stakeholders.
In the context of AI, the potential for automation to create misleading or inaccurate content, thereby eroding trust, is of growing concern. Generative AI is trained on vast datasets which may include biased or outdated information. While AI can be an incredibly effective tool for analysing overwhelming data, using it to generate outputs for a client could be considered risky, dishonest, or even lazy. AI’s inherent lack of human judgement could threaten the client or company’s reputation.
A PR professional with integrity ensures that their clients are well taken care of in any situation by communicating messages that are truthful, accurate, original, and in the client’s best interest. Leading professionals will always question the use and efficacy of using generative AI and will not be tempted to take any short-term advantage that could erode trust.
Trust is built through dependability
Dependability “is the belief that an organisation will do what it says it will do” (Hon & Grunig, p. 19). Clients rely on PR professionals not just for content creation and strategy, but for timely execution, consistent communication and a deep understanding of their objectives.
With generative AI tools automating some of the more repetitive aspects of PR work, it’s easy to assume that AI could replace the need for human oversight in all situations.
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However, AI lacks intuitive decision-making ability and a true understanding of the client’s needs, which are, essentially, unique to each client and each situation.
Dependability in the PR world also means being there for the client in times of crisis, managing complex situations and offering real-time solutions; and it also means that PR professionals can help the client to the same for their own stakeholders.
In the context of AI, a PR professional using AI tools to craft the rough draft of a press release must still evaluate the tone, context, and strategy behind that communication. AI could theoretically generate an appropriate draft, but a dependable PR professional will review, tweak and refine that content to ensure it aligns with the client’s long-term goals and branding. The human touch ensures that the message is nuanced, that it resonates with the target audience, and that it addresses any unforeseen issues that AI might overlook or simply cannot do.
While AI tools can assist with thematic analysis and crisis monitoring, a dependable PR professional knows how to navigate difficult conversations with clients and provide thoughtful and strategic counsel. This sense of reliability helps clients feel secure knowing that their PR team will not only deliver the expected results, but can be depended upon to be there when challenges arise.
Trust is built through competence
Competence “is the belief that an organisation has the ability to do what it says it will do” (Hon & Grunig, 1999, p. 19). Clients entrust PR professionals with managing their brand, reputation and
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public image. This responsibility requires a deep understanding of the client’s industry, target audience, and unique challenges. The ability to craft tailored strategies, anticipate potential issues and make informed decisions is what sets competent PR professionals apart.
This competence and commitment to understanding the client and their needs is what builds trust and reassures clients that their PR team has the necessary skills to handle both routine tasks and unexpected crises effectively.
Conclusion
It is essential for PR professionals to remember that the true value of their work lies not just in the technology they use, but in their ability to foster strong trust-based relationships with clients in addition to being able to use the skills needed to help clients build their own trust-based relationships for their stakeholders.
New technologies are important to integrate into PR work, but they must be leveraged intelligently while maintaining a strategic and human-centred approach to communication. Consider it to be job security! In an AI-driven world, it’s the PR professional’s integrity, dependability and competence, and the ability for the PR professional to help the client achieve the same for their own stakeholders, that ensure AI tools are used effectively and ethically, ultimately creating mutually beneficial relationships for the PR professional, the client and stakeholders.
References
Ferguson, M. A. (1984). Building theory in public relations: Inter-organizational Relationships. In Annual meeting of the Association for Education in Journalism and Mass Communication.
Ferguson, M. A. (2018). Building theory in public relations: Inter-organizational relationships as a public relations paradigm. Journal of Public Relations Research, 30(4), 164–178. https://www.tandfonline.com/doi/epdf/10.1080/1062726X.2018.1514810?needAccess=true
Flynn, T., Gregory, F., & Valin, J. (2008). CPRS public relations definition and values. https://www.cprs.ca/about.aspx#:~:text=Public%20relations%20is%20the%20strategic,and%20serve%20the%20public%20interest.
Hon, L. C., & Grunig, J. E. (1999, November). Guidelines for measuring relationships in public relations. The Institute for Public Relations. Guidelines For Measuring Relationships in Public Relations
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