Ella Adams, PR and Social Media Executive at one of the north of England’s leading PR and marketing agencies discusses the impact of AI in the PR industry for young professionals.
The other day, whilst doom scrolling the internet, I came across an article that discussed the possibility of Artificial Intelligence (AI) replacing Junior PR Executives. Initially, ignored. But on my walk home, I began to analyse the idea.
In a PR role, you can use AI for anything. But this shouldn’t be seen as an invite for you to do so.
AI could write you a press release, but it doesn’t mean it will give you the finished, polished result. It may provide you with the ideation for when you become a victim of brain fog, but to make it press worthy the release still needs the skills you’ve worked hard for. That’s what makes PR brilliant. And this can be applied to all aspects of PR, an industry that thrives from human connection, integration, and communication.
From a young PR professional perspective, where the fast-paced environment and learning is constant, there were three big questions that came to mind after reading this article.
Before I go on, FULL DISCLAIMER – I too am I user of AI. Shame or no shame (mostly shame), I would be a fool to not recognise how AI technology has completely changed the game. I would be an even BIGGER fool to not own up to the fact that I am part of the guilty party. Now those pleasantries are out of the way, let’s continue.
Cue some brief momentary feelings of panic and existential dread, my conclusions were the following.
Yes, I do think we have become reliant on AI.
As an individual who graduated not too long ago, I would say that the dependence on AI to perform even small day-to-day tasks has become all too scarily prominent. For example, if you are asking ChatGPT what to have for lunch or to plan your daily routine, I think some serious words need to be done.
Maybe I’m a little nostalgic (or boring), but does nobody miss just doing things without having to run it by some computational system that doesn’t even know your childhood crush or favourite pet?
Admittedly, I don’t think there is much harm in using AI technology to speed up processes, explain any confusion, or offer you a base point for whatever it is you may be working on. However, when the dependence on AI begins to impact skills such as creativity, critical thinking, and integrity, I think we should be taking a step back and reevaluating. These are traits that are taught, learnt, and developed over time, and most importantly, honed through human interaction.
If all young people started using ChatGPT as religiously as your Nan watches Coronation Street, then yes, I will say the future of the PR industry could well be doomed.
This brings me onto the hindering vs innovating debate, and to be annoying, I don’t know.
Adopting the hindering stance, I would argue that AI usage in young professionals has made them undeniably lazier and possibly less prepared for the world of work than their predecessors. ChatGPT can provide you with ideas, but what it cannot do is provide you with any authentic creative drive and initiative. And for the PR industry, you most certainly need both those things.
In terms of innovating, I do think the rapid progression of AI technology has raised the bar in what clients might expect from companies. Work, think, and perform harder and smarter kind of thing. But if you continue to master your skill set, naturally, this shouldn’t be seen as a problem.
With all this said, I still adopt the view that AI cannot provide young professionals with the soft skills that are needed for the field of PR. The core foundations of PR (writing, editing, storytelling and relationship building) are all human taught, so the future is looking bleak for those youngsters who are ChatGPT enthusiasts.
Back to my original concern. All this AI nonsense poses an overarching question – what is the point in spending over 14 years in education, frantically trying to hustle some work experience for the good old CV, or even making effort in human interactions and networking, IF a piece of computer software can do it all for you?
Talking in PR terms, I will conclude by saying that the industry is built on personality, relationships and insight. Clients need these things. Trust is built between people, not robots. That is a constant in the PR world and something that should never change for future PR aspirers.
From a more general perspective, I think my question above is something that everyone should be asking themselves, especially the next time you think about asking ChatGPT to do your washing up for you.
Ella Adams- PR and Social Media Executive
Ella is the newest edition to the Source team. As a PR and Social Media Executive, she works with clients on press releases and social media campaigns and strategy. Drawn to the creative and dynamic nature of PR, her days involve working closely with clients, building relationships and helping them get their campaigns out there. When she is not at her desk, she is most likely chasing miles on a long run, head in a book, or plotting her next shopping trip. Don’t be fooled, she is extremely partial to a sweet treat and if anyone mentions a movie night in to watch Pride and Prejudice for the one hundredth time, she will be there.
