The CIPR Artificial Intelligence in Public Relations Panel makes five recommendations for the public relations industry to get to grips with the impact of AI on society and the profession.

The AI and Big Data Readiness Report - Assessing the Public Relations Profession’s Preparedness for an AI Future provides an overview of understanding and preparedness for artificial intelligence within public relations. It sets out how the profession should equip itself to exploit the potential and guard against the possible dangers of AI.

The report is co-authored by CIPR AIinPR members Professor Anne Gregory and Dr Swati Virmani.

It finds a significant number of PR practitioners have limited knowledge of AI and lack confidence in using it (43.2%), compared with only a small number who feel “very comfortable” (13.9%). The message is clear. The PR industry is not as ready as it should be for artificial intelligence.

The findings of the CIPR report mirror the UK Government National AI Strategy published in September in calling for a step change in progress is required if the UK is to capitalise on the opportunities for AI innovation and leadership. It sets of the following recommendations for the profession:

1. AI and the fundamental structural change it will bring needs to become a part of a strategic conversation in the public relations profession. The profession is re-shaping and this needs to be by design, not by default.

2. A pathway should be developed which plots the options that practitioners can take to secure various levels of competency in the strategic and tactical uses and governance of AI and Big Data.

3. CIPR guides and resources on AI and Big Data should be updated and made widely available to all members and publicised so that there is a basic, membership-wide understanding of what these concepts and technologies entail, their benefits, pitfalls and common uses.

4. Focused events/initiatives driven centrally and via the regional groups to educate and inform members systematically on the topics mentioned above.

5. The development of knowledge and skills in AI should be prioritised and incentivised so that the future of the profession is secured.

“Two years ago when we produced the ‘AI and the Professions’ report we said that public relations was in danger of sleepwalking into the technological future. Unfortunately, nothing has really changed,” said report co-author Professor Anne Gregory.

“We need to get a strategic grip and determine for ourselves what our enhanced role and contribution can be in the organisations we serve. Otherwise others will make the decision for us and it won’t be in our favour.”

“There is clearly a mix of optimism and fear in the PR industry with regard to AI. Excitement at the potential and possibilities – and concern that the role of the practitioner will be eroded away,” said Andrew Bruce Smith, Chair, CIPR AIinPR Panel.

“Anyone who wants to have a valued and meaningful career in PR in the coming years should pay great attention to the implications and recommendations from this report.”

Methodology

The CIPR surveyed 290 practitioners in July and August 2021. The survey was available globally via the Page Society, Public Relations Institute of Australia (PRIA), International Association of Business Communicators (IABC), Public Relations Institute of South Africa (PRISA) and Public Relations Society of Kenya (PRSK).