Will PR professionals lose jobs due to AI?

Will PR people lose jobs?

It’s the year 2020, and almost every other sector and its experts have given their thoughts on how technology like AI and machine learning would change the way business is done in their spaces.

The PR business is no exception, and for a few good years now, we all have seen the impact of automation in the day to day operations of any PR agency. Automated pitches, data mining and collation to compile a dynamic and updated (current) media database, effective use of tech and data tools to map the niche sectors in the media, shooting out mailers and invites, pre event and post event releases etc to the media – the influence that automation has had has indeed been a blessing in disguise for the PR professionals, and the industry as a whole.

The impact of AI, will be all pervasive, and the biggest gain from it for the trade will be the fact that a lot of routine chores which need investment of human capital will get automated. Right from the process of researching to create pitch documents for prospects, scan the internet for coverage in nook and corners, online and digital dissemination of releases and press information, and tracking coverage online and offline – proper deployment of AI tools will be a blessing for the PR professional.

Needless to say, this would also mean that there has to a good commitment on the part of the PR business (individuals and companies) to spend time, energy, and the monetary resources that are needed to deploy the necessary AI tools. This would also mean that a certain scale is needed to make use of AI, and maybe only agencies of a certain size, and span of operation would be better equipped to make full use of AI, thanks to the fact that they are have the breadth and depth of clients, who could support and benefit from AI.

What of the job losses owing to AI and its profound impact? Honestly, the alarm over AI being a tool that will replace humans is just noise, and fear mongering. Good and long term client benefiting PR is all about two crucial aspects – the ability to strategize for a prospect/client, and later execute every single element in the PR plan. Strategy is yet, and will remain, all about thinking and applying the PR persons mind as to what will be a good PR plan, and how it can be split and delivered to the last mile. No amount of technology will ever replace the human thinking, which results in the strategic elements of image management. All the impact of AI would be in the execution and delivery space, and it will be only good that a lot of work, which is kind of rote will be accomplished my AI in much lesser time, and with greater accuracy.

In that sense, any PR person and agency must happily embrace AI, and set in motion the process of investing, training on  people, to be AI ready. 

May be year 2020 will be a decisive year for this action in PR businesses across the globe.