The challenge we face though is that PR professionals are notoriously slow at embracing technology. There is a list of examples – blogs, social media, SEO – where we’ve been late to the party.
PR Futurist Stuart Bruce shares his insight on how tech is impacting the practice of public relations in this episode of Smoke Signal Podcast.
Stuart is astounded by the varying degree of different attitudes when it comes to AI with some at a peak of inflated expectations and others in a trough of disillusionment (citing the ICCO survey that found 25% of PR leaders say they will never use AI).
The challenge (and opportunity) for PR professionals is two-fold:
- Using CommTech and AI to improve what you are doing – make it faster, better, easier
- Understanding the ethical implications and being knowledgeable enough to advise your organisation on where and how to use AI.
As a PR Futurist, Stuart knows it is way too difficult to predict the future. Especially in the case of AI which, as Bill Gates describes, is as big an innovation as the personal computer, the Internet, and the mobile phone. But what he does know is that as PR professionals we need to stay up to date, we have to experiment, and we must keep an open mind about doing things differently.
Listen here: https://podcasts.apple.com/au/podcast/a-public-relations-podcast-smoke-signal-the/id1360145782?i=1000607612836
