Benefits of AI for PR, Work Efficiency to Crisis Mitigation

LAINNYA

Nov 11 2024, 21.13

Artificialintelligence(AI) is recognized by public relations practitioners as very useful for the efficiency of large-scale data processing. In fact, AI is also useful for helping public relations tasks in mitigating crisis conditions.

This emerged in a webinar entitled “The Challenges and Opportunities of AIvolution in PR” on May 18, 2024. This online seminar is part of the Road to World Public Relations Forum 2024 series.

The discussion session presented Dian Agustine Nuriman as Founder of Nagaru Communication and Head of Public Relations Training Perhumas. Also present was the CEO of NoLimit Indonesia as well as Perhumas Public Relations Competence Member Aqsath Naradhipa.

Dian said, in the practice of large-scale and fast data processing by public relations (PR), AI is very helpful in its implementation. Now, there are seven AI products that are increasingly commonly used by public relations.

Apart from chatbots, some other AI products that are widely used are speech to text tools, social media automation, content creation, media outreach, media monitoring, and sentiment analysis.

“Indeed, the presence of AI is accompanied by threats and risks, but AI innovation can also help the efficiency of public relations work,” Dian said during her presentation.

However, he also emphasized that public relations (PR) should not be completely dependent on AI products. This is because there are a number of aspects that must still be supervised by humans.

Reinforcing this point, Aqsath pointed out that the presence of AI does come with a number of challenges. The risks or challenges in question are not only about privacy, but also related to cybersecurity. “Because security and convenience are like two sides of a coin,” he said.

Furthermore, artificial intelligence can also have an impact on the number of unemployed, he called it technological unemployment. In other words, unemployment caused by technological disruption.

“Like the case of the toll gate. When the toll card was first applied for payment at the gate, until now it is electronic money, it is undeniable that it has made tens of thousands of toll gate guards lose their jobs,” said Aqsath.

Even so, he added, AI has indeed proven to open up new opportunities, not just the efficiency of public relations work. Artificial intelligence even plays a strategic role for better crisis handling.

“Because public relations or corporate communication, for example, can more easily map out which issues to handle first. Which strategic issues first,” said Aqsath.

According to him, AI also makes public relations more creative in innovating new public relations products. In fact, AI is also useful for making campaigns more lively and interactive.

Penulis : Maidian Reviani

Editor : Doddy Rosadi

World Public Relations Forum 2024

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