How PR and Communications professionals stay relevant in an AI world
What would you do if a client came to you and said they no longer needed your services, because they’re going to use ChatGPT instead? This is the situation facing many PR, marketing, and communications professionals right now, and highlights a growing concern in the industry: the perceived threat of AI replacing human expertise.
But instead of running in fear, we can use these situations as opportunities to communicate and demonstrate our value.
4 Ways to Convince Your Clients You're Better Than AI
Here are four things you can do to convince your clients that your services are irreplaceable by AI:
Emphasise strategic thinking and consultancy: Highlight the value of human insight, strategy, and critical thinking, which AI cannot replicate. Provide an overview of everything you do that adds value to their business, and how AI can be used as a tool, but cannot replace empathy and human insight.
Showcase the importance of reputation management: Stress the potential risks of relying solely on AI, particularly the damage to reputation from errors or lack of nuanced understanding. There are plenty of examples out there of AI being used in disastrous ways, so back up your conversation with data and real-life examples.
Position yourselves as the ‘first line of defence’: There are obviously ethical challenges of using AI in communications. One of the key concerns is the potential for AI to be used to spread misinformation and disinformation. As professional communicators, we are best placed to educate others on how to use AI ethically, how to spot AI-generated content, and we can be the ‘first line of defence’ in protecting businesses from AI-related reputation damage.
Be transparent about the work involved: Provide detailed breakdowns of the services provided and the time and effort involved in delivering them. Sometimes people only see the finished product, not the hours of work and thinking that has gone into creating it.
AI as a Tool, Not a Replacement
Remember, that while AI presents challenges, it also has its benefits. We can use AI to enhance our work in areas like design, video production, content creation, and much more. But it is just a tool, and still requires human guidance and oversight.
AI will not replace communication professionals but rather change the way we work. Upskilling and learning to use AI tools effectively is crucial for communication professionals to remain relevant and valuable.
By demonstrating the unique value of human expertise and embracing AI as a tool, communication professionals can thrive in this evolving landscape.
