PR Hot Take

PR Hot Take: Where There is Smoke, There is Fire

Community Relations, Crisis Communications, Media Relations, PR Hot Take, Public Relations, Reputation /

Recently, an organization I follow announced made a significant announcement about the staff that would significantly impact their daily operations. I will not be naming the organization or giving any identifiable details in this post. While this announcement may have been in the works for months, the news distributed to the public seemed abrupt and came with very little forewarning that this transition would be happening. To add to the abrupt nature of the announcement, was that this change would occur before the allotted schedule that this organization routinely follows. All in all, the announcement caught me, an invested stakeholder, off guard.

Fast forward ten days later, and I happened to be on social media and read a story about alleged missing funds within the same organization. My PR intuition was initially aroused at the announcement; then, with the following news, I acknowledged I was watching a communications crisis develop in real-time. As a crisis communications professional, I had to know more, so I began digging. What is in the public discourse, social media, and press stories leaves more unanswered questions and severe gaps in communication with general stakeholders. For this organization, where trust is paramount, I am deeply concerned about the reputational damage being done in real time.

I share this PR hot take today because, number one, it interests me, and I am interested to see how these issues will resolve as a whole for the organization. I am also sharing this because it is an excellent case of how not to communicate with stakeholders. Below, you will find my perfect recipe for a full-blown crisis communications episode:

  1. Make a significant announcement with little to no warning to the general public that will profoundly impact your organization forever.
  2. Hold closed-door meetings where stakeholders who are usually involved have been shut out or have the perception that they’ve been shut out.
  3. Do not correct accusations of missing funds and or make any statements to clear the record on this matter.
  4. Do not communicate a plan for transition, stability, and transparency.

When an organization goes through a transition with public stakeholders, communication efforts should be ample and provide transparency. The lack of transparency is not good. I was talking to a friend about this organization and the situation, and they said to me the adage, “Where there is smoke, there’s fire.” My friend’s thoughts on the situation illustrated that with the lack of communication from the organization, there is a vacuum for information where stakeholders will be left to make their own conclusions, and that is not good. Reputational damage is being done in real time.

As a communications professional and an interested stakeholder, I find this painful to watch. The point that I am trying to make is that communication is powerful and, when done strategically, makes the difference in building trust and protecting an organization’s reputation. I understand that this organization may not be able to communicate specific details, but the lack of communication as a whole lends stakeholders to feel that the organization is intentionally vague out of wrongdoing or guilt. In my conversation with my friend, I asked what led them to believe that there was alleged wrong-doing in this situation, and they remarked to me, “They’re just not telling us enough, and the way in which things have been communicated doesn’t help matters, it all just feels like a sloppy mess.” I could not fault my friend’s assessment of the situation; the communication, what has gone out publicly, has been sloppy from a strategic point of view.

Communicating ad-hoc to the general public when your organization is heavily public-facing and requires trust at the highest levels from your stakeholders is a bad situation. I hope that this organization realizes what is happening before the reputational damage gets any worse, and if they don’t know how to communicate what is happening within their organization, they seek help from a communications professional immediately.

Examples such as this one can be found easily in business or anywhere where there is public interest within a community. I also want to make clear that I am not criticizing this organization; I am simply using it as a teachable moment. Reader, if you take only one thing away from this post today, take this: communication is key! Don’t leave your stakeholders to come to their own conclusions about the inner workings of your organization; it never ends well. Trust me on this one!

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The Pitfalls of Relying on AI for PR: A Cautionary Tale

Crisis Communications, Marketing, Media Relations, PR Hot Take, Public Relations, Reputation /

This past year, I sat on a national roundtable discussing using artificial intelligence in communications practice with fellow public relations professionals through the Public Relations Society of America. The discussion focused on the pros and cons of PR professionals embracing this exciting new technology. While I personally believe that the communications professionals who master the use of AI will be more successful in the long run, I do fully recognize that there are dire and potentially catastrophic consequences for organizations relying solely on AI for their communication needs.  

As a public relations professional, I believe that the emergence of AI is a lot like the early days of social media. Companies and individuals who mastered social media early on came out much further ahead in the long run. The truth is, like social media, AI is not going anywhere.

With that being said, AI is not the silver bullet for effective public relations, and its pitfalls are far too dangerous to be ignored. If your PR plan for 2024 is to rely solely on AI, I strongly suggest you think again. Here are the following ways that AI falls disastrously short when it comes to PR.

The Lack of Emotional Intelligence

One of the fundamental flaws in relying on AI for PR is its inherent inability to understand human emotions. PR is not just about disseminating information; it’s about connecting with audiences emotionally. The best PR pros know how to read a room, and AI lacks the capacity to comprehend the nuances of human emotion, making it ill-equipped to navigate delicate situations that require empathy, understanding, and a human touch. Press releases, crisis management, and brand reputation are all areas where emotional intelligence plays a pivotal role, something AI sorely lacks. The real danger here is that once a blog post, press release, or social media statement is published, it lives online forever.

The Absence of Reason and Context:

AI operates on algorithms and patterns devoid of genuine reasoning abilities. It cannot grasp the subtleties of context and interpret the intricacies of human interactions. Effective PR involves:

  • Making judgment calls.
  • Adapting strategies based on real-time feedback.
  • Understanding the broader context of industry trends and public sentiment.

Relying solely on AI strips away the critical thinking necessary for strategic decision-making in the PR realm.

The Risk of Misinterpretation and Miscommunication:

AI, despite its advancements, remains susceptible to misinterpreting data and context. It may not discern sarcasm, humor, or the underlying tone in communications. This inherent limitation can lead to disastrous consequences in PR, where a misinterpreted message can quickly escalate into a full-blown crisis. Human intuition and discernment are essential in navigating the complex landscape of public perception – aspects that AI simply cannot replicate.

The Danger of Bias and Unintended Consequences:

AI systems are trained on historical data, which may contain biases that inadvertently perpetuate stereotypes and misconceptions. In the PR world, where reputation is everything, the unintended consequences of biased AI could tarnish a brand’s image irreparably. Human oversight and ethical considerations are vital in ensuring PR strategies do not inadvertently contribute to a negative narrative or exacerbate existing biases.

The Importance of Human Touch:

While AI can undoubtedly assist in data analysis and automation of routine tasks, it cannot replace human PR professionals’ creativity, intuition, and personal touch. Building relationships, understanding cultural nuances, and responding to dynamic situations require a level of adaptability and finesse that AI simply cannot replicate.

In conclusion, while AI has its merits and can be valuable in the PR toolkit, relying solely on it poses significant and irrevocable risks. The lack of emotional intelligence and reasoning abilities and the potential for biased outcomes make it a precarious choice for the delicate nature of public relations. When used responsibly and with significant human intervention, AI can be a powerful, time-saving, thought-provoking tool and one that everyone should take the time to learn how to master.

At South Shore PR, we firmly believe that the human touch, with its capacity for empathy, nuanced understanding, and strategic thinking, remains irreplaceable in navigating the intricacies of the ever-evolving PR landscape.

Full Disclosure: 

This article was written using AI software for creation and editing. That said, I went back through the article AI created and edited it heavily, using the initial article more as a framework. I share this fact to show how AI should be used. Had any statistical data been shared, I would’ve sought out alternate sources to verify and cite them in this article. The point is AI should never be fully trusted when speaking publicly for your brand. 

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PR Hot Take: The PR Business Solutions AI Can’t Provide

Crisis Communications, Marketing, PR Hot Take, Public Relations, Reputation, Thought Leadership /

Automated intelligence, or A.I., is a hot topic at the moment, and for good reason, it is revolutionizing the job landscape and our global economy. Right now, a shift is happening in the job market, where this innovation is replacing skilled professionals because some believe this technology solves many issues in today’s workforce. While this may be true in some aspects, I firmly believe that there will, in time, be a reckoning as companies learn what solutions A.I. cannot provide that a skilled human being can and should do for a company.

Despite this shift, I am in support of the use of A.I. when combined with a skilled PR professional. An experienced public relations professional who engages A.I. has the ability to work more efficiently, be more adaptable, and provide more comprehensive solutions for clients and the companies we serve. However, A.I. cannot and should not be any company’s primary solution to communications needs. Not only will there be communication gaps that leave customers confused or disengaged, an AI-only approach has the potential to severely damage a company’s reputation.

Here are the top five things that A.I. cannot do in public relations work:

Knowing Subtleties and Nuances:

A friend and fellow P.R. professional recounted a story to me last week that perfectly illustrates why having a human at the helm of a company’s P.R. efforts is a good idea. My friend was given a news release to distribute on behalf of the company. This release was about a new marketing campaign. The campaign was clever and edgy, but it had one serious flaw, the main topic of the campaign was based on a very sensitive subject. My friend knew that if they’d distributed the release, the potential reputational damage to their company would have been catastrophic.

My friend’s knowledge of the current news cycle and the sensitivity around the topic in the release would not have the company’s intended outcome of communicating their campaign positively. Had the company used A.I. to generate and distribute the release, the potential reputational damage would have been long-lasting and cost the company money. My friend’s knowledge of the news landscape and the subtleties around the issues in the release saved the company. A computer will do as it is told. A human can reason, use common sense, and understand subtleties and nuances where a computer cannot.

Create lasting sentiment:

Public relations aims to create a positive image for a company or person. This positive image creates customer loyalty and increased business. Many A.I. platforms advertise their ability to create brand marketing. But actual brand creation and marketing is about building customer loyalty. I believe it takes a deeper understanding of the particular business, the community and industry the business operates in, and the behavior of its current and ideal customers to thrive. People are complex, and there is no one size fits all solution to creating a long-lasting sentiment that builds brand loyalty. Even the best-planned campaigns can have a hiccup or, worse, accidentally alienate a segment of your customer group. A skilled P.R. and marketing professional will have the foreknowledge to see and avoid these potential issues or be prepared to smooth things over when they’re encountered.

Build dynamic and resilient relationships:

Business is built on relationships, and so is skilled P.R. work. The relationships that this agency has built with our vast press network are something that no computer can imitate. Public relations professionals partner with media outlets, creating long-lasting and resilient relationships. These relationships set a skilled P.R. professional apart from A.I. Early in my career, it was the relationships that I built that saved me a time or two. Over the years, I’ve been able to return the favor to media contacts and in return. In building these relationships, not only do I have a great working relationship, but I know which story to bring to which outlet. Over time, as I’ve built these relationships, I’ve learned the preferences of my media contacts, which ensures excellent coverage that is mutually beneficial to all parties. A computer cannot possess the skills needed to create dynamic working relationships that guarantee quality coverage. Human-to-human conversations, humility, understanding, and support make a genuine working relationship.

Speak to your customers in your voice:

Every business has a voice; it is part of the uniqueness that makes it what it is. Understanding your company’s voice is critical to reaching your desired customer base. One might argue that you can prompt A.I. to create content in your company’s voice. I can honestly say I’ve read some decent examples, but most read like a computer has written them. When a company’s tone, cadence, and language usage change drastically, it can alienate customers. I fear that many companies are learning this vital lesson right now. Most people don’t want to talk to a computer; they want to talk to a person.

There is a content shift happening at the moment where companies are embracing the content put out by A.I. instead of a human author, and suddenly, the social media posts don’t have that same feel. The marketing materials look and sound a little different. This shift in tone and language may be subtle, but your customers will notice. A skilled P.R. professional won’t erase your company’s voice; our job is to enhance it so you can truly speak to your customers.

Fix a Crisis:

A skilled P.R. professional can help you avoid a full-blown P.R. crisis in most cases. A.I. simply does what it is prompted to do and does not have the interpersonal skills or the ability to “read the room” to instruct a company on how to avoid reputational damage. Furthermore, when a company finds itself in the middle of a crisis situation, a P.R. professional has a professional “toolkit” to help repair the damage. This “toolkit” includes learned skills, a deep knowledge of an industry, stakeholder’s needs, and the ability to be agile in the situation. There are complexities and nuances in these moments that I believe a computer will never be able to replicate. I’ve had extensive experience guiding companies through crises and rebuilding reputations. I can honestly say that no two crisis situations are the same; my ability to be agile and listen to the ever-changing needs of stakeholders in those situations has allowed me to be successful.

In Closing:

At this point in time, there are some aspects of P.R. that A.I. cannot do, where a human at the helm is needed. I strongly caution companies from relying solely on A.I. solutions for business communications. Language is complex, and so are humans, and when we rely on machine intelligence, there is a large margin for unintentional error. Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” In the five minutes it would take to have A.I. write and distribute a press release or put out a social media post, blog post, or other business communication without human oversight, I fear that companies are going to learn from Mr. Buffet’s wise words.

Photo by Massimo Botturi on Unsplash

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