At the 8th Women in PR Summit Ghana 2024, one of the sessions titled “The Intersection of Ethical Artificial Intelligence (AI) and Public Relations (PR): Exploring How AI is Transforming the PR Landscape,” delivered by Baaba Cofie, Managing Director of Mahogany Consult, peaked my interest. This discussion highlighted that AI is no longer a futuristic concept but an integral part of various business practices, including medicine, engineering, finance, marketing, manufacturing, and notably, public relations. AI has permeated numerous aspects of PR, from data analytics and visualization to sentiment analysis, automated content creation, and media monitoring. Its usage empowers PR teams to glean actionable insights, predict trends, and craft targeted messaging proactively and strategically.

Companies such as Coca-Cola and IBM have integrated AI into their PR strategies, leveraging data analytics to gain insights into consumer behavior and preferences. This data-driven approach allows them to design more effective communication strategies and measure the impact of their PR efforts with greater accuracy. However, as PR practitioners embrace the power of AI, it is essential to consider ethical practices in its use, particularly regarding transparency, bias, and data privacy. The ethical implications of AI in PR demand careful consideration and proactive measures to ensure responsible usage and uphold public trust.

Ethical AI Practices in PR

As PR practitioners, we should know that we are ethical stewards of AI technology and play a crucial role in ensuring that AI is used responsibly and transparently, fostering trust and accountability within the profession. The motto of the Institute of Public Relations (IPR), “Image is everything,” should reflect in the usage of AI to ensure that the image of our organizations remains untarnished.

AI systems often require access to vast amounts of personal data, raising questions about how this data is collected, stored, and used. We must ensure transparency about our data practices and comply with relevant regulations, such as the Data Protection Act, 2012 (Act 843), which sets out the rules and principles governing the collection, use, disclosure, and care for personal data to protect consumer privacy.

Another ethical issue is the potential for bias in AI algorithms. If the data input into an AI system is biased, the outputs generated by these systems can perpetuate and even worsen existing biases, leading to unfair representation and potentially damaging a company’s reputation.

The transparency of AI in decision-making processes is also crucial. PR professionals should be able to explain how AI systems reach their conclusions, ensuring that stakeholders understand the rationale behind AI-driven actions. This transparency builds trust and accountability, essential for maintaining positive relationships with the public. Full disclosure of AI use within an organization is essential to develop an ethical framework that maintains transparency.

Balancing AI and Human Touch

Despite AI’s rapid development, we as PR practitioners have the unique ability to create novel stories and engage audiences with a human touch. AI cannot replicate the emotional connection and nuanced understanding that human interactions bring to creating compelling and engaging content.
We have direct access to our audiences, allowing us to generate firsthand data, communicate in diverse ways, and observe audience responses. AI models cannot control these human aspects. PR practitioners must be mindful of the information fed to AI chatbots and double-check the information they produce to mitigate any reputational risks.

Final Thoughts

As we look to the future, it is clear that AI will continue to play a crucial role in shaping how brands communicate with their audiences. By embracing AI, we can stay ahead of trends and respond to audience needs more effectively and proactively. However, it is essential to remember that AI serves as a supportive tool rather than a replacement. The human touch remains irreplaceable in crafting meaningful and emotionally resonant stories. By balancing AI’s capabilities with ethical practices and human creativity, PR practitioners can harness the full potential of AI while maintaining trust and authenticity in their communications.

The writer; Ann Adjasah, is a Communications & PR Professional, a Member of IPR and Women in PR Ghana.

Connect with her on LinkedIn: Ann Adjasah