By Desirae Johnson, M.A.
It’s everywhere we look. Every time we receive a personalized recommendation on a streaming service, use a navigation app, or ask our phone’s voice assistant a question, it’s there.
That’s right: I’m talking about Generative AI.
From smart home devices and phone security facial recognition to online shopping and fraud detection, like it or not, AI has become a staple in our lives.
But it hasn’t stopped there.
Employers are now looking for professionals who know how to use AI tools effectively and ethically. Meaning, those who don’t jump on board are in danger of being left behind.
If you’ve been a late adopter of AI, don’t fret: There’s still time to learn.
To help you get up to speed, let’s define AI, take a quick look at some current uses of it in public relations and discuss how to effectively write prompts that get the best results.
AI 101
Artificial intelligence (AI) is a broad term that encompasses many theories and methods associated with getting machines to think and act like humans.
In the early years, AI required computer programming. It was only able to analyze existing content to make predications and perform tasks based on learned patterns. In fact, the first use of AI was a program that could beat a human in a game of chess.
Now, AI uses Large Language Models (LLM) to create interactions that simulate a real conversation. This process is called generative AI. Generative AI differs from other forms of AI because of its ability to make new content such as text, images, audio and video that, in many cases, looks like real life.
AI Applications in Public Relations
Public relations has always been on the cutting edge when it comes to new technology, and AI is no different. PR professionals use AI in a variety of ways to help streamline tasks. Some examples include the use of speech-to-text tools to take notes in client meetings and the use of AI for idea generation and brainstorming sessions.
AI can also help with media relations by connecting PR professionals to appropriate journalists, writing pitches and keeping track of media mentions of an organization.
For those of you in crisis comms, AI can even be used for environmental monitoring to gauge public sentiment so that problems can be identified before they become crises.
However, one of the more interesting uses of AI was mentioned in a recent Wall Street Journal article, Will AI Power the PR Industry or Create Endless Seas of Spam?, This piece referenced a GrubHub campaign that used facial recognition AI to analyze new mother’s responses to what foods they craved most after childbirth. Although respondents initially indicated that they desired sushi, AI determined that they really wanted cold cuts and sandwiches. GrubHub used that information to tweak its campaign to include more comfort foods. How cool is that?
Prompt Engineering
Although artificial intelligence is, well, intelligent, it still needs to be taught what you want. Whether you’re using ChatGPT, Gemini or Claude AI, developing effective AI prompts is both an art and a conversation.
At the start of using a new AI tool, remember that more is more. The more information you give AI, the better its response will be.
Start by telling it who it is and what it needs to do. Be as explicit as possible. Include relevant information and provide context. Don’t assume the AI knows anything. Think of it as a child who needs a detailed explanation on how to do a task for the first time.
And don’t be afraid to have a conversation. If the first result isn’t what you wanted, keep tweaking your request or provide more context until you do get what you want.
With time and continued use, the AI platform will get to know you and your expectations, and the results will keep getting better.
However, if you ever get stuck, there are prompt libraries available online to help you get started.
Ethical Considerations
Although the use of AI provides a lot of benefits to PR professionals, let me offer you a final word of caution: AI can lie.
It’s called an AI hallucination, and many companies have gotten into trouble by not heeding this warning and publishing AI generated content without human oversight. That’s why it’s always important to edit your work before sharing it widely with audiences.
But hallucinations aren’t the only things PR pros should be mindful of when considering the ethical implications of using any AI tool. In public relations, we also need to be aware of how an audience will react to the use of AI, even when AI has been used responsibly.
ModCloth was recently in hot water when its social media manager posted an AI generated photo of a birthday cake on the business’s social media page, prompting outrage from fans. And Coca-Cola received some negative feedback from it’s AI-generated “Holidays are Coming” advertisement. Both examples show that understanding our audience’s wants, needs and desires is still as important today as it ever was.
In the end, the key to effective and ethical use of AI is remembering that artificial intelligence should enhance our public relations efforts, not replace them. The most successful PR professionals will be the ones who learn how to combine this new technology with the human elements of empathy and critical thinking to enhance authentic storytelling and genuine human connection. Because, although the tools may have changed, relationships will always be at the heart of everything we do.
About Desirae Johnson, M.A.
Desirae Johnson is a Public Relations Lecturer at The University of Tennessee at Chattanooga, where she teaches courses including Public Relations Writing, Crisis Communication, Principles of Public Relations & Advertising and The Public Relations Campaign. She also serves as a faculty advisor for UTC’s Public Relations Student Society of America (PRSSA) chapter, is a co-coordinator of the Content Creators Arts & Sciences Residential Learning Community and is a co-director of UTC’s student-led public relations agency.
Desirae specializes in social media strategy, SEO and public relations theory research related to digital communication. Her research has been presented at several academic conferences including the International Public Relations Research Conference, the Social Media & Society Conference and the Southern States Communication Association.
She earned a Master of Arts in Integrated Global Communication and a Bachelor of Science in Communication from Kennesaw State University where she studied international public relations, strategic communication and sociology.