Public relations is about people connecting with people. If you add artificial intelligence in the equation, then it just won't add up. Instincts, emotions and relationships drive great PR, meaning we (the humans) will always have an edge over AI.

Authenticity matters

Have you ever read something and wondered, ‘Did AI write this?’ If so, your instinct is probably correct - AI did write it.

People can sense when something feels like a machine has written it and will automatically switch off. Whether you’re telling the story of a start-up, releasing a new product or managing a crisis, the human touch communicates nuances that make a story real, authentic and credible.

Technology’s great, but it’s not your storyteller.

Relationships are everything

Maybe AI’s given you a passable story, but if you can’t get it published, it doesn’t matter. Who you pitch your story to and how you pitch it matters. Success in our industry is down to relationships and trust, which take time to nurture. And if you burn a journalist with an AI-generated story you didn’t declare, you can kiss that relationship goodbye.

While AI might help you get out of a writing rut, it can’t hop on the phone to a journalist or understand subtle cues in conversation. 

EI vs AI

If you’ve ever faced a crisis within your organisation, you know there’s no substitute for human judgement. While AI can help analyse sentiment, it can’t help manage the delicate nature of an apology or anticipate where a fast-paced story will go next. Humans make mistakes, so humans need to front up in a crisis, and this is where EI – emotional intelligence – will always trump AI.

'Flow' is a human superpower

AI is excellent for crunching data, kickstarting drafts, and pulling together resources, but when it comes to ‘flow,’ it’s a sacred state only humans can reach. Good flow is crucial to good storytelling; creativity, intuition, and strategic thinking can’t be programmed.

AI can be a great assistant - but keep it as an assistant

AI has a role in PR, especially when automating manual processes, editing, brainstorming ideas, and performing basic tasks.

Humans are intelligent (after all, why sweat the small stuff?), and using AI can save precious time and creative energy. This means we can do what we do best: come up with and craft the most thoughtful, creative and engaging stories that resonate with your audience - because you can’t tell human stories without humans.

*** Disclaimer: AI was used to help brainstorm ideas and edit this fabulous article that a human wrote!