How is the PR trade changing in the age of artificial intelligence, fake news and online manipulation? That was the main question at the 2024 Worldcom Public Relations Group EMEA Meeting in Amsterdam last week.
Our five main takeaways:
- With increasing data capabilities, AI assistants are rapidly transforming into AI copilots – with AI autopilots already on the horizon. Artificial Intelligence is taking on more complex tasks by the minute, revolutionizing content generation, automatic responses and audience understanding. By 2025, AI is predicted to generate up to 90 percent of all online content. It will not be long until the technology will also deliver intelligent insights, relevant recommendations as well as full-on campaign planning.
- DThe rise of AI will not diminish the role of PR experts. But it will change our profession irrevocably. As communicators, it will be our task to…
… provide relevant context and tacid knowledge,
… show awareness of other AI agent activities and human actions,
… define end goals, key objectives and what success actually means,
… infuse empathy, challenge AI ethically and eradicate bias,
… give direction – when to start, when to stop and restart communication activities. - With ever-changing (social) media channels and increased content creation capabilities comes increased personalization. Emerging filter bubbles lead to polarization, segmentation and audience fragmentation. There is no more “one size fits all” – and no direct way to get a message across to everyone. That requires a constant willingness to learn as well as a deep understanding of the relevant tools. So, whoever is not using AI already should start now. Immediately.
- Strategies for dealing with the issue of misinformation and disinformation across the media landscape are in high demand. To provide some context: In the U.S., there are now more fake news websites than actual local news sites. Harmful practices like rage farming are on the rise – a trend where influencers target corporations with disinformation, with McDonalds and Anheuser-Busch being recent examples. In these instances, reputations were deliberately harmed and negative perceptions shaped without proper cause or reason. And the hard truth is: We cannot control what is posted online. But as PR professionals, we can help our clients to be more resilient.
- In today’s rapid media world, public relations are not a service that categorizes as “nice-to-have”. PR delivers business-led solutions that create sales opportunities and tap new target groups. PR protects companies from loss of reputation and profit slumps. It builds resilience and encourages sustainable growth.
After three days with 45 PR professionals from Europe, Africa, the Middle East and the United States, one thing is clear: The public relations landscape is evolving at an astonishing pace – prepare for a wild ride. This field, though demanding, is now shaping the business world more significantly than ever before.
The good news: Worldcom has 115 offices in 105 cities, over 4.000 clients, and over 2.000 accomplished PR professionals on its global teams. That offers our clients incredible insight and unique resources. We are happy to help your business grow. Just give us a call!
