Expert Mode: Navigating the Evolving PR Landscape in the Age of AI
This article was based on the interview with Jeff Hahn, Principal at Hahn Agency and author of Breaking Bad News by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The public relations landscape is in constant flux, a dynamic environment further accelerated by the advent of widespread adoption of artificial intelligence. For enterprise marketing leaders, understanding the ethical considerations, opportunities, and evolving dynamics of PR in the age of artificial inteligence (AI) is paramount. AI presents both immense potential and significant challenges, demanding careful navigation and a willingness to adapt. As marketing leaders, we must be prepared to harness AI’s power responsibly while mitigating its potential risks. This involves addressing ethical concerns, identifying key opportunities, and adapting to the ever-changing media landscape.
In a recent conversation, Jeff Hahn, Principal at Hahn Agency and author of Breaking Bad News, shared his insights on navigating this evolving landscape. Hahn’s expertise in crisis communication offers a valuable perspective on how AI is transforming PR and what it means for brands today. His insights illuminate the path forward for marketing leaders seeking to leverage AI effectively while upholding ethical standards and safeguarding brand reputation. Let’s delve into some key takeaways from the interview.
Ethical Considerations in AI-Driven Communication
One of the most pressing concerns surrounding AI in PR is the potential for misuse and ethical breaches. Hahn highlighted three key ethical considerations that brands must address: human mimicking and deception, privacy and data ethics, and sustainability. Regarding transparency, he emphasized the importance of disclosing AI involvement in PR activities, stating, “It’s important… that we’re transparent and we disclose that we are using AI…in order to set down a platform of trust.” This underscores the crucial role of trust in maintaining positive brand perception. Hahn’s perspective reminds marketing leaders that while AI can enhance communication efforts, ethical considerations must remain at the forefront.
Crisis Prediction and Simulation: A Game-Changer for PR
While the ethical implications of AI warrant careful consideration, the technology also presents significant opportunities for PR professionals. Hahn believes that crisis prediction and simulation are among the most promising applications of AI in PR. He noted, “The big opportunity for brands is a switch from rapid response to anticipating potential crises and then burning that risk down through the built scenarios and simulations.” This proactive approach empowers brands to identify and mitigate risks before they escalate into full-blown crises. By leveraging AI’s predictive capabilities, PR teams can move from reactive crisis management to proactive risk mitigation, significantly strengthening brand resilience.
The Evolving Metrics of Influencer Marketing
Influencer marketing has become an integral part of many brands’ PR strategies. However, traditional metrics like follower count and engagement rates may no longer suffice in evaluating influencer partnerships. Hahn suggested a shift towards outcome-based metrics, particularly “earned media crossover.” He elaborated, “The questions behind that idea…are these: did the influencer help the brand make news and did the influencer help the brand build trust?” This approach focuses on the tangible impact of influencer campaigns, emphasizing the value of building trust and generating positive media coverage. By prioritizing trust-building and news generation, brands can leverage influencer partnerships to navigate the low-trust era and strengthen their credibility.
Agility in a Fragmented Media Landscape
The media landscape has become increasingly fragmented, with the decline of traditional media outlets and the rise of decentralized platforms like podcasts. Hahn emphasized the importance of real-time analytics in this environment, noting that “the days of a weekly report, monthly report, quarterly report, forget it. We’ve got to move into a real time analytics environment.” This shift demands that PR practitioners develop new skills and adapt to the rapid pace of information dissemination. The ability to monitor and analyze data in real-time is becoming essential for effective PR management in today’s fast-paced media world.
The integration of AI into PR presents both challenges and opportunities. By addressing ethical considerations, embracing AI-driven crisis prediction, and adapting to the evolving media landscape, marketing leaders can harness the power of AI to strengthen brand reputation and navigate the complexities of modern PR. As Hahn’s insights suggest, agility and adaptability are key in this dynamic environment.
The ability to learn, iterate, and embrace new technologies will be crucial for success. While AI is undeniably transforming the PR landscape, the core principles of trust, transparency, and ethical conduct remain paramount. As marketing leaders, we must navigate this evolving terrain responsibly, using AI to enhance our strategies while upholding the values that underpin effective and ethical communication.
