Nonetheless in its “wild west” section, it’s onerous to say how profoundly AI will impression the way forward for PR. We’re getting an thought of what we need it to do, however that’s based mostly on the place the wunderkind tech is true now as we hit the homestretch for the blurry 12 months of 2023. In consequence, the newly launched eighth version of the USC Annenberg Relevance Report gained’t be related for lengthy, predicts Fred Prepare dinner, director of the USC Heart for Public Relations. However at this time, it undoubtedly is.
This version of the Relevance Report is a set of forward-looking essays authored by PR leaders, lecturers, and college students concerning the use of AI as a software in public relations, company communications, and advertising. Essay examples from the report seem under.
“Everybody in communications is speaking about Synthetic Intelligence (AI),” writes Prepare dinner. “This was not the case in 2019 when the Heart for PR surveyed professionals and located solely 18 p.c thought that AI can be an essential a part of their future enterprise. In 2023, in a survey we developed with WE Communications, that quantity grew to 80 p.c. Six months later, AI is a subject at each convention, a debate at each company and the main focus of this report.”
From corporations which might be experimenting with its use, to college students who’re actively utilizing instruments to reinforce their creativity output, the report examines how communicators can incorporate AI into their on a regular basis work, whereas addressing moral and authorized points that accompany each new expertise, like cultural bias, misinformation, and job loss.
“This 12 months’s Relevance Report isn’t supposed to be a map for our AI journey. Proper now, nobody can precisely predict which highway our future will take,“ says Prepare dinner, in a information launch. “Consider it as an invite. Inviting you to enter an uncharted territory and discover its potentialities.”
Obtain the Relevance Report right here.
The USC Heart for Public Relations is predicated on the USC Annenberg College for Communication and Journalism.
