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Muck Rack’s third State of AI in PR report indicates that 75% of PR professionals are currently integrating generative AI into their daily operations, a figure that is nearly three times greater than it was just a year ago.
This change signals that AI is becoming more important in many areas, such as improving content, writing manuscripts, coming up with new ideas, and carrying out study. According to the study, 93% of people who use AI say it speeds up their work and 78% say it makes their work better.
In spite of this, there are difficulties associated with such rapid adoption.
The over-reliance on AI tools, particularly among newcomers who might skip learning foundational PR principles, is a significant concern raised by PR professionals. Most of the people who answered are worried that new people will use AI output without doing enough research first, which could hurt the creativity and originality of the business.
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Additionally, 57% of public relations professionals are employing paid AI services, suggesting a transition to more sophisticated tools. Yet, only 38% of companies have reported having established clear guidelines on AI use, and many still lack formal training programs—leaving many PR teams without proper direction on best practices.
Generative AI’s potential is undeniable, despite these hazards. It improves productivity, streamlines research, and simplifies content creation.
Nevertheless, the potential devaluation of human content creators, plagiarism, and authenticity are all valid concerns that arise as AI’s capabilities expand.
There is a disagreement among PR professionals regarding the extent to which they should disclose their use of AI, with agencies being more transparent than corporations.
Public relations workers need to be careful not to break the rules of ethics that make their job what it is while also taking advantage of the benefits of generative AI.
Leaders in public relations must be wary that AI, despite its productivity-boosting potential, could stifle innovation, creativity, and the importance of human communication skills.
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