The newly released Global CommTech Report 2024 reveals a stark reality for the public relations (PR) industry: while there is widespread recognition that artificial intelligence (AI) represents the greatest challenge facing the sector today, many organisations are not adequately prepared to meet this challenge.
This year's report, published by Purposeful Relations, indicates that while almost half of communication professionals acknowledge AI skills as essential, there remains a concerning gap in understanding its full potential beyond basic applications. The report suggests that many practitioners primarily focus on straightforward tasks, such as content creation and data analysis. However, there is a lack of appreciation for the more advanced capabilities of AI, particularly in areas such as insight generation, strategic planning, and ethical governance.
The survey highlights that 60% of respondents currently operate without a formal AI policy, and only 43% have received any AI training. This deficit in both policy and education risks leaving the industry behind, similar to previous technological shifts like search engine optimization and social media.
“Don’t Let AI Be Misunderstood” is a key theme of the report, which states that misconceptions about AI's capabilities hinder the industry's ability to leverage its strengths effectively. “AI isn’t a replacement for human endeavor, but a superpower that can enhance the capabilities of communication professionals,” the report asserts, illustrating this point with AI-generated superhero imagery.
Key Findings from the Report:
• Investment in AI: AI is seen as both a top investment priority and the primary area for training, yet many PR professionals are hesitant to adopt it fully.
• Misunderstanding of AI's Impact: Over 60% of respondents expect AI to primarily benefit consumer marketing communications, underestimating its potential contributions to crisis management and public affairs.
• AI Policies and Training: There is an urgent need for organizations to establish governance frameworks on AI usage to build a responsible and ethical approach, particularly as 54% of practitioners express concerns about legal and copyright issues.
A Call to Action
The report features a rallying cry for PR professionals to “Catch Up, Keep Up, Get Ahead” in the rapidly evolving landscape. It emphasizes that the industry must embrace AI not only as a strategic tool for enhancing operations but also as a leadership opportunity to guide ethical AI use.
Anne Gregory, a noted expert in corporate communication, highlights the necessity for PR teams to integrate technology and understand its broader implications on society. “Public relations professionals must not shy away from the complex questions associated with AI adoption—what biases exist in these systems? What are the implications for privacy?” she remarked in her commentary featured in the report.
The report’s authors, Stuart Bruce and Tim Bailey, stress that doing nothing is not an option. “We need to embrace AI, but within a framework that prioritizes ethics and the value derived from responsible AI implementations.”
As the Global CommTech Report 2024 illustrates, the PR industry stands at a crossroads with AI technology. With urgent action and strategic leadership, practitioners can harness AI's capabilities to enhance their work while safeguarding ethical considerations that are paramount in maintaining public trust.
