Exploring the Impact of AI in PR and Journalism: Insights from our recent roundtable breakfast
On Tuesday we gathered experts to discuss the profound influence of artificial intelligence (AI) on public relations (PR), journalism, and visual communication. Moderated by our own Sam Brown, the event featured insightful discussions and demonstrations on the role of AI in shaping content creation, crisis management, and ethical considerations. Huge thanks to Stuart Bruce from Purposeful Relations, Karyn Fleeting from Reach PLC and AI artist Duncan Thomsen for joining us and sharing their knowledge.
Below we delve into some key highlights from the event, but you can also rewatch the full discussion HERE.
AI in PR and Journalism
The discussion opened with the practical applications of AI in PR and journalism. Karyn highlighted the automation of routine tasks such as research, media monitoring, and audience insights, emphasising the need to balance automation with human expertise. Stuart delved into the role of AI in personalising content and pitching strategies, while exploring the intersection of AI and PR innovation.
Karyn discussed AI’s transformative impact on data-driven reporting and investigative journalism. The conversation also touched on the benefits and challenges of incorporating AI tools into journalistic practices, with a keen focus on maintaining editorial integrity and accuracy. Stuart provided insights into the implications of AI advancements for PR professionals, highlighting the importance of adapting to evolving media landscapes.
AI's Influence on Creative Ideas
Duncan's captivating artwork served as a backdrop to explore AI's influence on creative ideation and visual communication. The panel discussed the potential of AI to contribute to creative processes traditionally driven by human intuition and imagination. The conversation also delved into the implications of AI-generated content for PR and journalism, sparking thought-provoking reflections on consumer perceptions and engagement.
Enhancing Visual Storytelling with AI
The panel examined how AI enhances visual storytelling in PR and news media, with Karyn shedding light on its role in generating compelling images. Stuart explored AI's efficiency in content creation, particularly in generating visually engaging materials. Duncan raised ethical considerations surrounding the use of AI to manipulate and analyse images, prompting discussions on transparency and accountability.
AI in Crisis Management
The serious side of AI deployment was explored, particularly in crisis management scenarios. Stuart elaborated on AI's role in sentiment analysis and real-time monitoring during crises, citing examples of successful AI-driven strategies. The discussion underscored the importance of leveraging AI technologies to detect and respond to emerging news and trends effectively.
Ethical Considerations in AI
Ethical considerations took centre stage, with Karyn sharing insights into Reach's comprehensive AI policy. The panel delved into the ethical implications of bias in AI algorithms for PR and journalism, advocating for transparency and trust-building measures. Discussions also revolved around addressing privacy concerns related to AI data collection and usage, highlighting the need for robust ethical frameworks.
Future of AI in PR and Journalism
As the event drew to a close, the panelists pondered the future of AI-driven PR and journalism. They identified key skills and knowledge areas essential for success in the AI-driven landscape while acknowledging adoption barriers and emerging trends. The conversation concluded with optimistic predictions for the continued evolution of AI in PR, journalism, and visual communications, underlining the transformative potential of responsible AI deployment.
We have more great events in the pipeline - If you’d like to be included on the invite please email victoria.obrien@72point.com.
A Night Of Sky High Thinking
Unveiling the tapestry of consumer trust, corporate social responsibility and economic realities
This week, we had the pleasure of hosting clients from top organisations such as BA, Wickes, Readdle and Smart Energy GB. Alongside a delicious dinner and some fantastic views, there was insightful conversation around our latest consumer insights we generated with OnePoll (our research arm of 72Point). You can find my top takeaways below:
Trust in the Age of AI
Artificial Intelligence (AI) has swiftly transitioned from a futuristic concept to an omnipresent force in our lives. However, alongside its proliferation comes a growing concern over trust. Recent surveys indicate a notable shift in public perception, particularly concerning image manipulation. As consumers become more tech-savvy, they are increasingly aware of AI's capabilities and limitations in altering reality.
Yet, amidst this understanding, trust issues loom large, worsened by the misuse of AI as a marketing buzzword. Companies using AI without transparency risk eroding consumer trust. The misrepresentation of AI's capabilities not only undermines credibility but also alienates consumers who feel misled. Brands bear a responsibility to educate customers about AI's reality.
Strategies such as providing educational resources and engaging in open dialogue empower consumers, fostering a sense of partnership rather than patronage.
Embracing Genuine Corporate Social Responsibility
Corporate Social Responsibility (CSR) has transcended mere philanthropy to become a cornerstone of brand identity. Recent insights underscore the growing importance of genuine action in CSR efforts. Consumers demand more than lip service; they seek tangible evidence of brands' commitment to social and environmental causes.
Clear CSR initiatives wield significant influence over consumer perceptions. Brands that prioritise authenticity in their CSR endeavors not only enhance their reputation but also cultivate loyalty among consumers. Award-winning PR campaigns often hinge on purpose-led, CSR-focused initiatives, underscoring the symbiotic relationship between brand belief and societal impact.
Sustainability lies at the heart of contemporary CSR initiatives, yet navigating this terrain is fraught with complexity. Consumers discern between genuine sustainability efforts and superficial gestures, gravitating towards brands that demonstrate a sincere commitment to environmental stewardship. Brands must transcend mere box-ticking exercises, embracing sustainability as a core ethos rather than a fleeting trend.
Consumer attitudes towards CSR initiatives are nuanced, shaped by socioeconomic factors such as the cost of living. Despite financial constraints, consumers increasingly prioritise brands that align with their values, underscoring the pivotal role of CSR in purchasing decisions. Brands can bridge the gap between aspiration and reality by making CSR efforts tangible and relatable, fostering meaningful connections with local communities.
Navigating Economic Realities and Sustainable Choices
In the realm of consumer economics, sustainability appears as a pivotal consideration. Motivated by environmental concerns, individuals grapple with the complexities of balancing social good with financial constraints. While sustainability is a compelling factor in buying decisions, economic realities often dictate choices.
The allure of cheaper products presents a formidable challenge to brands striving to incorporate sustainability into their offerings. Consumers weigh the tangible benefits of cost savings against the intangible allure of sustainability, posing a conundrum for businesses looking to effect change.
In conclusion, the interplay between trust, CSR, and economic considerations shapes the contemporary consumer landscape. Brands that navigate these dynamics with integrity and foresight stand poised to not only survive but thrive in an ever-evolving marketplace. By fostering trust, embracing genuine CSR initiatives, and navigating economic realities, brands can forge meaningful connections with consumers, transcending transactional relationships to cultivate lasting loyalty.
This was the first in a series of executive dinners we’ll be hosting throughout the year. If you’d like to join me at the next one, drop me a line at james.coleman@72point.com.