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N23792012 Request a sample copy of DPR at sagepub.com. Applying AI in Public Relations While AI brings promising applications and opportunities to the public relations (PR) field, there are some notable challenges. The chart below aligns chapters of Karen Freberg's Discovering Public Relations (DPR), Second Edition to the opportunities and challenges associated with applying AI to specific PR activities. Use this tool in your course to spark classroom conversations enriched by the greater detail provided within the text. Component of AI Application to PR Opportunities Challenges DPR Chapter PRSA Code of Ethics • Application to PR • Press releases • Fact sheets • Social media reports • Reports • Message strategies Generative AI Writing • Time saving tool • Creative and new approaches for writing messages • Enhanced productivity • Reduced costs for writing tasks • Intellectual property concerns • Replacements of positions and jobs in the copywriting field • Loss of human touch • Honesty in using tools for writing purposes • Advocacy of AI education and training for PR • Fairness in not inputting client information for writing content • Expertise in leading application, discussion, and research in writing 1, 7, 3 • Social media posts • Social media content • Branding concepts • Proof of concepts Generative AI Creative • Opportunity for those who do not have the skills for creative tools to have the ability to express their ideas to the world • Enhanced productivity • Reduced costs for creative tools and tasks • Intellectual property concerns • Replacements of positions and jobs in the copywriting field • Loss of human touch • Unification of creativity • Honesty in using tools for content creative purposes • Advocacy of AI education and training for PR • Fairness in not inputting client information for creative content • Expertise in leading application, discussion, and research in content creation and legal ramification 1, 3, 6, 7, 10 • Memos • Emails • Blog posts • Email newsletters • Statements (press, crisis, etc) • Social media updates • Proposals • Reports Editing • Time saving tools • Automation of tasks for writing and video content creation • Reduced costs for editing tasks • Overreliance editing and formatting tools • Honesty in using tools for editing • Advocacy of using AI tools for professional activities with proper training, education, and expertise 3, 7, 10, 11 • Concepts for campaigns • Copy for content (paid, earned, shared, and owned) Brainstorming • Fresh ideas for projects and initiatives in PR • Faster generation of concepts and ideas • Bias and discrimination of the content being produced • Honesty in using AI tools for editing • Expertise in advocating for experience in AI that is warranted and appropriate 3, 4, 7, 8 • Assist in analyzing data for insights, client reports, and proposals Research • Faster research reports and results • Prioritized data going in • Automation of tasks for research analysis • Better measurement and reporting • Manipulation of data • Data privacy concerns • Bias and discrimination of data • Use of data • Data storage • Advocacy of using AI tools for ethical and professional application and • Expertise in sharing our knowledge about use and application of AI tools in PR 1, 3, 5, 13 • Perform sentiment analysis for content being published across communication channels Media Monitoring / Reporting • Automation of tasks to focus on other aspects of media monitoring • More time spent on strategic analysis and insights from reporting • Lack of transparency in data reporting • Honesty in using AI tools for reporting for transparency purposes for clients • Fairness in disclosing AI tools for clients in media monitoring practices • Expertise in advocating for media monitoring experience in AI that is warranted and appropriate 3, 5, 13 Chapter 14 (Careers) and 16 (The Future) also discuss the skills, experiences, and future direction of where PR professionals need to go to accomplish these AI tasks for the future of the profession.

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