10 Questions
What does most of marketing and communications analytics today lack?
Artificial intelligence and machine learning
What is the primary challenge to the development of AI in the communications profession?
The profession's failure to develop linear and non-linear regression analytics
What is the main limitation of AI in PR and communications applications?
Limited to basic targeting
Who is the PR research pioneer who worked with Fullintel and Texas A&M University to test the ability of an AI system to identify crises and recommend responses?
Katie Paine
What is the primary focus of the case study presented by Katie Paine?
Testing the ability of AI to identify crises
According to Professor W.Timothy Coombs, what type of crisis requires a very different response?
Preventable crises
What is the primary challenge identified by Professor W.Timothy Coombs and Elina R.Tachkova in their research?
Lack of research on preventable crises
What was the outcome of Katie Paine's challenge to media measurement vendors?
They created an AI system that could identify crises and recommend responses
What is the main benefit of using AI in crisis communication?
Improved accuracy in crisis identification
What is the primary goal of the research presented by Katie Paine and Professor W.Timothy Coombs?
To identify the most effective crisis response strategies
Study Notes
Public Relations in the Modern Era
- Public relations must take a position on sensitive moral and ethical issues, such as racism and sexism, and prioritize societal well-being.
- The future of PR depends on combining technology with human attributes, like interpretive analysis, actionable insights, and strategic guidance.
The Role of Technology in Public Relations
- Technology enables efficient execution and consistency, but human analysis and insights are necessary for "right time" decision-making.
- Public relations has always embraced technology, from the early use of cave paintings to modern forms like email, streaming video, and social media.
The Importance of Data in Public Relations
- Public relations has always been a "social science" that relies on scientific methods to build theories and persuade audiences.
- Edward Bernays, considered the "father of public relations," used surveys to make a better case for his clients' positions and products.
- Data has been used in public relations for over 100 years, from tabulating print clip volumes to calculating digital circulation and social media followers.
Artificial Intelligence and Machine Learning in Public Relations
- Artificial intelligence (AI) promises to do tasks more efficiently and mimic human intelligence, but its potential is still being explored and understood.
- Machine learning is a form of AI that develops computer systems that absorb information and evolve based on experience.
- Common applications of machine learning include medical diagnoses, self-driving cars, and investment fund management.
- The full potential of AI confronts industries and companies to consider certain obstacles, such as understanding the technology's capabilities, required skills, and funding requirements.
The Future of Public Relations and Artificial Intelligence
- Public relations must evolve to incorporate AI and machine learning, but the profession has done little to develop these solutions.
- Until the profession commits to developing AI solutions, it will remain more aspirational than practical for most PR and communications applications.
- One example of AI applied to corporate communications is a case study on identifying crises and recommending responses, which showed high accuracy and effective response recommendation.
This quiz explores the key elements shaping public relations today, including technology, data, and insights, and how companies must take a stance on sensitive moral and ethical issues.
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