Artificial Intelligence

The use of artificial intelligence in public relations: possibilities and limitations

By Susanne Sothmann and Ursula Kafka

Artificial intelligence (AI) has become increasingly important in the dynamic world of public relations (PR) in recent years. It offers opportunities to increase efficiency and optimise processes. But despite these advances, the human factor remains indispensable in PR. Here, Kafka Kommunikation sheds light on the tasks that AI can take on and where its limits lie.

What AI can do in public relations

  1. data analysis and reporting: AI can analyse huge amounts of data in the shortest possible time and gain valuable insights from it. It helps to identify trends, measure sentiment and evaluate the effectiveness of campaigns. Automated reports provide fast and precise analyses that support decision-making.
  2. content creation and personalisation: Modern AI tools are able to generate texts based on specific parameters. This includes short press releases, blog posts and social media posts. Machine learning can even be used to tailor this content to different target groups, ensuring a high level of relevance and personalisation. However, we at Kafka Kommunikation also see limits here. If all journalists and PR colleagues have their texts created by AI, we will only end up with similar articles; we continue to rely on customised texts written by ourselves, which journalists are happy to adopt 1:1.
  3. media monitoring: AI-controlled monitoring systems continuously scan the internet and other media sources for mentions of a company or brand. They identify potential crises at an early stage and provide insights into public perception. We have all been familiar with these tools for many years. They are now even faster and more reliable - if they are "fed" correctly.
  4. automation of routine tasks: Many repetitive tasks, such as maintaining media distribution lists, sending out invitations or managing diaries, can be made more efficient with AI. This saves time and resources that we can put to better use elsewhere in the interests of our customers.

Where AI reaches its limits

  1. personal relationships: Building and maintaining long-term relationships with journalists and other stakeholders is essential in PR. These networks, which have grown over decades, are based on trust, personal interaction and human empathy - aspects that AI cannot replicate.
  2. creativity and storytelling: While AI can analyse data and generate content based on patterns, true creativity, innovative thinking and the ability to tell compelling stories remain the preserve of human PR professionals. These skills require a deep understanding of human psychology and cultural nuances.
  3. crisis communication: In crisis situations, quick, sensitive and often intuitive action is required. Human PR professionals can better assess the emotions and reactions of the public and respond appropriately. They have the sensitivity that is crucial in such moments.
  4. ethics and judgement: PR work often requires ethical decisions and careful consideration of the consequences. While AI algorithms are based on predetermined rules, they lack moral judgement and the ability to solve ethical dilemmas. This is where Kafka Kommunikation works according to the familiar PR codes.

Conclusion

Artificial intelligence is a tool that can change parts of public relations by increasing efficiency and precision. However, despite all the technological advances, the human factor remains at the heart of successful PR work. The unique combination of technology and human expertise enables us to develop customised strategies and maintain authentic relationships - and this will not change in the future. We advise our clients on the use of AI tools and remain at the forefront of developments in this area.