{"id":16987,"date":"2018-01-12T00:00:00","date_gmt":"2018-01-11T23:00:00","guid":{"rendered":"https:\/\/www.soundpr.it\/post_news\/blade-runner-nelle-pr-domande-essenziali-sullai\/"},"modified":"2019-09-24T13:02:47","modified_gmt":"2019-09-24T11:02:47","slug":"blade-runner-nelle-pr-domande-essenziali-sullai","status":"publish","type":"post","link":"https:\/\/www.soundpr.it\/en\/consigli-e-tendenze\/blade-runner-nelle-pr-domande-essenziali-sullai\/","title":{"rendered":"AI for PR: questions we must immediately address"},"content":{"rendered":"

Guest post<\/a>\u00a0by Kathleen Reynolds of CooperKatz<\/a>, our Public Relations Global Network (PRGN<\/a>) partner in New York City.<\/span><\/p>\n

I know why AI is a \u201cbuzzword.\u201d If you\u2019re in public relations and you drank every time you heard a client or colleague say \u201cAI,\u201d you\u2019d be more than buzzed. Before 10:00 a.m.<\/p>\n

We participated in a webinar hosted by the\u00a0PR Council,<\/a>\u00a0\u201cAI: Friend or Foe.\u201d Call it whatever you want but know this: AI is here and it\u2019s a macrotrend as big as the dawn of the Internet or electricity, according to\u00a0Scott Varland<\/a>, SVP of Marketing Innovation at M Booth and his colleagues in the discussion.<\/span><\/p>\n

At CooperKatz, it\u2019s affecting almost every one of the industries our clients are in and it also has major implications for the way we do our jobs as PR pros. I\u2019ve sat in countless meetings to learn about AI services for clients and thought, \u201cWow, that\u2019s going to make the field so much more efficient and allow the practitioners to focus on more strategic work.\u201d But inevitably, as I think about my own profession and my own value as a person, there\u2019s some cognitive dissonance and, honestly, a little \u201cBlade Runner\u201d angst. As humans and professionals, we are full of proprietary, emotional, unique, irreplaceable, creative, \u201cintelligent\u201d insights. So I can\u2019t help but think (mostly in jest): Robots and software, keep your virtual digits off our damn lunch.<\/span><\/p>\n

We should take comfort in the fact that dystopian fears are a step on this journey.\u00a0Garry Kasparov<\/a>, who knows a thing or two about the man vs. machine dynamic (or better put, the man and machine relationship), acknowledges that fear is part of the evolution for any field grappling with how machine learning and humans interact. I have some fears about my boss being an AI or a machine. Or my children befriending them. But both are predicted to become realities. So instead of living in fear, let\u2019s unleash what we do best in PR \u2013 our innate and, for now, uniquely human abilities to be creative and strategic with new business realities. That starts with some questions, many of them raised on the PR Council\u2019s discussion.<\/span><\/p>\n