From Potential to Progress: 8 Tips for Integrating AI into PR

By Jeff Beringer, Chief AI Officer

After nearly two years of buzz about AI's potential to transform PR, practitioners are moving beyond exploring its possibilities. They're increasingly focused on applying AI within their teams and across their organizations to achieve what's been elusive so far: better work and heightened results.

This was the resounding theme at last week's "AI Deciphered" summit in New York, organized by Haymarket Media. Across two dozen panel discussions, it's clear that progress is finally being made to turn AI potential into PR progress.

We were proud to partner with our client, Grubhub, to share lessons from our recent collaboration to integrate AI across a spectrum of PR activities supporting the brand. In just a few months, we leaned on AI to support research and planning tasks; creative and content production; media relations and influencer engagement; measurement and much more. Together, Grubhub and Golin tested more than 25 different AI technologies and new techniques over the course of the brand's recent "Special Delivery" campaign, and we learned a lot about what it takes to integrate AI safely, swiftly, and effectively.

So, how are teams transitioning from merely discussing AI to actually integrating it into daily work? Based on Golin's AI journey and client partnerships, here are 8 tips for PR practitioners ready to embrace AI:

Tip 1. Invest as much (or more) in change management and communication as you do in AI tools and technology.

Investments in change management and transparent communication are crucial for driving AI adoption and achieving efficacy. AI can be intimidating for some team members who may fear its impact on their roles or feel they don't yet fully understand it. Effective change management creates a comfort level that fosters experimentation, growth, and ultimately, adoption.

Without addressing these concerns and creating an environment where people feel safe to learn and experiment, even the most advanced AI tools will sit unused. Communication plays a vital role in demystifying AI, alleviating fears, and helping team members see the potential benefits for their work and career growth.

You Might:

• Develop a change management plan that includes regular updates, two-way dialogue channels, and addresses concerns head-on. This applies whether you're leading an in-house team or an agency.
• Create safe spaces for team members to voice their concerns about AI. Address these fears openly and honestly, providing clear information about how AI will be used and its intended benefits.
• Host a series of 'AI familiarization' sessions where team members can explore AI tools in a low-pressure environment, asking questions and seeing practical applications relevant to their work.
• Share success stories from early adopters within your team or industry peers, highlighting how AI has enhanced their work rather than replaced their skills.
• Establish a mentorship program pairing AI-enthusiastic team members with those who are more hesitant, fostering peer-to-peer learning and support.

By prioritizing change management and open communication, you create an environment where team members feel supported in their AI journey, leading to greater comfort, experimentation, and ultimately, widespread adoption.

Tip 2. Emphasize how AI augments human capabilities rather than replacing them.

When humans and AI collaborate, they consistently achieve better results than when either works alone. We've discovered that Intelligence Augmentation (IA) - the symbiosis of human expertise and AI capabilities - is far more effective at delivering meaningful results than attempting to automate entire roles or processes.

You Might: Identify areas in your workflows where AI can enhance human decision-making and creativity. Communicate these opportunities to your team, highlighting how AI will make their work more impactful, not obsolete.

Tip 3. Recognize that AI usage actually sharpens skills and accelerates career progression.

It's a common misconception that AI will dull the skills of PR practitioners by doing work they would have done manually in the past, which helped them learn their craft. Our experience shows the opposite is true. People at all levels who embrace AI to assist their work actually sharpen their skills and progress faster in their roles and careers.

You Might: Share success stories of team members who have leveraged AI to enhance their skill sets and take on more strategic roles. Help your team see AI as a powerful tool for professional development - because it is!

Tip 4. Recognize that every PR professional is at a different stage in their AI journey and tailor your approach accordingly.

Whether you're working in-house or at an agency, it's crucial to meet team members where they are in their AI learning and adoption journey. Provide AI training opportunities that are contextual and integrated into their daily work.

You Might: Conduct an AI readiness assessment of your team. Use the results to design tailored learning pathways that align with individual roles and current skill levels.

Tip 5. Integrate AI tools and new techniques into real campaigns and work to provide context and build skills faster.

In our work with clients like Grubhub, we've found that learning opportunities arise naturally when we integrate AI into actual campaign work. This approach provides immediate context and helps build skills faster than theoretical training alone.

You Might: Identify an upcoming project or campaign where you can integrate AI tools and techniques. Consider the spectrum of activities from research and planning, to creative and content, to engagement across media, social and influencer. And even campaign measurement. Use this as a learning opportunity for your team, encouraging experimentation and reflection.

Tip 6. Cultivate an environment that embraces ongoing learning and experimentation with AI.

The integration of AI into PR isn't a one-time project-it's an ongoing journey of innovation and refinement. Your strategy should foster a culture of continuous learning and experimentation.

You Might: Establish "AI Labs" or regular hackathons where team members can experiment with new AI tools and techniques in a low-stakes environment. Encourage sharing of learnings across your team and the broader organization.

Tip 7. Demonstrate your own commitment to AI integration through active participation and transparent communication.

Whether you're a C-suite executive or a team leader, your active involvement in AI integration sends a powerful message. When leaders demonstrate their willingness to learn and adapt, it inspires the entire organization.

You Might: Schedule regular "AI Office Hours" where leaders discuss their own experiences with AI tools and invite questions from team members. Be open about both successes and challenges.

Tip 8. Look beyond efficiency metrics to measure the true impact of AI integration.

While time and cost savings are important, the success of your AI transformation should be measured by more than just financial metrics. Consider the broader impact on your team and the quality of your work.

You Might: Develop a balanced scorecard for your AI integration efforts. Include metrics such as employee engagement with AI tools, time spent on high-value activities, improvements in work quality, and employee or client satisfaction.

AI makes humans better, and humans make AI better. Together, they elevate the quality and impact of PR work. While we're still in the early days of AI integration in our craft and there's much more to learn, these tips are already making a difference at Golin and help us derive tangible value from AI.

We're headed towards a future where AI and human ingenuity work hand in hand to redefine what's possible in public relations. Let's seize this opportunity, reshaping our teams, our organizations and industry for the better and delivering enhanced outcomes for the important stakeholders we serve.

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