Tag Archives: AI and Big Data Readiness Report – Assessing the Public Relations Profession’s Preparedness for an AI Future

Public relations practitioners and artificial intelligence (AI)

A December 2, 2021 news item on phys.org sheds light on an AI topic new to me,

A new research report from the Chartered Institute of Public Relations’ AIinPR Panel, which has been co-authored by the University’s [of Huddersfield] Emeritus Professor of Corporate Communication Anne Gregory, has found that practitioners see the huge potential that artificial intelligence (AI) and Big Data offers the profession but possess limited knowledge on technical aspects of both.

A December ?, 2021 University of Huddersfield press release (also on the Chartered Institute of Public Relations [CIPR] website but dated November 23, 2021), which originated the news item, offers a summary of the report’s results,

The ‘AI and Big Data Readiness Report – Assessing the Public Relations Profession’s Preparedness for an AI Future’ research provides an overview of current AI understanding and preparedness within public relations and outlines how the profession should equip itself to exploit the potential and guard against the possible dangers of AI. 

“We need to get a strategic grip and determine for ourselves what our enhanced role and contribution can be in the organisations we serve. Otherwise, others will make the decision for us and it won’t be in our favour. This Report serves as the wake-up call.” [said] Professor Anne Gregory

It finds a significant number of PR practitioners have limited knowledge of AI and lack confidence in using it (43.2%), compared with only a small number who feel “very comfortable” (13.9%). However, practitioners are optimistic and have an eagerness to learn. Their challenge is they do not know what they need to know and they don’t know where to start. 

The report finds: 

41.5% of respondents claim to understand what AI as a technology means but do not consider themselves technical

Over one in three (38.9%) PR practitioners feel ‘excited’ about AI compared to just 3.9% who feel ‘overwhelmed’

30% of practitioners are familiar with AI technology but don’t feel confident to apply their knowledge to their role

One in five practitioners (20.7%) feel very comfortable using data and analytics in their role compared to just 8.2% of those who feel the same about AI

Around one in five practitioners are familiar with the relevance of both AI and Big Data on the communication profession

It would have been nice if the authors had included a little more detail about the previous research so as to better understand this report’s results.

As for the ‘AI and Big Data Readiness Report – Assessing the Public Relations Profession’s Preparedness for an AI Future’ report itself, I wish the authors had delved further into what the “41.5% of respondents claim to understand …” actually do understand about AI technology.

One last note, I was glad to see that the topic of ethics was also included in the survey.