Prema Sagar is Founding Principal of Genesis Public Relations
Embracing Technology with AI and VR Innovations
Let me start by stating the obvious: data analytics and technologies like AI and AR/VR have transformed public relations and communications. AI tools are streamlining workflows and analysing vast amounts of data to identify trends and predict audience behaviour. Generative AI has made creative content sharper, better and faster. Data analytics empower us to measure the impact of our efforts with unprecedented precision. We can now go beyond vanity metrics and demonstrate our PR activities’ true return on investment. At WPP, we are privileged to have access to the latest and the very best technology solutions.
However, technology is just one instrument in the PR orchestra. While AI excels at crunching numbers and identifying patterns, it lacks the emotional intelligence fundamental to effective communication. I think public relations is, at its core, a human endeavour. The ability to understand context, navigate nuance, and connect with people on an emotional level – these are skills that AI simply cannot replicate. I am returning to my first brush with PR at The Park Hotel. No amount of AI could have given people the experiences that events like ‘Going Public at the Park’ and ‘Theatre at the Park’ gave. And it is this experience that converted into footfalls and increased occupancy at the hotel.
Similarly, the power to navigate a crisis with grace lies in human judgment. AI can analyse historical data on similar situations, but it cannot anticipate the nuances of a specific situation or the emotional undercurrents at play. A seasoned public relations professional, with their understanding of the media—including digital media—landscape and their ability to think strategically under pressure, can guide a company through a crisis with its reputation intact.
The fundamentals of storytelling also remain timeless. Crafting a compelling narrative that resonates with an audience requires human creativity. AI may be able to generate text, but it cannot write a post that tugs at the heartstrings.
The future of PR lies in the marriage of human and technological expertise. AI and data will continue to streamline processes and provide valuable insights, but the human element – the storyteller, the strategist, the empathetic communicator – will always be irreplaceable. The future PR professional will be a hybrid – someone who can leverage the power of technology while staying grounded in the core principles of reputation management.
It is important to embrace technology with open arms, harness these new tools, hone our data literacy. But we can never forget the power of human connection – the ability to understand, empathise, and build trust. This, combined with the power of technology, will be the winning formula for PR success in the years to come.
Read more about their journey and thoughts in the book Surge. Get a copy at bit.ly/surgethebook