As Meta and Microsoft’s answer to ChatGPT, Llama 2, arrives, Make Honey’s Mark Terry-Lush looks at how an expanding slate of artificial intelligence tools is already reshaping PR.

With the launch of Llama 2, the Meta x Microsoft rival to Google Bard and ChatGPT, the nascent generative artificial intelligence race has exploded. As technology accelerates transformative changes across all industries, public relations is no exception.

The advent of AI language models and chatbots reshapes the traditional approach to PR, offering unprecedented opportunities and agency challenges in equal measure. Let’s explore how AI is influencing the PR landscape, the future skills required, and what leaders of agencies must know to stay ahead in the game.

Reshaping the traditional approach to PR

AI is revolutionizing the PR industry by automating tasks and offering data-driven insights. AI-powered tools can efficiently analyze vast amounts of data, monitor media trends, and perform sentiment analysis across various platforms. This enables public relations officers (PROs) to gain valuable insights into audience behavior and preferences, allowing for more targeted comms strategies.

This can improve ideation and content creation, while chatbots and virtual assistants transform customer interactions, improve response times, and streamline crisis management. Such advancements empower agencies to be more proactive in managing their clients’ reputations, ensuring real-time engagement with audiences.

The future skills PR agencies will need

As AI becomes integral to PR operations, PROs must adapt and develop new skill sets to thrive in the AI-led landscape. While creativity and relationship-building remain essential, consultants will increasingly need to be data-savvy. Understanding how to interpret AI-generated data and turning it into actionable insights will be crucial.

Proficiency in leveraging AI tools and technologies will become a valuable talent asset, allowing agencies to stay competitive. Familiarity with chatbot programming, AI-driven media monitoring platforms, and natural language processing will be essential for campaign management.

Adopting a forward-thinking mindset is vital as AI will continually evolve. PROs must embrace new tech and learn how to integrate it into their thinking and campaigns.

Staying ahead of the game: what PR agency leaders need to know

Agency leaders must recognize that AI is not a replacement for human creativity and intuition, but a tool to enhance their efforts. By embracing AI, leaders can streamline operations, improve productivity, and deliver more accurate and data-driven results to their clients.

To stay ahead of competitors, leaders should invest in Llama, Bard, and ChatGPT and the multitude of associated tools and platforms that align with their clients’ needs. Integrating AI into every aspect of campaigns will enable agencies to offer services that resonate with a social-first audience.

Educating and upskilling employees: preparing for an AI-led PR program

To prepare clients for an AI-led PR program, leaders must communicate the benefits and potential of AI. Clients need to understand that AI will enable faster data analysis, more precise targeting, and better crisis management, leading to enhanced brand reputation and improved ROI.

We must assure clients that while AI will augment PR strategies, the human touch will remain at the core of the agency’s work. Creativity, empathy, and strategic thinking will continue to drive successful PR campaigns, with AI providing data-led support.

Combining creativity with AI insights

AI is already revolutionizing the PR industry, transforming how agencies operate and serve clients. As PROs embrace Llama, Bard, ChatGPT (and image generators like Dall-E), they must also upskill to leverage their full potential.

Only by combining human creativity with AI-driven insights and content creation can agencies stay ahead of the competition and deliver results for their clients. Embracing AI is not just about staying relevant; it’s about shaping the future of PR before the traditional consultancy model is well and truly dead.