AI will have greater impact on PR and marketing than the Internet

by Sheelagh Caygill9 months ago

Join host Sheelagh Caygill as she explores the obvious - and less obvious - trends and influences in communications, PR, and marketing. Also explored are writing and upping your game as a creator of prose. In this essential listen, she interviews senior comms pros and thought leaders to reveal insights you can incorporate into your work.

While you’re here, listen to our podcast interview with Jean Valin on AI in PR and marketing.

AI will have greater impact than Internet

Kerry Sheehan, Artificial Intelligence in PR Vice-Chair with the CIPR, says she believes that artificial intelligence (AI) will have a greater impact on PR and communications profession and the world than the Internet did.

“The Internet provided a new channel to reach and understand. AI is going to provide insights that are not knowable today. It raises societal issues that the Internet barely surfaced. It’s exciting but also something that requires thought and discussion within our profession and society itself
~ Kerry Sheehan

AI will soon be a significant force impacting organisations, corporations, and brands across every industry. It is set to drive significant changes in campaigns, branding, and storytelling.

From image recognition to data-driven news articles, AI is changing the way we carry out communications.

Artificial intelligence raises challenging questions; demands more from PR and marketing

AI is becoming more prevalent and therefore is raising questions of potential, power, and ethics, with major implications for business and society. It is demanding a more elevated role for communications and marketing.

“Not since the Internet has our industry faced an opportunity of such magnitude: one that will enable us to shape perception in radically new ways and influence the impact of new technologies on the lives of people around the world.
Kerry Sheehan

This requires a solid understanding of the technology. This includes the people behind it, the algorithms at play, the integrity of the data, and the potential uses and misuses.

Read the full interview with Kerry Sheehan on Communicateinfluence’com’s Patreon page

This exclusive interview with Kerry can be found on our Patreon page at patreon.com/communicateinfluence. She speaks about:

Comms and marketing must have a full understanding of this new technology and the people behind it
Communication leaders should step up as artificial intelligence reshapes relationships with business, government, customers, clients and citizens
Practitioners need to examine AI tools, because many are not true AI, and only offer automation
AI tools can free up time to do what professionals do best: developing compelling brand narratives and content.

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PR pro Kerry Sheehan

Kerry Sheehan is an public relations strategist. Kerry is a Chartered PR and CIPR Fellow. She’s also a nominated member on two of its committees and member of its UK #AIinPR panel, looking into the implications and opportunities of artificial intelligence in PR to guide members and the industry. You can find Kerry on LinkedIn.

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