We’re facing an AI content explosion of epic proportions.
I’ve written extensively about AI and communications in the last decade. Now that AI is on everyone’s radar, I’m not writing much about it. Why? With so many articles being pushed out daily, I haven’t felt the need to add much hype unless I’ve got a perspective worth adding.
Hence, I do have a brief insight to share:
If your organisation has a habit of producing mediocre corporate content, utilising AI tools to help you produce mediocre content isn’t much for your public relations.
Here we go:
The AI Content Explosion
As we venture further into the era of artificial intelligence, the growth of corporate content is inevitable. One significant example of AI’s impact on content creation is the increasing use of natural language processing (NLP) algorithms. These algorithms enable businesses to generate large volumes of written content in a fraction of the time it would take a human writer.
From product descriptions and marketing materials to news articles and social media posts, AI-powered content generation tools rapidly stream content production and allow companies to maintain a consistent presence across multiple platforms.
We can also expect a rise in chatbots and virtual assistants. By utilizing chatbots on websites, social media platforms, and messaging apps, companies can engage with their audience around the clock, answering queries and offering tailored recommendations. This wealth of interaction data is then used to create targeted content that resonates with customers, further enhancing the user experience and fostering brand loyalty.
By predicting the most effective topics, formats, and channels for content distribution, AI empowers companies to create a more engaging and impactful presence in the digital space. As a result, the rise of AI is fueling an artificial content explosion that is increasingly sophisticated, personalised, and data-driven.
PR Must Focus on High-Quality Content
So, we can expect an artificial content explosion in the PR industry. This presents a significant challenge for organisations looking to stand out from the crowd and make an impact with their messaging.
The sheer volume of AI-generated content being produced means that it will become increasingly difficult for companies to differentiate themselves and capture the attention of their target audience. This is especially true in industries where many organisations are vying for attention. 1Højris Bæk, D. (2023, January 11). Google is not against AI generated content and text any longer. Seo.ai. https://seo.ai/blog/google-is-not-against-ai-content
Organisations must create high-quality, unique content that resonates with their audience to succeed in this crowded landscape.
Read also: The Reykjavik Press Release — ChatGPT
Zag When Everyone is Zigging
Public relations is a zigzag. When everyone is zigging, you’ll have to zag. You need to stand out or get drowned by the crowd.
The rise of AI-generated content presents both a challenge and an opportunity for PR organisations. By focusing on quality over quantity and maintaining a human touch in their communications, organizations can stand out from the crowd and make a real impact with their messaging.
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PR Resource: The AI Revolution
The AI Revolution: Transforming Public Relations
There are several ways in which artificial intelligence (AI) is likely to impact the public relations (PR) industry. Some potential examples include:
Overall, the impact of AI on the PR industry is likely to be significant, with the potential to revolutionise many aspects of how PR professionals work and interact with their audiences.
Read also: PR Beyond AI: A New Profession Emerging From the Rubble
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PR Resource: The Principle of Scarcity
Spin Academy | Online PR Courses
The Principle of Scarcity
The principle of scarcity is well-established in scientific literature. If something seems scarce, we anticipate our possible regret of failing to acquire the resource in time:
“In 2 experiments, a total of 200 female undergraduates rated the value and attractiveness of cookies that were either in abundant supply or scarce supply. […] Results indicate that (a) cookies in scarce supply were rated as more desirable than cookies in abundant supply; (b) cookies were rated as more valuable when their supply changed from abundant to scarce than when they were constantly scarce; and © cookies scarce because of high demand were rated higher than cookies that were scarce because of an accident.“
Source: Journal of Personality and Social Psychology 3Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906 – 914.
We are programmed for survival and will, therefore, a) overvalue items and services that are scarce and b) undervalue those plentifully. 4The behaviour is sometimes called FOMO (fear of missing out).
Creating artificial scarcity (by limiting availability) is a powerful PR strategy, but to avoid backfiring, the PR professional must refrain from framing the offer using untrue statements.
Learn more: The Power of Artificial Scarcity
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PR Resource: The Electronic Age
Spin Academy | Online PR Courses
The Electronic Age
Human culture is often described based on our access to production technologies (e.g., the Stone Age, the Bronze Age, and the Iron Age).
According to Marshall McLuhan and the Toronto School of Communication Theory, a better analysis would be to view societal development based on the prominence of emerging communications technologies.
McLuhan suggests dividing human civilisation into four epochs:
“The Gutenberg Galaxy is a landmark book that introduced the concept of the global village and established Marshall McLuhan as the original ‘media guru’, with more than 200,000 copies in print.”
Source: Modern Language Review 5McLuhan, M. (1963). The Gutenberg galaxy: the making of typographic man. Modern Language Review, 58, 542. https://doi.org/10.2307/3719923
As a PR professional and linguist, I subscribe to the concept of the Electronic Age. My belief is that society is unlikely to revert to the Gutenberg Galaxy.
Thus, digital-first is the way for public relations, too.
Read also: The Electronic Age and The End of the Gutenberg Galaxy
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PR Resource: Free Content PR Course
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Doctor Spin’s PR School: Free Content PR Course
Unlock your potential with this Free Content PR Course. Learn effective digital public relations strategies and elevate your career to new heights today.
Content Communications
Content Messaging
Content Structures
Content Strategies
Learn more: All Free PR Courses
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ANNOTATIONS
1 | Højris Bæk, D. (2023, January 11). Google is not against AI generated content and text any longer. Seo.ai. https://seo.ai/blog/google-is-not-against-ai-content |
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2 | Silfwer, J. (2023, March 20). AI & PR: Beware the Artificial Content Explosion. Doctor Spin | The PR Blog. https://doctorspin.net/artificial-content-explosion/ |
3 | Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906 – 914. |
4 | The behaviour is sometimes called FOMO (fear of missing out). |
5 | McLuhan, M. (1963). The Gutenberg galaxy: the making of typographic man. Modern Language Review, 58, 542. https://doi.org/10.2307/3719923 |