AI in Public Relations: Navigating the New Frontier of Public Opinion

In an age of rapid digital transformation, the emergence of AI technologies like ChatGPT has revolutionized the way we interact with media and information, providing both unprecedented opportunities and significant challenges for PR and brand strategy businesses. This transformation is not just about the adoption of new tools but about mastering the cognitive revolution to positively shape public opinion.

As Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors, I have witnessed the growing concern about AI’s potential to manipulate public opinion through sophisticated methods such as social media platforms, media channels and the spread of fake news. A recent survey by the Pew Research Center found that over half of Americans are more worried than excited about the increased use of AI, underscoring the importance of businesses engaging with these technologies thoughtfully and ethically.

The crux of the problem lies not only in AI’s capabilities, but in how companies choose to utilize it. The potential of AI to shape brand awareness and strategy is enormous, offering the ability to analyze vast amounts of data, identify trends and tailor communications in ways previously unthinkable. However, the ethical considerations and impact on public opinion cannot be overlooked. The onus is on companies to ensure that AI is used to enhance human capabilities, not replace them, and to maintain transparency and integrity in all communications.

By adopting a contrarian approach to PR, Chief Marketing Officers (CMOs) can break free from the confines of conventional, often uninspiring PR campaigns by leveraging controversy and current headlines to their advantage. Here’s how CMOs can master this unconventional methodology to increase brand awareness and educate the market:

1. Study Controversial Headlines: Delve into controversial news articles and debates and analyze why they capture the public’s attention. This understanding can help create messages that stand out and capture audience attention amidst a sea of ​​mundane content.
2. Insert Company Expertise: Find opportunities to weave your company’s expertise into ongoing controversial discussions. This strategy not only raises your brand’s visibility but positions it as a thought leader challenging the status quo.
3. Leveraging Controversy Wisely: Learning to navigate and leverage controversy requires a delicate balance. It’s about arousing interest and debate without alienating your target group. The goal is to provoke thought and engagement, leading to a deeper conversation where your brand can contribute valuable insights.
4. Change the narrative: Instead of following existing narratives, look for opportunities to shift the conversation in a way that highlights your company’s unique perspective or solutions. By doing so, you can redefine the terms of the debate and steer public opinion in a direction that favors your brand.
5. Embrace Risk Responsibly: Venturing into controversial territory carries risks. It is important for CMOs to carefully assess the potential impact and ensure that their approach aligns with the brand’s values ​​and mission. Responsible handling of controversy means being prepared to deal with setbacks and turn it into an opportunity for open dialogue and engagement.
6. Monitor and Adapt: ​​Keep an eye on public reaction to your brand’s involvement in controversial discussions. Be ready to adapt your strategy based on feedback, and make sure your efforts remain relevant and respect the diverse perspectives of your audience.
7. Leverage social media dynamically: Social media platforms are ideal for engaging in real-time controversies and discussions. Use these platforms to inject your brand’s voice into trending topics, using a mix of humor, insight and provocation to spark engagement. And don’t just insert your story – lead campaigns with your story, use influencers to maximize engagement and increase eyeballs on your feeds and content.
8. Educate through engagement: Use the attention of controversial engagement as a platform to educate your audience about your brand’s values, expertise and solutions. This approach not only increases brand awareness but also builds a community of informed advocates.

By adopting these contrarian strategies, CMOs can transcend traditional PR boundaries, capitalizing on controversy and current headlines to create compelling, thought-provoking campaigns that drive top-of-mind awareness and position their brands as bold, innovative thought leaders.

Technology meets humanities
To truly harness the power of media and construct a dominant narrative, companies must delve into understanding the algorithms that govern the visibility and distribution of content across platforms.

Media channels, including social media networks and search engines, operate on a foundation of algorithms designed to capture and retain audience attention through a consistent cadence of content delivery. By analyzing and identifying the minimum and maximum cadence thresholds that sustain momentum, organizations can strategically align their PR efforts to match or exceed these frequencies.

This approach not only ensures sustainable visibility but also provides a structured framework within which to effectively apply contrarian and innovative PR strategies. Mastering this balance between understanding media algorithms and injecting unique, even controversial stories allows a company to create a compelling, self-sustaining story that resonates, challenges the status quo, and establishes its authority in the public conversation.

This knowledge is critical in today’s AI-driven landscape, enabling companies to leverage algorithmic tendencies to their advantage, ensuring their message not only reaches their target audience but engages them consistently, building a formidable brand narrative.

In addition, the commitment to maintain a human-centered approach in the face of technological advancement is paramount. While AI can provide powerful tools to analyze data and automate tasks, the core of PR – building trust, credibility and genuine connections with audiences – remains inherently human. Emphasizing transparency, ethics and the value of human insight in any AI-powered initiative is critical to building and maintaining public trust.

In summary, the emergence of AI in PR and communication means challenges and opportunities. By embracing AI with a strategic, informed and ethical approach, companies can leverage this technology to enhance their brand strategy and public engagement.

The future of PR lies in balancing the innovative technologically advanced capabilities of AI with the timeless principles of our humanities: trust, transparency and human connection. As we navigate this new frontier, the goal is not only to adapt to the changing landscape but to aggressively shape it in a way that benefits everyone.

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ABOUT THE AUTHOR

Carla Jo Helmschief evangelist and anti-PR strategist for JOTO PR Disruptors™

She learned firsthand how unforgiving business can be when millions of dollars are at stake—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. As a crisis management alumna, Karla Jo has worked with trial lawyers, private investigators and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally about PR, how the PR industry itself has lost its way and how companies in the right hands can harness the power of anti-PR to drive markets and influence market perception. Follow Karla Jo Helms on LinkedIn.