The Chartered Institute of Public Relations analyzed how AI is being used in the public relations field and how it impacts practitioners’ work.
An online survey of 329 public relations and communications professionals was conducted from December 2022 to March 2023, supplemented by a qualitative study with 59 respondents.
Key findings include:
1.) 40% of tasks performed by public relations professionals are now assisted by AI tools.
— Respondents who used AI tools said the tools enabled them to be between 15% to 25% more productive.
2.) 39% of practitioners claimed to understand the ethical implications of AI use.
3.) 56% of PR professionals across the globe believed they are “extremely competent” or “competent” in their use of communications technology.
4.) Time efficiency (88%) and cost efficiency (66%) were seen as the two main benefits of using communications technology.
5.) Most likely areas for increased investments were data and analytics (60%), content creation (53%), and AI (39%).
Find the original research here.