What happens when clients object to or even demand that “AI” not be used in their PR engagements? Clients may not understand the many types of AI and have concerns ranging from authenticity and quality control to data privacy and perceived value compared to human-only work.
Being informed and transparent about AI’s capabilities and limitations in strategic communications will give you a competitive advantage and build trust with colleagues and clients. Here are the critical steps:
Addressing Concerns with Transparency
- Start by demonstrating how AI works in your PR processes—which tasks are automated versus those that require human expertise.
- Use specific examples that demonstrate how AI tools improve efficiency (media monitoring, data analysis) while preserving critical human elements, such as strategic thinking, relationship building and creative ideation.
- Be transparent about your approach to AI usage and how it delivers more efficient results while maintaining brand authenticity.
- Share your AI policy and assure your clients that your employees adhere to that policy.
Demonstrating Value Through Results
- Show how AI integration creates tangible benefits, such as faster response times during crises, more comprehensive media monitoring, or the ability to identify emerging trends.
- Suggest starting with small pilot projects that showcase AI’s capabilities while creating minimal risk for the client.
- Share anonymized success stories from other clients who have had similar objections but later embraced AI-enhanced approaches after seeing the results.
Building Future Focused Trust
- Show how AI allows your team to spend more time on high-value strategic work instead of repetitive tasks. Use specific examples wherever possible.
- Commit to ongoing education (internally and with the client), a collaborative approach to implementation, and dedication to using technology responsibly to augment—never replace—human expertise and creativity.
Additional Resources
Ethical Guidelines for Public Relations Professionals in the Digital Age
Overcoming Resistance to AI Adoption: Change Management Best Practices
Industry Perspectives: How AI is Changing the Way Professional Services Firms Operate