June 12, 2024
More PR Professionals Feel Recognized
New research suggests public relations continues to evolve rapidly while gaining more recognition. According to Muck Rack’s 2024 State of PR Report, nearly 90% of PR professionals feel their organization’s leadership understands their work. As employers and executives increasingly value strong communicators, PR pros have more opportunities to showcase skills. New findings also suggest more communicators are prioritizing AI adoption, with 44% saying incorporating new tools is critical for success, up from 31% a year ago.
As the industry changes, so do preferred platforms. Muck Rack’s research found significant numbers of PR professionals abandoning X (formerly Twitter) for LinkedIn—61% planned to increase their use of the business networking site. In addition to disbanding its content moderation teams, new reports indicate X is distancing itself further from good communications—the social media company’s sole PR employee has resigned.
AI Companies Draw More Scrutiny as Tech Advances
The AI industry is under increasing scrutiny as U.S. regulators ramp up investigations into major players like OpenAI, Microsoft, and Nvidia. The FTC and DOJ are probing potential antitrust violations, signaling increased skepticism of the rapidly advancing sector. New regulation reflects growing concerns about AI as confidence in the emerging sector has declined. To counter regulatory efforts, tech companies have formed a new coalition called Chamber of Progress—a trade group defending AI and its role in business and society.
Amidst this regulatory backdrop, Apple is carving its own path in the AI landscape. The tech giant recently unveiled its generative AI offering, Apple Intelligence. The technology will be implemented into Apple devices and operating systems later this year. In addition, Apple’s partnership with OpenAI will add ChatGPT functionality to Siri, allowing for image and text generation.
PR Pros Can Take Steps to Counter Misinformation
AI and advertisers are spreading misinformation at a prolific pace. New research from Stanford suggests digital advertisers frequently and unknowingly advance misinformation through automated ad systems. Since these systems prioritize reach and engagement over quality, ads are often placed on sites that spread misinformation. More local news sites are relying on AI for story generation at the expense of authentic bylines and human authors.
With increasing misinformation campaigns and communications, PR professionals have a unique role in setting the record straight. Ensuring clear messaging, fact-checking, and keeping a solid crisis plan in place are just a few of the strategies communicators can use to keep misinformation at bay.
Sequence Summaries: PR Progress, AI Antitrust, and Misinformation Menace
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