BusinessDay: Redefining PR: leadership in a tech-driven era

By Johan Steyn & Shenanda Janse van Rensburg, 2 October 2024

Published by BusinessDay: https://www.businesslive.co.za/bd/opinion/2024-10-02-johan-steyn-and-shenanda-janse-van-rensburg-redefining-pr-leadership-in-a-tech-driven-era/

Over the past two decades the field of public relations (PR) and communications has been transformed by rapid technological advances and evolving media consumption habits.

The rise of the internet and social media has reshaped the industry, enabling real-time global communication and direct engagement with audiences. These changes have fundamentally altered how PR professionals approach their work, making the field more dynamic, immediate and integrated with broader marketing and communication strategies.

At the core of this transformation is the integration of artificial intelligence (AI), data analytics and digital tools, which have redefined how PR campaigns are measured, messages are tailored and public sentiment is tracked. These technological advancements have undeniably improved efficiency and precision in communication.

Yet they also bring important questions to the fore: how will AI shape the future of PR? What is the evolving role of the chief communications officer in an AI-driven world? Will AI one day replace the human leadership that has long been essential to successful PR?

As organisations navigate a future in which technology and human expertise must work together, it is crucial to understand the balance between these forces. The role of the chief communications officer, far from being diminished by technological progress, is more critical than ever. Human judgment, creativity and ethical oversight remain irreplaceable in ensuring that AI supports, rather than supplants, the core functions of strategic leadership. This equilibrium between technological potential and human insight will be the defining factor in the future of PR, where human connection remains at the heart of effective communication.

The introduction of data analytics has empowered PR professionals to measure campaign impact with greater accuracy, personalise messages to specific audiences and monitor public sentiment in real time. Content production has also evolved beyond traditional press releases, incorporating diverse formats that engage consumers across multiple platforms. This shift has made communication more immediate, but it has also increased the demand for sophisticated crisis management strategies. In today’s fast-paced digital environment organisations must deploy both proactive and reactive approaches to mitigate reputational risks effectively.

Despite the technological advancements that are reshaping PR and communications, the role of the chief communications officer remains indispensable. While AI and digital tools can enhance decision-making and streamline operations, they cannot replicate the uniquely human aspects of the role. The chief communications officer’s core responsibilities — strategic leadership, ethical oversight and fostering human connection — remain within the domain of human expertise.

A key aspect of the chief communications officer’s role is managing a company’s reputation, crisis communication and brand messaging. As the architect of an organisation’s communication strategy the chief communications officer relies on qualities that AI cannot replicate: human judgment, creativity and a nuanced understanding of social dynamics. These attributes are essential to developing strategies that not only engage but also resonate with audiences on a personal level.

As AI becomes more integrated into communication efforts the chief communications officer plays a vital role in ensuring its ethical use. This responsibility includes managing AI-generated content, maintaining transparency and preventing the spread of misinformation, all while aligning AI usage with the organisation’s values and ethical standards.

Another fundamental responsibility of the chief communications officer is building and maintaining strong relationships with stakeholders, employees and the public. While AI can assist in analysing data and automating tasks, it cannot replace the human touch required to cultivate meaningful relationships and handle sensitive issues. The chief communications officer interprets AI-generated insights and crafts communications that engage people on a human level, fostering trust and connection. In this way AI can enhance the work of the chief communications officer but cannot substitute the emotional intelligence and social awareness required in these interactions.

In times of crisis the ability to make swift decisions and respond with empathy is paramount. While AI can provide valuable data and insights to inform these decisions, it is the chief communications officer who must interpret this information and develop responses that take into account the nuances and complexities of each situation. Crisis management requires a human capacity for empathy, understanding and real-time adaptability — skills that remain beyond the reach of AI.

Looking ahead, the future of public relations and communications will be shaped by a combination of technological innovation and time-honoured practices. AI will undoubtedly improve efficiency, personalise communication and offer predictive insights, but the essence of PR will remain focused on people. The chief communications officer’s role in building relationships, understanding complex social dynamics and connecting with a wide array of audiences will continue to be essential.

As the industry moves forward into this new era it is crucial to maintain a balance between harnessing AI’s potential and adhering to the ethical standards that underpin effective PR strategies. AI should be viewed as a tool that enhances the capabilities of PR professionals, not as a replacement for the human expertise that is vital to the field.

The rapid technological advancements transforming PR and communications have reshaped the way professionals operate. However, the importance of human leadership, particularly in the role of the chief communications officer, remains undiminished. While AI offers immense opportunities for improving efficiency and personalisation, it is the human elements — judgment, creativity and ethical guidance — that will ensure technology complements rather than replaces the foundational aspects of effective PR.

As the landscape continues to evolve the chief communications officer will play a pivotal role in steering organisations through this dynamic terrain, ensuring that human connection remains at the core of communication strategies.

• Steyn is a Business Day columnist and AI thought leader, and Janse van Rensburg a reputation management & public relations specialist.