✅ The AI reality gap in corporate communications and public relations
Corporate communications, public relations, media and management insight
There is a significant disconnect between reported AI adoption rates and actual implementation in corporate communications and public relations teams.
Industry surveys tell the story of the wholesale adoption of AI. In February, Cision and PRWeek reported that 92% of practitioners use AI, and 32% use it frequently (Global Comms Report 2024). USC Annenberg reported early this month that the number of frequent users had increased to 66% (AI Activated).
The reality is more complex. I explored this issue in an essay on our blog this weekend.
Individual practitioners are successfully using AI large language models such as ChatGPT, Claude and Gemini for management tasks ranging from stakeholder mapping to horizon scanning, and tactical activities from content creation to transcrition. The benefits are improved efficiency and effectiveness.
However, these individual benefits aren't successfully scaling to team-wide implementation due to several challenges:
Absence of standard operating models and workflow for practice
Cultural challenges in embedding AI into existing processes
Governance issues within AI systems
Vendors are trying to address these challenges through:
Microsoft's Copilot and Google's Gemini integration into office applications
Customised large language models trained on corporate knowledge
Third-party tools adding features such as knowledge bases, sharing and version control
While AI shows promise for individual practitioners, organisations need to focus on systematic integration and transformation rather than just individual tool adoption to realise AI's full potential across teams.
You can read the full essay on the Wadds Inc. blog.
We’re heading to New York this week for work and some play. The newsletter will take a break for the Thanksgiving weekend.
Have an excellent week or so.
Media
🚀 GOOGLE DISCOVER BOOST: Google Discover has become Reach’s largest traffic source, favouring engaging, curiosity-driven and brand-safe content. Media relations practitioners can support media rankings by crafting lifestyle-focused stories, optimising headlines and aligning content with audience interests. Source: Press Gazette.
✊ JOURNALISTS STRIKE: Guardian and Observer journalists have voted for a 48-hour strike on 4 and 5 December in protest at the proposed sale of The Observer to Tortoise Media. The National Union of Journalists (NUJ) reports that 93% of members supported the action, expressing concerns over job security and the future of the newspaper under new ownership. Source: NUJ.
🗞 YOUNG NEWS CONSUMERS: New research finds young UK adults read an average of six news stories daily, visiting publisher websites more frequently than other surveys suggest. 75% value journalism's role in society, especially investigative reporting, challenging the perception that young people don’t value news. Source: Newsworks.
Social media
📣 LINKEDIN TOOLKIT: A new toolkit published by LinkedIn provides step-by-step resources for effective content creation, audience engagement and analytics to enhance professional branding and networking. It emphasises authenticity in content creation - sharing genuine experiences and expertise helps build trust and engagement with your professional audience. Source: LinkedIn.
📊 SOCIAL REACH: Since Elon Musk's acquisition and rebranding of Twitter as X, the platform has experienced a significant user exodus, attributed to changes in algorithms and moderation policies. Dan Slee reports that only six percent of followers now see posts, with some accounts reaching as few as 0.1% of their audience. Despite reduced engagement, X remains valuable for journalists, official announcements and emergency communications. Source: Dan Slee.
🦋 BLUESKY BUZZ: Public relations practitioners are exploring Bluesky, the emerging social media platform, as an alternative to X (formerly Twitter). With its familiar interface and focus on positive, community-driven interactions, Bluesky offers a promising yet small-scale space for real-time storytelling and professional networking. Source: Maria Loupa and PR Week.
Industry
📊 MEASUREMENT MATTERS: In a new Wadds Inc. podcast, AMEC CEO Johna Burke explains how practitioners can use the AMEC framework to prove their value to managers and effectively measure real-time campaign performance. She emphasises the importance of ethical data practices whilst arguing against outdated metrics such as advertising value equivalent (AVE) in favour of more meaningful measurement approaches. Source: Wadds Inc.
📕 BOOK REVIEW: In her new book Reputation Management, Amanda Coleman argues that reputation is earned, not managed. She offers practical advice for building and sustaining a strong organisational reputation, including effective crisis response. She underscores the need for strategic communication and advocates a holistic approach, integrating all areas of an organisation rather than relying solely on public relations practitioners. Source: Wadds Inc.
🌏 ACN LAUNCH: The Asian Communications Network (ACN) has officially launched to address the underrepresentation of British Asians in media, PR, and marketing, where they comprise just 5% of professionals compared to 9.3% of the general population. With a national focus and a mission to combat misinformation and divisive narratives. Source: Asian Communication Network.
Thank you to Ben Lowndes, Alan Morrison, Laura Mitchell, Dan Slee, Andrew Bruce Smith, Maja Pawinska Sims and everyone who shares and debates the stories in the newsletter via our Facebook and LinkedIn communities.