What's Happening?
Lina Carlos de Vergara, the global head of PR at DAZN Spain, shared insights on the evolving role of artificial intelligence (AI) in public relations during The Drum Awards Festival. As a judge in the PR category, she emphasized the importance of emotional resonance in sports and how AI is transforming communication strategies. AI tools are increasingly used for segmentation and real-time tailoring, allowing brands to detect early sentiment shifts, particularly on social media. This enables faster and clearer responses during crisis moments. However, Carlos de Vergara stressed the need for a human lens in using these tools ethically and intentionally. She highlighted the importance of consistency in narrative control and authenticity, advising brands to know their values and tone to maintain trust with audiences.
AD
Why It's Important?
The integration of AI in PR and reputation management is significant as it offers new ways to engage with audiences and manage brand perception. For industries like sports, where emotions are pivotal, AI can enhance storytelling and audience interaction. This development impacts how brands build long-term credibility and loyalty, as AI tools can help tailor messages that resonate emotionally with consumers. The emphasis on ethical use and maintaining authenticity is crucial in an era where audiences are increasingly skeptical. Brands that successfully balance AI-driven strategies with genuine communication stand to gain trust and preference, which are essential for business growth and sustainability.
What's Next?
As AI continues to evolve, PR professionals will need to develop hybrid skill sets that combine strategic thinking, technological fluency, and emotional intelligence. The future of PR will likely involve more sophisticated use of AI tools to shape strategic narratives that align with business objectives and audience expectations. Maintaining a unified brand voice across diverse platforms will remain a challenge, requiring flexibility and coherence. The Drum Awards Festival encourages submissions that showcase effective and emotionally resonant communication strategies, with the potential to define the future of PR practices.
Beyond the Headlines
The ethical implications of AI in PR are profound, as brands must navigate the balance between technological efficiency and human authenticity. The cultural and global understanding of communication strategies will be essential in scaling brand messages effectively. As AI tools become more prevalent, the role of PR in shaping public perception and understanding the 'why' behind business decisions will be increasingly important. This shift may lead to a reevaluation of traditional PR metrics, focusing more on strategic outcomes rather than vanity metrics.
