Generative AI and reputation management

In today’s digital age, reputation management is an indispensable aspect of public relations and communication management. The emergence of generative artificial intelligence (AI) has revolutionized the way organizations handle their reputation in both positive and negative ways.

As a fitting first column for 2024, let me tackle the role of generative AI in reputation management, exploring its pros and cons and citing some examples of abuse of AI in corporate public relations.

In today’s practice of reputation management, generative AI has introduced novel possibilities for communication and PR professionals in digital era. As practices worldwide, AI has leveraged large datasets and advanced algorithms to generate human-like text, providing a range of applications in PR and communication management.

For example, one of the primary applications of generative AI in reputation management is content creation and optimization. AI can produce high-quality, SEO-friendly content at scale, helping organizations maintain a positive online presence. It can help craft blog posts, articles, press releases, and social media content, ensuring that a company’s message aligns with its desired reputation.

In times of crisis, generative AI can assist in drafting official statements and responses. AI algorithms can swiftly analyze the situation, generate appropriate messaging, and adapt to the evolving crisis, which is crucial in maintaining public trust and managing a reputation under duress.

Generative AI can also support social media management by suggesting content, crafting engaging posts, and responding to comments and messages. This not only streamlines the social media process but also ensures a consistent online presence, which is vital for reputation management.

As practiced by many organizations, AI-driven systems has been able to create personalized messaging for different audience segments. By tailoring communication to specific demographics and preferences, organizations can strengthen their relationships with stakeholders and maintain a positive reputation among diverse groups.

We have also witnessed how generative AI can analyze vast amounts of data, including social media conversations, news articles, and reviews, to gauge public sentiment about a brand or organization. This real-time insight enables organizations to adapt their reputation management strategies to address emerging issues or opportunities.

The pros of generative AI in reputation management

Generative AI streamlines reputation management processes, automating content creation and analysis tasks that would be time-consuming and labor-intensive when done manually. This efficiency allows PR and communication professionals to focus on higher-level strategic tasks.

AI ensures consistency in messaging and branding, reducing the risk of inconsistencies that can harm reputation. It helps maintain a uniform voice and image across various channels and platforms.

In a fast-paced digital environment, generative AI enables organizations to respond swiftly to emerging situations, whether positive or negative. Quick and accurate responses can prevent reputation damage and foster public trust.

AI-powered sentiment analysis provides organizations with valuable data-driven insights into public perception. This information helps in making informed reputation management decisions, tailoring strategies, and addressing issues promptly.

Generative AI can significantly reduce operational costs associated with content creation and monitoring. Organizations can invest resources saved into other aspects of reputation management or innovation.

The cons of generative AI in reputation management

While AI can create content that mimics human writing, it often lacks the emotional depth and genuine human touch required for authentic communication. This may lead to a perception of insincerity in certain situations.

The use of generative AI in PR and communication raises ethical questions, particularly in terms of transparency and accountability. If AI generates content without clear disclosure, it may deceive the public and damage the organization’s reputation.

Overreliance on AI can also be a pitfall in reputation management. Organizations should ensure that human judgment and ethical considerations are part of the decision-making process. Relying solely on AI can lead to reputational risks. As many professionals have experienced, AI systems are only as effective as the data they are trained on. If not properly configured, they may inadvertently create content that contradicts an organization’s values, causing reputational harm.

Abuse of AI in PR

While there are some positive contributions, AI has also used to develop and implement manipulative campaigns. Here are some examples:

Deepfake manipulation: AI-driven deepfake technology has been misused to create fraudulent content, including fake videos and audio recordings. If such content tarnishes a company’s image, it can have severe repercussions on its reputation.

Fake social media accounts: Some organizations or individuals have used AI-driven tools to create fake social media accounts that impersonate brands or public figures. Such deception can lead to reputational damage if the fake accounts spread false information or engage in harmful activities.

Automated disinformation campaigns: AI can be used to generate and disseminate disinformation or fake news. In some instances, organizations have been accused of using AI to manipulate public opinion or smear competitors, causing significant reputational harm.

Indeed, generative AI is changing the landscape of reputation management and public relations. Its capabilities in content creation, crisis communication, and data analysis provide numerous advantages, including efficiency, scalability, and cost-effectiveness. However, it is essential to navigate the ethical concerns surrounding AI and maintain a balance between AI-driven processes and human judgment.

*Ron F. Jabal, DBA, APR, is the CEO of PAGEONE Group (www.pageonegroup.ph) (www.pageonegroup.ph) and the founder and president of the Reputation Management Association of the Philippines (www.rmap.org.ph). Please correspond to [email protected] or [email protected]