Maximizing AI and Media Relationships | Prof. Bonebright

AI will never know what it's like to win a close game. AI will never lose at something it worked so hard for and feel the grief that comes with loss. AI will never know what it’s like to develop a strong connection with another person and know in their heart that they will be a lifelong friend. AI will never know love and loss. AI will never be human. 

As the technological age advances, so do the digital tools that enhance workflow, one of which is AI. With this exciting new tool comes the fear that AI will replace human jobs. PRSSA welcomed Prof. Amy Bonebright of the journalism department to talk about just this: how AI will impact the future of public relations and journalism, and the ability to tame the beast of AI rather than be replaced by it.

"Chill on the hype," Bonebright said. 

The pendulum always swings back to the middle. Whenever there is innovation, it always comes out fast and furious, with people clinging to one side on whether this new advancement is good or bad. However, Bonebright mentioned that things tend to naturally balance out in the middle.

PRSSA also learned that the heart of PR is truth, and the truth will always come to light. That is why it is best to alert the media first with news concerning your organization. This gives companies and corporations a chance to control the narrative. 

We saw this example in a clip played from The Office. Even in humor, this concept is promoted. 

Going back to AI, Bonebright discussed that AI will only ever know what it's been fed or make guesses based on what it's been fed. AI can help with early stages of research, grammar, AP style, wording and creative ideas, but it can never know anything outside of what it's been told by a human. 

With this, the trust factor is making a comeback, or perhaps it never left. 

"When you don't know what is real and what is fake, people will turn to trusted sources," Bonebright said. 

Thus, we see that quality PR makes authentic connections that will matter most. 

Bonebright also spoke about how important it is to get into the heads of news professionals as PR professionals. Press releases should always be written with important info first, centered around facts and not fluff. 

At the end of the meeting, we got to hear from Liberty graduates who have worked in the communications field for years. A quick breakdown of their advice was to: 

• Be slow to speak

• Be slow to anger 

• Know how to pull a room full of emotions to peace 

• Honor every relationship 

• Constructive criticism is an opportunity to learn and improve

• Recognize that decisions and critiques are made with the organization’s best interests in mind — not personal motives

  
  

There is so much to learn in the communication realm, especially with AI shaping the future. Join PRSSA at Liberty University and grow with us.