AI and Misinformation: The PR Problem You Didn’t Know You Had

So, here’s the thing: Generative AI tools have found their way into public relations, and while that sounds pretty fancy and forward-thinking, they come with some baggage. Sure, AI is helping to optimize tasks like analyzing trends and cranking out content. But just like that one guy who insists on showing up to every party with an inflatable flamingo, AI’s presence is a bit... unpredictable. And not always in the best way.

A recent audit by NewsGuard showed that AI-generated content has some pretty serious issues. We're talking errors in 18% of responses, and even worse, 38% of these errors go uncorrected. That’s a problem for PR folks who are relying on AI to make them more efficient—only to end up spreading misinformation. Not exactly the kind of thing you want to be known for, right?

THE MISINFORMATION CRISIS: AI’S ACHILLES’ HEEL

AI’s love affair with misinformation has a lot to do with its inability to tell the difference between good information and, well, the other stuff. The kind of stuff that makes you question the internet as a whole. Even humans have trouble with this, but AI is like that one friend who insists on trusting everything they read on Twitter. It’s not ideal.

Because AI doesn't have the ability to think critically or understand the context of what it's reading, it can generate content that’s missing depth and accuracy. PR professionals need bold, insightful content that reflects what’s happening in the moment, and unfortunately, AI often just can't deliver. Instead of helping, AI can end up producing shallow, generic content that lacks the real context journalists actually need.

AI STILL NEEDS TO GROW UP

Look, let’s not sugarcoat it: AI isn’t anywhere near perfect. And it probably won’t be anytime soon. So, here’s the deal: Stop expecting AI to give you flawless results. It's not going to happen, and we need to adjust our expectations accordingly. The real issue isn’t the technology; it’s how we’re using it. PR pros need to shift gears and stop hoping AI will solve everything. It’s time to focus on making workflows better, not relying on AI to provide perfect answers.

AI IS THE ASSISTANT, NOT THE ANSWER

Here’s a thought: maybe it’s time to rethink how we’re integrating AI into PR work. Instead of leaning on it to write entire press releases or handle media comms, think of AI as a reliable assistant. It’s great for background research, generating first drafts, or alerting you to breaking news you might want to jump on. But the heavy lifting—the narrative, the punchy quotes, the context—still needs the human touch.

AI can really shine when something big breaks and you need to respond quickly. If a story goes live overnight, AI can whip up an initial draft so you're not scrambling in the morning. But the final version? That’s on you. AI’s draft will never have the nuance, personality, or strategic insight that comes from a human being who knows the beat. Use AI to stay ahead of the curve, but let human expertise be the backbone of your final message.

THE PRACTICAL APPROACH: USING AI WITHOUT LOOKING LIKE A ROBOT

If you’re going to let AI into your workflow, here are a few things to keep in mind:

1. Double-Check Everything: Don’t just trust AI to get it right. Review its output and verify with reliable sources.
2. Make It Personal: Tailor your AI-generated content to the specific journalist and their needs. Don't use a one-size-fits-all approach.
3. Speed Over Substance: Use AI for speed—breaking news, drafts, the routine stuff—but rely on human judgment for the important parts.
4. Stay Consistent: Make sure everything aligns with the messaging of your campaign. AI might produce content, but you’re the one who should steer the ship.

THE SWEET SPOT: HOW TO MAKE AI WORK FOR YOU

Sure, AI is improving, but perfect content generation? Not happening anytime soon. The best strategy for now is to strike a balance—use AI for what it’s good at (speed, research, routine tasks), but always rely on the expertise of real, live humans to craft the narratives that matter.

AI will never fully replace the human touch, but it can make the process more efficient. So, let it help with the grunt work, but when it’s time to craft a message that resonates with your audience? That’s where you come in. Use AI wisely, and keep your credibility intact.