AI-Generated PR Content Hurts Your Reputation

Recent research from the University of Kansas has revealed a troubling trend in public relations: content identified as AI-generated is consistently perceived as less credible and less effective than human-written materials. This finding should alarm PR professionals who are increasingly turning to AI tools to streamline their workflow.

THE "CHOCOLATE CRISIS" EXPERIMENT

In the Kansas study, researchers created a scenario involving a fictional chocolate company facing a crisis—their products were making people sick due to employee tampering. Participants were given news releases addressing the crisis, with half told the content was written by AI and half told it was written by humans.

The results were definitive: people found the human-written releases significantly more credible and effective, regardless of whether the release was informational, apologetic, or sympathetic in tone. This highlights a fundamental trust gap when it comes to AI-generated content.

MEDIA PROFESSIONALS VIEW AI-GENERATED PR CONTENT WITH SKEPTICISM

The credibility problem extends to media professionals as well. A recent survey found that when asked about AI in press releases, only 12% of journalists responded positively, while nearly 44% viewed it negatively. These journalists described AI-generated content as "cookie-cutter" and lacking authenticity—precisely the opposite of what effective PR requires.

This journalist feedback highlights a fundamental disconnect between technological efficiency and professional effectiveness. While AI tools may streamline content creation processes, they produce materials that fail to resonate with the very gatekeepers PR professionals need to reach. Media professionals consistently express a preference for content that demonstrates genuine insight, proper editorial context, and authentic voice—precisely the elements that current AI systems struggle to provide.

WHY PEOPLE DON'T TRUST THE MACHINES

The skepticism toward AI-generated content stems from several factors:

1. Assumption of Complete Automation: When content is labeled as "AI-generated," people automatically assume it was created with zero human supervision or input.
2. Lack of Accountability: As one researcher noted, "The public can't hang responsibility on a machine. They have to hang the responsibility on a person." This is particularly crucial during crisis communications.
3. Missing Emotional Intelligence: AI systems simply cannot read emotional cues, adapt to nuanced situations, or build genuine relationships. These human elements are fundamental to effective public relations.
4. Perceived Authenticity Gap: Content created by algorithms is often viewed as generic and lacking the distinctive voice that builds brand identity and trust.

THE DANGERS OF AI OVERRELIANCE

When organizations rely too heavily on AI for their communications, they risk:

1. Damaged Credibility: Audiences perceive AI-generated content as less trustworthy, undermining your message before it's even fully considered.
2. Reduced Message Effectiveness: Even well-crafted AI content fails to resonate as deeply as human-written materials.
3. Diminished Brand Perception: Companies using AI-generated content may be seen as impersonal, inauthentic, or unwilling to invest in proper communication.
4. Crisis Mismanagement: During sensitive situations, AI-generated responses can come across as calculated and unsympathetic, potentially exacerbating the crisis.

FIND THE RIGHT BALANCE

Despite these concerns, AI can still play a valuable role in PR when used appropriately:

1. Research and Data Analysis: AI excels at processing large amounts of information and identifying relevant trends.
2. Initial Drafting: AI can create first drafts that human writers then substantially revise and personalize.
3. Routine Updates: For straightforward, factual communications, AI-assisted drafting may be appropriate with proper oversight.
4. Process Enhancement: AI can streamline workflows without replacing the human elements that make PR effective.

BEST PRACTICES FOR INTEGRATING AI IN PR

If you're incorporating AI into your PR strategy, follow these guidelines:

1. Always Apply Human Oversight: No AI-generated content should go out without thorough human review and editing.
2. Maintain Authenticity: Ensure your brand voice and values remain intact in all communications.
3. Be Transparent When Appropriate: Consider your disclosure policies regarding AI use in content creation.
4. Focus on Relationship Building: Use the time saved through AI to enhance personal connections with stakeholders.
5. Develop Clear AI Guidelines: Establish protocols for when and how AI tools should be used in your communications.

THE FUTURE OF PR IS HUMAN-CENTERED

The most effective PR strategies will combine the efficiency of AI with the irreplaceable human touch. While AI can handle routine tasks and initial drafting, the core elements of public relations—empathy, relationship building, crisis management, and strategic communication—remain fundamentally human domains.

For organizations looking to maintain and enhance their reputation, the message is clear: AI should support human PR professionals, not replace them. The credibility and effectiveness of your communications depend on maintaining that human connection.

Ready to develop a PR strategy that balances technological innovation with authentic human connection? The Winsome Marketing team is here to help. Our communications experts understand how to leverage AI tools appropriately while maintaining the credibility your brand deserves. Contact us today.