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AI—A new tool for sport PR pros

This is an excerpt from Sport Public Relations 4th Edition With HKPropel Access by G. Clayton Stoldt,Stephen W. Dittmore,Mike Ross.

The ability to use artificial intelligence (AI) is now a technological skill that sport PR professionals must possess to maximize their effectiveness and relevance in the field. Computer scientist John McCarthy, who created the term AI in 1955, described it simply as “getting a computer to do things which, when done by people, are said to involve intelligence” (McCarthy et al., 2006). The applications of AI in PR are varied and robust, and the field is evolving rapidly.

Much of PR profession’s focus is on generative AI, which has the ability to create text, images, video, and more. Rodsevich (2024) listed 21 uses for AI in PR, including commonly recognized applications such as creating media lists and news releases, as well as social media management. In addition, this author highlighted AI’s capabilities as helpful for monitoring public sentiment in a crisis, analyzing media coverage to gauge reputation management, influencer identification, and more. The list of AI applications will only grow as AI technologies evolve.

Despite these impressive capabilities, PR professionals must take important steps to ensure they are using AI responsibly. The PR Council (2023) established guidelines for how to use generative AI in an effective and ethical fashion. The guidelines state the following:

The responsible use of AI in public relations will enhance our ability to serve our clients and the public interest. However, the responsible use of AI must always be subject to human judgment and oversight to avoid bias, misuse, and inadvertent risks of harm. (PR Council, 2023, para. 1)

The PR Council’s guidelines include numerous recommendations, and anyone using AI as part of their education or professional practice in PR is highly encouraged to read the full document available online. A few of the items on the list are

• always check AI-generated data for accuracy,
• always check AI-generated data to protect from plagiarism, copyright, or trademark infringement,
• be sure to disclose when generative AI has been used as part of the creative process,
• be aware of potential biases in AI-generated data that run counter to the values of diversity and inclusion, and
• do not use AI unethically, such as to create deep fakes.

According to Gini Dietrich (2023, para. 22), “The bottom line is AI is amazing. It will change how we do our jobs—for the better. It’s not something to fear, but something to embrace.” Students and practitioners who use AI appropriately will be well positioned to advance their PR careers and the sport organizations they represent.

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