Artificial Intelligence (AI) is shaking up the PR and communication world in ways we couldn’t have predicted a few years ago.

It can supercharge our workflows, analyse data at lightning speed, and bring speedy content and headlines to the table – mind you, with the occasional robotic poetry. Nonetheless, it’s a tool that requires thoughtful handling.

At Primary Comms Group, we’re continually learning how best to integrate new technologies into our workflows and AI is no different. We have welcomed it with an intentional, eyes-wide-open approach.

We also understand that technology evolves faster than we can say “press release”, so we’re committed to learning step-by-step, and adapting while maintaining our ethical foundation. Here’s our view, and some tips, on navigating AI’s rise with caution, curiosity, and confidence.

Taking it step by step

AI has been with us for some years, even if we haven’t realised. Think spell check, or a map app that helps you navigate the best way from A to B using the quickest route. The advent of Large Language Models has made it feel like AI has just arrived but in reality, it is just another step in the evolution of AI.

There are still major improvements to be made before it is fully formed. It’s more of a series of capabilities, with its true potential waiting to be unlocked, however, if we can understand how it works, we can start unleashing its capabilities.

By fostering the right culture at the organisational level, we can also help shape the evolution of how we can benefit from AI, preserving human creativity and avoiding de-skilling, even as we outsource certain tasks.

Tip: Start small and adjust as you go. AI usage guidelines allow you to take advantage of AI’s strengths while keeping its limitations in check. After all, today’s “cutting edge” quickly becomes tomorrow’s “baseline”.

 Recognising AI’s limits

For all its potential, AI is not infallible, nor is it a substitute for expertise of an educated, creative staff member. PR is as much about intuition, storytelling, and context as it is about data. Yes – AI can analyse and generate content, but it lacks the deep human insights that make communication work truly resonate.

It’s essential to scrutinise generated content, reviewing and editing carefully to ensure it aligns with our standards and maintains our unique voice. Validating AI research outputs is also crucial, as these tools can unintentionally perpetuate existing biases in their data model.

One significant issue is the potential for misinformation and deepfakes. AI can make anyone say anything. Data privacy is another issue, especially with open-source large language models like ChatGPT, which rely on vast amounts of data to function. This raises legitimate worries about the security and confidentiality of personal or sensitive information.

Tip: Keep a clear view of where AI fits in and where it falls short, preserving the security of confidential data or information, and ensuring that technology supports human creativity rather than eclipse it.

 Ethics isn’t just a side note

Ethics must be our guiding light in AI’s expansion into PR. Whether we’re using AI to analyse data, create content ideas or forecast trends, the human touch and ethical oversight are essential. Every AI-driven initiative must align with our ethical and professional standards of honesty and integrity.

Additionally, by openly acknowledging AI’s role, we maintain trust and set realistic expectations, reinforcing our commitment to ethical practices.

Tip: Even with the lure of full automation, ethics must remain front and centre. Defining AI usage expectations and employee responsibility ensures integrity.

Critical thinking, self-awareness and transparency key in the age of AI

No matter how “smart” the technology seems, we must maintain a critical eye on its output. We simply can’t afford to relinquish the reins; instead, we must actively steer AI toward the best outcomes while being aware of its biases and limitations and our own!

Tip: Prioritise transparency, acknowledging when AI is involved and how it’s being used to enhance, not replace, the creative process.

Mary-Anne Boustany, Senior Account Director, Primary Comms Group

In a night full of celebration, inspiration, and recognition for the industry’s best and brightest, Communication and Public Relations Australia (CPRA) has announced the winners of its annual Golden Target Awards.

In our view, none were more deserving than our own Elaine Banoub who took home the Professional of the Year award.

Elaine’s 22-year long career in PR is marked by passion for her work and a constant drive for excellence. Balancing her role as a mum of two young children, Elaine’s dedication to her craft is unwavering, leading Primary’s technology, social and tourism client portfolios.

The accolades point to individual excellence but also her commitment to the Primary team and to the industry.

“Elaine’s dedication and approach to her work, as well as her impact on the broader team, make her an unparalleled force in our sector,” said Chris Hall, CEO, Primary Comms Group. “Her commitment to excellence and to fostering growth set her apart as a true leader, embodying the very spirit of our team at Primary.”

Over the past year, Elaine has been instrumental in securing new business to drive Primary’s growth – such as Primary’s first international aviation client – and has proven invaluable during client secondments, seamlessly integrating into their team to maintain momentum and deliver successful programs.

Beyond her own success, Elaine prioritises mentorship, supporting continued professional development within the team and fostering creativity. Elaine has led the development of the “Innovation Lab” and has also found time to mentor PR and comms students at Macquarie University.

Elaine said, “I’m honoured to receive this award and grateful to be recognised alongside such talented professionals. It’s a testament to the hard work of my team and our shared commitment to pushing boundaries in communication. A huge congratulations to all the winners and finalists in the Golden Target Awards, Australia’s most prestigious communication awards program.”

Primary also took home a bronze for its work with Hysata, helping the company achieve Australia’s largest climate tech Series B round in the Corporate Reputation and Management Campaign category.

Local elections in the ACT are hard to get your head around, partly because of the preferential voting system but also because the result doesn’t much matter to anyone living outside the Territory’s borders.

The ACT has had a Labor coalition running it for 23 years. That’s seven terms. Last weekend’s election swapped out the Greens for a block of Independents to share power with Labor.

That shouldn’t be a surprise. Almost four-in-ten Australian Public Service members call the ACT home and building a bigger public sector is what Labor governments do. Plus, the Liberal Opposition didn’t present a convincing case for change.

I briefly lived in the ACT in the 1990s when the population was a touch over 300,000 people. It’s about to hit the half million mark, but the populace’s fondness for being governed by an interventionist, left-of-centre elected body remains in place.

It was a different story in one of the three by-elections in NSW last weekend. The contest in Pittwater will result in Jacqui Scruby becoming the first Teal Member in a State Parliament.

The by-election was triggered by Liberal Rory Amon quitting parliament in August after being charged with child sex offences (which he denies.)

Libs Monica Tudehope took former Premier Dominic Perrottet’s seat of Epping, while James Wallace won ex-Treasurer Matt Kean’s Hornsby spot in a canter. Labor did not contest either seat.

The implications for the Government and Opposition alike are minimal.

Scruby says she wants to work with both sides but will likely vote with Labor.  The Liberal brand is on the nose after the local government nominations farce but the number of contenders wanting to knock off Opposition Leader Mark Speakman will fit in a phone box. For now.

Craig Regan, Senior Account Director, Primary Communication

The only poll that counts is an election and all that stuff, but none of the litmus tests for the Albanese Government or the Dutton Opposition are good news for either. 

This week’s Newspoll showed both leaders had an approval rating of minus 13 and voters split 50-50 on a two-party preferred basis. 

Newspoll says a hung Parliament would have resulted if an election had been held last weekend, with The Greens, Teals and independents holding the balance of power. 

All talk in the months ahead will be about circuit breakers. History shows that the more desperate a government becomes in its search for one, the more it cocks up. 

A prime example is this week’s attempt by Treasurer Jim Chalmers to blame enduring high inflation on the Reserve Bank.  

A cut in interest rates could lift the Government’s stocks, but publicly pressuring the independent Board of the Reserve is not going to bring it about. 

The more time a government appears to spend talking about non-mainstream issues – like an inclusion question in the Census, the timing of a Prime Ministerial wedding or divisions in its ranks about the Gaza conflict– the more disconnected it looks from mainstream issues. 

Remember when Scott Morrison tried to rally his base on Sydney’s Northern Beaches with a conversation about transgender sport in the 2022 election? He was actually toast before that, and it hindered more than it helped.  

Once elected, Anthony Albanese made a bonfire of his own political capital by not explaining his proposed Voice and hasn’t had any momentum since.  

Politicians since Ronald Reagan have wallowed in parroting “it’s about the economy, stupid”, but the smart ones know that it’s really about the economic impact on people.  

Absurd populism (like The Greens’ fantasy of a tax on company profits) won’t change things, but is anyone listening to major parties at this stage of the game?   

Craig Regan, Senior Account Director, Primary Communication