Generative Artificial Intelligence and Risks for Public Relations Professionals: Implications for Knowledge, Skills, Abilities, and Professional Well-Being

This chapter explores the implications of using generative artificial intelligence (GAI) tools in public relations (PR) practice. It discusses the knowledge, abilities, and skills of PR practitioners who use AI in their work. Previous analyses have evaluated the role of GAI in assisting PR practitioners with their tasks, suggesting that the majority of tasks, particularly those related to content creation and research, are aided by GAI tools. This investigation differs in that it incorporates psychological evidence to answer two questions: (1) How can GAI change the outcomes of PR tasks qualitatively? and (2) What interventions are necessary to incorporate GAI tools productively into PR practice? It is argued that overreliance on GAI tools can lead to bias, diminished problem-solving ability, and a negative impact on creativity. The focus on building relationships and employers’ due diligence towards junior PR practitioners is proposed as two key strategies for utilising the benefits of GAI.