Trust Gap & AI Shift: PR Industry Navigates a Changing Landscape

Toronto, ON – The public relations industry is at a crossroads. New research released today, coupled with an in-depth investigation by Capital Currents, reveals a widening trust gap surrounding the term ‘public relations’ itself, alongside a rapid surge in the adoption of artificial intelligence (AI) technologies. The findings are prompting industry leaders to rethink their approach, emphasizing ethical governance and a shift towards more transparent communication practices.

The Erosion of Trust

The study, conducted by the Canadian Public Relations Society (CPRS), shows a clear preference for the term ‘communications’ over ‘public relations’ when it comes to public perception. While the industry often uses the terms interchangeably, the research suggests a historical baggage associated with ‘PR’ – connotations of spin, manipulation, and crisis management – continue to erode public trust.

“There’s a definite perception issue,” says one industry insider. “The term ‘PR’ often evokes images of damage control and trying to hide things. People respond more positively to ‘communications’ because it implies openness and a genuine exchange of information.”

This sentiment is echoed by broader academic research. A 2021 study in the Journal of Public Relations Research found that the public frequently associates ‘public relations’ with misleading tactics, while ‘communications’ is perceived as more neutral and informative. The historical roots of this distrust trace back to the early 20th century, when ‘PR’ was often used as a tool for propaganda and shaping public opinion during wartime.

“The industry needs to acknowledge this historical baggage and actively work to redefine its role,” states another source. “Simply rebranding isn’t enough. We need to demonstrate a commitment to ethical practices and transparency.”

The AI Revolution – Opportunity & Risk

Alongside the trust issue, the industry is experiencing a rapid influx of AI technologies. The CPRS study reveals that nearly 70% of PR professionals are now utilizing AI tools in their work, ranging from content creation and media monitoring to data analysis and predictive analytics.

However, this AI adoption isn’t without its challenges. The research highlights a significant gap in AI governance and ethical training within the industry. Only 35% of organizations have formal policies in place to address the potential risks associated with AI, such as biased algorithms, misinformation, and a lack of transparency.

“The speed of AI adoption is outpacing our ability to develop ethical frameworks,” explains an expert in AI ethics. “There’s a real risk of AI being used to amplify misinformation or manipulate public opinion if we don’t address these issues proactively.”

The potential for AI-generated content raises specific concerns about authenticity and transparency. The ability to create deepfake videos or generate convincing text with AI tools could be used to deceive the public or damage reputations.

“We’re entering an era where it will be increasingly difficult to distinguish between real and fake information,” warns a PR tech startup founder. “The industry needs to develop standards for disclosing the use of AI in content creation to maintain public trust.”

CPRS Steps Up – Leading the Charge for Change

Recognizing these challenges, the Canadian Public Relations Society is taking a leading role in addressing the industry’s evolving landscape. The organization is advocating for standardized terminology, promoting ethical AI governance, and investing in professional development initiatives.

“We need to move beyond simply talking about ethics and start implementing concrete changes,” states a CPRS thought leader. “That means developing clear guidelines for AI use, providing training for our members, and holding ourselves accountable for ethical behavior.”

The CPRS is also actively working to bridge the gap between PR professionals and business leaders, emphasizing the importance of transparent communication and building long-term relationships with stakeholders.

“The future of PR isn’t about spin or manipulation. It’s about building trust, fostering dialogue, and creating value for all stakeholders,” asserts another industry insider. “That requires a fundamental shift in mindset and a commitment to ethical practices.”

The Society’s efforts include:

• Developing AI Governance Policies: Working with industry stakeholders to create a framework for ethical AI use in PR.
• AI Literacy Training: Providing professional development programs to help PR professionals understand the capabilities and limitations of AI technologies.
• Promoting Transparent Communication: Advocating for clear disclosure of AI usage in content creation.
• Standardizing Terminology: Working to clarify the meaning of 'PR' and 'communications' to better align with public expectations.

The Road Ahead

The PR industry faces a critical juncture. Addressing the erosion of public trust and navigating the rapid influx of AI technologies will require a concerted effort from industry leaders, professional organizations, and individual practitioners.

The future of PR hinges on a commitment to ethical practices, transparent communication, and a genuine desire to build long-term relationships with stakeholders. By embracing these principles, the industry can redefine its role and emerge as a trusted source of information and communication in an increasingly complex world. The time for change is now.