The Double-Edged Sword of AI in Crisis Communication

Public Relations Review Podcast

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Artificial intelligence is revolutionizing crisis communications, but what happens when powerful tools fall into the wrong hands? Jonathan Bernstein, chairman and founder of Bernstein Crisis Communications, joins host Peter Woolfolk to explore this complex landscape. You’ll hear about AI's ability to transform anyone into a seemingly credible source, raising pressing concerns about authenticity and the spread of misinformation. From empowering small PR firms with efficient press releases to posing ethical dilemmas in educational settings, AI's dual-edged nature is laid bare.
As AI tools like ChatGPT become ubiquitous, their applications in both professional arenas and activist circles are scrutinized. The rapid compilation of data can arm activists with information, true or false, against corporations. This episode tackles the challenges of discerning the truth in this AI-driven age, stressing the significance of mastering AI research skills. We also address the looming threat of AI-generated visuals and audio, which could easily mislead audiences if not carefully monitored.
The podcast doesn't just highlight the dangers but also emphasizes solutions. We discuss the urgent need for PR professionals to either attain AI expertise or collaborate with those who do. Jonathan Bernstein offers a candid warning: real-world experience is vital, and credentials should never be taken at face value. As the legal and ethical implications of AI-generated content continue to evolve, staying informed and vigilant is indispensable for anyone in the communication field. Join us as we unearth the potential and pitfalls of AI in public relations, and thank Jonathan Bernstein for sharing his invaluable insights.

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Chapters

1. The Double-Edged Sword of AI in Crisis Communication (00:00:00)

2. Crisis Communication in Artificial Intelligence (00:01:08)

3. Ethical Concerns in AI Communication (00:11:13)

4. Risk of AI Misinformation and Defamation (00:16:53)

5. Preparing for AI Crisis Communication (00:24:48)

6. Importance of AI in PR (00:29:05)