Survey reveals Lankan PR agencies see AI as a game-changer, emphasizes need for technical know-how and ethical guidelines

In a recent research study involving 25 leaders and executives from PR agencies in Sri Lanka, it was found that over 90% of participants believe that Artificial Intelligence (AI) is already present in the country’s communications industry. Moreover, nearly two-thirds of the respondents stated that AI is poised to have a significant impact on the PR industry within the next three years.

While 21 respondents mentioned that their agency leaders understand the true potential and impact of AI in communications, the survey highlighted the greatest challenge faced when advising clients on AI-related matters: the lack of actual sound knowledge and understanding, as well as the potential applications and limitations, which was identified by 70% of the participants.

This challenge was closely followed by other factors, including a skills gap in talent, difficulties in proving the value of AI, and budget considerations. Interestingly, the survey revealed that clients do not frequently seek expert advice from agencies on AI matters.

Thanzyl Thajudeen, the country representative, underscored the importance of better preparation for AI in Sri Lanka by acquiring technical know-how and talent. Thajudeen emphasized that this preparation should encompass various aspects of communications, such as multi-scenario planning, deep audience insights, content automation, crisis mitigation, and active monitoring. Additionally, building creative capacity and skills and implementing industry guidelines to uphold standards and ethics were also highlighted as essential steps.

One of the key findings from the survey was that 56% of respondents expressed concerns about the potential misuse of AI by PR professionals, and some indicated that they would not use AI at all. On the other hand, 88% of respondents believe that PR professionals should utilize AI content writing platforms, like ChatGPT, with many already using them for social media management and press releases.

The survey also revealed that the most used AI tools among the respondents included ChatGPT, Canva, Google Analytics, Grammarly, and social media analytics. When it comes to acquiring AI knowledge, self-learning was the preferred method (76%), followed by on-the-job training, workshops, events, and related qualifications. Additionally, 22 respondents strongly recommended the regulation of AI in the country, along with the implementation of ethical guidelines specifically tailored for the PR industry.

The Public Relations and Communications Association (PRCA), the world’s largest professional PR body, conducted the survey. Representing 35,000 PR professionals in 82 countries worldwide, PRCA is a global advocate for excellence in public relations with a mission to create a more professional, ethical, and prosperous PR industry. Through exceptional training, authoritative industry data, and global networking and development opportunities, PRCA aims to empower PR professionals. It also manages the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies worldwide.