Research and reports
The AI revolution is like the early days of social media in so many ways. Back then the response of many companies was to either ignore or ban. Both are now happening with generative AI.
More than half of AI users in the workplace are using unauthorised tools and even more shockingly 40% are using banned tools. Just like with the early days of social media banning is the most dangerous approach. Banning is intended to reduce risk but usually increases it as human nature means people will find ways to ignore or circumnavigate bans.
Companies are creating these AI risks themselves as seven in 10 workers have never completed or received training on how to use generative AI safely and ethically at work. Eight in 10 companies don't have AI policies. In the UK it's even worse as it's nearly nine in 10.
Salesforce researched more than 14,000 workers in 14 countries.
Have we ever mentioned that Purposeful Relations helps clients to create AI policies and strategies and provides training? 🙂
Public relations is one of the jobs most exposed to the impact of generative AI like ChatGPT. The UK government's Department for Education has just published "The Impact of AI on UK Jobs and Training" report. It is one of the first to try to predict the impact of the latest AI developments on the UK labour market. It estimates that 10-30% of jobs are automatable with AI.
Not surprisingly it predicts that professional occupations such as management consultants and business analysts; accountants; and psychologists are most exposed. Some of the least exposed are sports players, roofers, plasterers and cleaners.
It's important to note that the analysis measures the exposure of jobs to AI, rather than distinguishing whether a job will be augmented (aided) or replaced (substituted) by AI. The difference between augment and substitute is critical. The report identifies writers, authors and translators are the occupations with the highest automation.
PR professionals who think 'senior' or 'strategic' roles are safe from AI are mistaken as AI can already be used to augment these roles extremely effectively. AI isn't just for entry or mid-level content creation roles, but can also be used for strategic planning, audience insight, reputational risk assessment and much more.
AI isn't coming to take your PR job, but it is coming to take the jobs of PR professionals who aren't expert users of AI.
The latest Ipsos Global Reputation Monitor is based on research in 24 countries and explores the relationship between a good reputation and better business efficiency. It provides evidence of the relationship between corporate reputation and business efficiency. Building trust gives companies an advantage in telling their story in times of crisis, marketing their products efficiently, and turning stakeholders into advocates.
The five key takeaways are:
- Corporate reputation strongly impacts business efficiency. A strong reputation cultivates better relationships with important stakeholders – those whose support helps a business to deliver its objectives.
- Trust increases marketing efficiency across industries and geographies; consumers are more likely to engage with and act upon advertising from the companies they trust. Trust also positively impacts buyers' feelings towards a company’s products/services and their willingness to pay a premium.
- Building trust builds up reserves of equity companies can use for improving business performance, alongside better potential outcomes when facing unforeseen difficulties.
- Having a good reputation ensures a company’s voice is heard during crises and that they are given the benefit of the doubt. Trust plays a significant role in this, acting as a safety net, with over half of the people who trust a company likely to support it during a crisis.
- Building a strong reputation to gain benefit of the doubt is crucial in all sectors, especially high-risk ones. Trust and benefit of the doubt are highly correlated; as trust increases, so does the potential for support in challenging times.
The 2023 Ofcom Online Nations is finally out. It's usually published earlier in the year and is the definitive data source for how the UK uses the internet and social media.
You need to understand what social media platforms, online news sources and other websites and apps that your stakeholders are using and how they are using them.
Two stats jumped out for me. First the demise of XTwitter is nowhere near as bad as you might think if you listen to the loudest PR and social media types. The second is that you can't ignore TikTok. It's for everyone, not just young people.
Ignore TikTok at your peril. Digital PR agency Rise at Seven has conducted research that found more than 100 keywords are now searched for more on TikTok than Google. The agency analysed more than 5000 keywords across multiple industries.
If you think TikTok is just for the kids then think again as you're several years out of date. This year's Ofcom Online Nations report shows TikTok passing LinkedIn to become the fifth most popular social media platform amongst all adults and 8.2 million adults 45+ use TikTok.
TikTok is now a relevant platform for corporate affairs and is no longer just the domain of consumer marketing.
It's that season again. It's not just the holiday season but the report season when there is a plethora of research reports and predictions for the following year. One of the first social media prediction reports we've spotted is from SEMrush. The 'Report Visionaries' providing insight include Matt Navara (founder of the excellent Social Media Geek Out newsletter and community) and Kristin Gallucci, Adobe's senior manager strategic marketing.
You won't be surprised that one of the five highlights of 2024 it identifies is the use of generative AI. It also identifies TikTok and LinkedIn as the two most important platforms, which is why we've been highlighting both in PR Futurist throughout the year.
The USC Annenberg School for Communication and Journalism has published the Relevance Report identifying emerging issues and forecasts topics and trends impacting society, business, and communication in the coming year. Previous reports have looked at everything from activism to ethics, but this year's focuses on.... you've guessed it AI.
It looks at it through various lenses including education, communications, creativity, collaboration, ethics, transparency, job shifts, bias, climate, and health care.