​Why Human Comms Teams Have Never Been More Important

For many businesses, the temptation is to view AI as a silver bullet for productivity, automating numerous human tasks, replacing certain PR and Communications roles, or even entire functions. In reality, doing so is a poisoned chalice.

As the digital world from emails, to social content, press releases, company statements, insight articles and blogs, becomes flooded with AI-generated content, a critical question emerges: does it build trust or erode it?

New research from Ipsos and the Rosely Group suggests that when it comes to engaging the media and protecting your company’s reputation, the answer is clear. Just 4% of business journalists believe AI tools are the most useful source of information about a company. Yes, you read that right. Four per cent.

The risk to your company's reputation is very real

“When it comes to newsgathering however, what’s gained in efficiency here could be lost in veracity. AI hallucinations, political or other biases built into an LLM or information pulled from unreliable sources all leave AI searches highly vulnerable to misinformation. While legal structures may evolve to meet this challenge, it remains the case that human authors - unlike LLMs - are held to account professionally and legally for the words they write. Taking LLM copy at face value therefore could have significant ramifications for journalists and PRs alike.”

Journalists have always been time-poor, often on tight deadlines and an ever increasing requirement from their publisher to write more content than ever, whilst also being inundated with PR pitches and press releases.

Now, with AI and automation tools enabling anyone and everyone to generate and send hundreds of thousands of press releases a day, the tidal wave of pitches is swamping journalists are with low-quality, often spammy, AI-written content. Journalists are becoming increasingly sceptical and are hitting 'delete' on anything that appears remotely artificial. They can spot it a mile off.

However, it is not just replacing your PR and communications teams with AI and LLM tools that is harming your organisation's chance of getting earned media coverage and engaging with your target journalists, it is harming your reputation and presents a significant threat to your brand.

AI models are notorious for their ability to 'hallucinate' or simply make things up. The report highlights a worrying trend of pitches containing fake experts, from made-up police officers to non-existent psychiatrists, all created to serve shady SEO agencies.

60% of journalists believe Generative AI tools present a significant threat to companies' reputations. Relying on automation for your core communications is a risk most businesses can't afford to take.

The Search for Truth: Where Journalists Really Turn for Information

So, if journalists are tuning out AI, where are they getting their information? They are still relying on trusted, human-verified sources. 94% of journalists still rely on traditional search engines for research that can be relied upon.

And when asked what is the most useful source of trusted information about a company. 26% said a company's annual report and 24% said company press releases. Journalists still value good, traditional PR and corporate communications content. They are prioritising information that comes directly from the source.

The Human Advantage: Why Your Comms Team is Still Your Best Form of Attack and Defence

​

​

The core qualities of great communications — judgement, human empathy, and a commitment to the truth are characteristics that remain firmly beyond the grasp of AI, LLMs and any algorithm. Integrity cannot be automated.​

Whilst AI tools can and are excellent efficiency drivers, they are not sentient and your in-house comms team takes on a new, heightened importance. With every more noise, content, hallucinations, misinformation and frankly, AI slop, filling the void, organisations must ensure they have the right resource and team in place to work with and ensure the business journalists covering your organisation have access to accurate, verifiable information they are desperate for.

Your communications and PR team have the essential experience and skills required to monitor the public domain, challenge AI-generated falsehoods, and protect your brand from misinformation.

Trust is built and earned between people. A skilled corporate communications professional understands a journalist's needs and provides them with access to real human spokespeople, building a rapport that AI never can.

The rise of the "robojournalist" isn't happening in the way many have predicted. Instead, we're seeing the increasing value of the human journalist, who needs to critically appraise information more than ever. And to reach them, you need an authentic, knowledgeable, and strategic human communications team.

Are You Equipped with the Right PR and Communications Talent?

​

​

The temptation to cut corners with AI is understandable, but the risk to your reputation is immense. The flood of low-quality, automated content has created a golden opportunity for businesses that invest in authentic, human-led communications to truly stand out.

Building a team who can provide your business with the right strategic counsel, the media relationships and the skills to promote and defend your reputation, build trust and enhance your brand is essential.

If you’re looking to find the communications leaders, directors and managers, who can protect your brand and cut through the noise, we can help.

Explore our specialist services or Get in touch today.

​

​