AI Sparks Debate as Media and PR Experts Weigh the Future of Ethics and Innovation
Shown left to right are Alex Maragos of NBC 5 Chicago; Renee Mailhiot, senior vice president, media, Edelman; and Nick Smith, Midwest correspondent, NewsNation. Photo courtesy of Doug Nguyen
The pros and cons of artificial intelligence (AI) were among top trends this past year analyzed by a panel of media and PR professionals at a recent gathering of the Publicity Club of Chicago (PCC).
Panel members included Renee Mailhiot, senior vice president, media, Edelman; Nick Smith, Midwest correspondent, NewsNation and Alex Maragos, reporter, NBC 5 Chicago. Serving as moderator was PCC Executive Director Tweed Thornton.
"AI can be helpful with say, starting drafts of a pitch or giving journalists to pitch to or helping with background research, but it absolutely needs a heavy human hand in the process and should simply be used as a tool," Mailhiot maintains.
She adds that there is a way to embrace AI and namely ChatGPT in the communications industry, but it must be done diligently and smartly--with transparency key at all times.
Both Smith and Maragos agree that AI must be used by journalists and PR people in an ethical way.
Smith notes that it is currently used at NewsNation for graphics, web design and to create eye catching visuals.
"However, we don't utilize artificial intelligence in the gathering or delivery of the news," he states.
Noting that NBC 5 and other media are in the trust business, Maragos also emphasizes the need to be transparent with viewers.
"AI will undoubtedly grow in the years ahead, so we'll have to see where it goes," he says.
In addition, the panel commented on the impact of social media in 2024.
Mailhiot observes that social media platforms are shifting.
"X, for example, doesn't seem to be the place it once was, especially for media and brands alike," she says. "It's less trustworthy and also more dangerous with what's on there for brand safety, and we suspect folks will continue to fragment and migrate to other platforms accordingly."
She points out that continuing to be culturally relevant is key for brands that want positive media coverage.
"The bar is higher than ever, so coming up with clever and of-the-moment ideas will allow brands to earn attention in meaningful ways."
Key events that occurred in 2024 also were covered by the panelists.
Maragos who reported on the Summer Olympics weighed in on Chicago's hosting of the NASCAR race and Democratic National Convention.
"Both were highly successful and clearly illustrated that Chicago can handle big -time events," he maintains.
Pointing out how much attention the election received, Smith observes that the country appears to have accepted the results and is moving on.
"I sense that Americans are experiencing a kind of peace in the aftermath of the election, and I don't think we will have another January 6 type situation in 2025," he maintains.
