There’s a branch in public relations that often goes overlooked, that important emergency button used in the most dire of circumstances, that usually isn’t thought of until absolutely necessary. While companies tend to avoid the thought of crisis PR, public facing crises are an inevitable part of any company’s future. While crisis PR is often overlooked, it is a fast-paced, high-stakes field that takes years to understand and even more to master. As the landscape of business-customer interactions have changed over the past several decades, so too have the needs of crisis PR actors.
If we take a look at some of the crises facing modern businesses, it becomes apparent that crisis PR is no longer just an important back-pocket tool for when a crisis might arise, but an ever-evolving constant that should be utilized to mitigate risks as they develop. Although we are hardly through the first few years of the 2020’s, the landscape of business and technology has changed dramatically during the decade. The meteoric rise of social media apps like TikTok have made public-facing companies even more vulnerable to crises, as negative press can spread like wildfire more so than ever before. In addition to social media communication allowing for constant contact between potential consumers, technology is playing a new, unique role in shaping modern day crises.
Artificial intelligence has had a groundbreaking year. Breakthroughs in AI have brought the power of technology to a level previously only thought to be possible through science fiction, and that power has only recently been made available to the general public. With these extraordinary breakthroughs come changes throughout all parts of our society, and public relations is no different. Earlier this year the apparel brand, Levi’s, experienced backlash for its use of Ai-generated models to display new clothing on its website. The intention, as Levi’s stated, was to generate inclusivity by using AI-generated models of all backgrounds. The crisis began when customers began to ask if it was really inclusive to remove all diverse models from its website in favor of AI-generated mimicry.
In response, Levi’s has restated its position, claiming that AI models are not the sole solution to problems of inclusion, but has not changed its plans to use AI models for its website.
The lessons we can take away from Levi’s are less in its response to the backlash, and more in the greater picture this paints for PR professionals. In a world where information can be disseminated online at incomprehensible speeds, advances in technology and the use of AI should keep crisis PR professionals on high-alert. This is not the same as other potentially controversial decisions a company could make. As AI presents new ethical challenges to humanity, it does the same to businesses hoping to use it.
The use of AI in any company should be assessed by crisis PR professionals who are well-versed in both the company’s reputation and their clients’ potential views on artificial intelligence. The worlds of technology and crisis are changing, and public relations professionals are no exception to that.
Thankfully, there are ways to assess the public’s opinion of AI use. Where Levi’s went wrong was by appearing blind to the real reason behind DEI, and presumably using AI as a shortcut to real diversity. When consumers didn’t agree, Levi’s didn’t equivocate. Instead, companies should look at AI as a tool to promote professional goals within their offices, using AI for efficiency without overlooking the human aspects of their missions.
Ultimately, consumers are still human and while AI has exploded into the cultural zeitgeist, the populus is still wary of its use. PR professionals should keep this in mind when considering AI’s use and the ethical implications. Technology has changed PR and its cousin, crisis communications, immeasurably over the last several decades, but just as quickly as AI changes, so too must the professionals who use it.