PUBLIC RELATIONS
and strengthening its permeable and inter-disciplinary idiosyncrasy .
And even more so , since the critical and reflexive current emerged , putting forward the need to first understand not only communicative processes , but also the social and organizational context in which they develop . Public relations is a piece of some whole . The challenge is to continue to search to discover the whole and public relations ’ place in it .
The emerging relationship between Strategic Intelligence and Public Relations
There is an emerging relationship between strategic intelligence and public relations that , in my opinion , emphasizes the need to make progress in reconfiguring public relations , using the convergence and reciprocity between both disciplines to face the challenges of the technological revolution .
The conceptualization of this intelligence discipline is based on the notion of change ( understanding it as the ability to predict and react faster and more effectively to upcoming changes ). This function is essential today for public relations , as it allows addressing the need to offer a thoughtful organizational response to changing conditions and to address challenges from the environment or from stakeholders in the technological context .
To this end , the functions of communication and public relations are exercised following a professional , ethical and socially responsible philosophy given their ability to build social realities , and to create shared meaning . Thus , these technologies , mostly centered on AI , are only useful if they are used to complement and strengthen human capabilities . Otherwise , they can actually do more harm than good .
“ The growth in activity stemming from digital platforms and the explosion of AI and big data represents an opportunity for public relations to adapt to the technological context , strengthening the idea of hybridizing concepts linked to relations and intelligence . ”
In fact , though applying them to communication management can create opportunities , they are not without risks . In this way , risk prevention and need for anticipation become intrinsic to PR and play a crucial role in the research and analysis phases of the generalized strategic management of public relations .
Therefore , the growth in activity stemming from digital platforms and the explosion of AI and big data represents an opportunity for public relations to adapt to the technological context , strengthening the idea of hybridizing concepts linked to relations and intelligence .
However , I believe that one needs to recognize and understand the controversial implications that characterize the complexity , diversity and scope of the multiple uses of AI in public relations practice . Additionally , public relations practitioners must not forget either the capacity for dialogue with stakeholders , thus leading to a threedimensional application of the notion of intelligence in public relations - based on the activities of diagnosing public relations problems ; scanning the business environment and meeting with and advising the organizational leadership .
Through the hybridization of concepts of public relations and strategic intelligence , we are updating and re-signifying the practice of public relations in the 21st century , especially in this context of fourth technological revolution , because , based on their initial conceptualizations , they add value to organizational decision-making .
Similarly , the anticipatory function of public relations is not new . Since the 1970s , public relations has developed a consolidated function of conflict prevention and active listening of the environment . It has specialized in identifying , analyzing and monitoring strategic issues to respond to changes in the environment and manage relations with the public and society in general .
The question now is to be able to take advantage , at the rate imposed by universe 4.0 , of the systemic , predictive and technological potential of strategic intelligence and incorporate its maxim : “ being able to give the right information , to the right people , at the time opportune to make successful decisions ” as a competitive advantage of the public relations of the future .
The 4.0 universe is , in my view , an opportunity to investigate and reflect on the past , present and future of the discipline of public relations . ■
Irene Mbonge is the Group Head , Corporate Communication & Public Affairs at CPF Group . Talk to her on this or related issues via mail at :
Mbonge . Irene @ gmail . com
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