The practice of public relations in the Philippines is largely based on strong relationships, trust and strategic communication.
Unlike how it is practiced in the West, which is largely data-driven and automated, PR in the Philippines is face-to-face interaction-heavy: involving personal connection and managing close relationships with stakeholders.
Given the growing adoption, even clamor from some to adopt artificial intelligence (AI) in PR, we dare ask: can AI successfully integrate into and transform the highly personalized PR practice in the Philippines?
The answer is a yes and a no.
AI may potentially enhance some PR practices, but it also needs to carefully maneuver the deeply relational nature of the practice in the country.
The challenges of AI in Philippine PR
Truthfully and unabashedly, Filipino PR is a relationship-driven industry. In dealing with journalists, corporate clients, and/or government officials, who you know often is as important as what you say. Evidently, PR practitioners build trust and confidence over years through one-on-one engagements, special briefings and off-the-record conversations. Unfortunately, AI, with its automated responses and impersonal nature, cannot come close to replicating the depth and intricacies of these relationships.
In many instances, getting media coverage in the Philippines is not simply about having a good story; it is also about having the right connection and engagement. Press release distributors and other personal assistants powered by AI are simply no match to the “ties that bind” journalists and PR professionals. Moreover, Filipino journalists are still more comfortable with a human touch, whether in the form of a personal pitch or face-to-face interaction which AI cannot simply provide.
Another challenge is the continued supremacy of the traditional media in the Philippines. Despite the seeming onslaught of digital platforms, print and radio, especially TV, continue to wield considerable influence since these channels remain to be the preferred outlets of most stakeholders especially regulators and policy-makers. On top of these, current practices continue to employ and prioritize face-to-face press briefings, media luncheons and one-on-one meetings. Simply put, facetime continues to be the norm.
Thus, AI tools and programs that create content or automate outreach may not be appropriate and may be deemed ineffective in a landscape that prides itself on personal connections and exclusivity. Any self-respecting Filipino PR practitioner would tell you that veteran journalists and editors still expect authentic and highly personalized interaction and may frown upon AI-generated and distributed PR content.
AI-generated content also suffers from trust issues given the preponderance of misinformation and fake news in the Philippines. Audiences these days appear jaded claiming they can detect “soulless” content. Filipinos still prefer human stories, personalized recommendations and organic interactions.
In other words, people are still looking for culturally nuanced and sensitive content peppered with Filipino humor, sarcasm, wordplay and emotional resonance that may not be present in AI-generated content. Some people argue that AI-content appears mechanical, tone-deaf and considerably fails to connect – the main ingredient to attract Filipino readers and consumers. Given that Filipino communication is characterized as “high context” i.e. meanings are made not just through words but by tone, body language and context, AI-content may not fly at all.
Worse, AI may produce content that results in misinterpretation or borders on insensitivity that may damage the reputation of organizations instead of enhancing it.
Where Philippine PR can benefit from AI
However, AI provides useful tools for improving traditional PR approaches in the Philippines, despite the above-mentioned challenges. Instead of replacing human-driven PR, AI can improve the practice by optimizing processes. Leave the relationship-building to the PR professionals.
One of the uses for AI is in monitoring sentiments, trends even in potentially predicting crises. AI-powered social listening tools can detect emerging trends and key influencers to help PR teams create more impactful campaigns. Instead of guessing or relying on gut feel, PR professionals can leverage insights from AI-generated data to optimize their messaging and strategy.
PR teams can also utilize AI in brainstorming for content and campaigns as it could help generate numerous pitch variations or content recommendations that may be suited to various media outlets, thereby lessening time consumed on these activities. Given its capability to scan volumes of information, AI can help Filipino PR practitioners detect increases in negative sentiments which can be flagged as potential issues. For example, if an AI tool detects a surge in negative sentiments about a brand or an organization, the PR team can immediately develop the most appropriate response strategy. This way, AI enables PR practitioners to minimize the risk of reputational damage.
Other PR tasks that can be taken on by AI tools involve several administrative tasks. Performance analytics reporting, speech-to-text transcriptions, even translation can be managed and automated by AI tools. This enables PR teams to focus more on important tasks such as strategy development, content creation and media relationship building.
Given all these, the future of AI in PR practice in the Philippines is a hybrid one. AI can manage analytics and automate some administrative tasks while human PR professionals deal with storytelling, networking and reputation management.
AI will not replace the deeply personal and relationship-driven nature of PR in the Philippines. However, it can fly as a powerful tool when used strategically. The key is to merge AI’s efficiency with human intuition and cultural sensitivity. PR professionals who embrace this hybrid approach will have the edge in navigating the evolving media landscape while maintaining the personal touch that defines Filipino PR.
