AI, Public Affairs and Communication

Today, we explore how AI is influencing public affairs and communication strategies.
Our guest is Anamaria, a public affairs and communications specialist with over 20 years of experience. She shares how AI is being applied to public communication and how it is affecting the way professionals in her field approach their work.

Key Topics Discussed:

• How AI is being integrated into public affairs and communication strategies
• The challenges of adopting AI tools in day-to-day operations
• The importance of staying agile and continuously learning new digital skills

We also explore why the ethical use of AI is becoming increasingly important for the next generation of public affairs and communications professionals, and how staying relevant in the field requires continuous adaptation and the development of new digital skills.

AI Usage Notice: In preparing this introduction and the episode transcript, AI tools were used with careful human oversight and editing. We believe in transparency regarding the use of AI in our work.

Branislava Lovre: Welcome to AImpactful. Today we will talk about AI, communication and public affairs. Our guest is Anamaria, a public affairs and communications specialist. Welcome, Anamaria.

Anamaria Corca: Thank you Branislava, It’s really a pleasure to participate in today’s discussion and so thoroughly.

Branislava Lovre:: It will be great to started by hearing how AI interconnected with your job and part of your career.

Anamaria Corca: Yes. So my career was primarily an ease in public affairs, a field that is really in at the point of transformation, like also many of our economic sectors in Europe and globally. It’s really both the passion and the profession that I have for 20 years. And within this context, I am the director of public affairs of Considerati in Latin means a reputable and this is a public affairs agency for innovators. I’m leading their public affairs office here in Brussels, Considerati Europe. And the main, let’s say, goal and what we try to achieve for our clients is to bridge building strategies and public affairs systems that connect to innovation and bring, let’s say, a connection. In a moment of digital transformation that happens across all sectors. So to do a type of public affairs that is really for innovators, we say a public affairs that is going straight into the business relevance and that considers also the impact on society. So having a balance between these two.

What we know about air communication and public affairs. What we should know is that Europe is a bit of a champion in terms of legislation. Yes. And the businesses will have to respond and provide a feedback in how they see the impact of this on the market at the economic level, because that’s also a reality. Then the same with the with society and the same also goes, I would say, for public affairs. What is for sure is that we need to manage time well. We need to keep the values that are really not to be negotiated and make the best of all of this in a balanced way. So adjust as well to all the different fears and the different feedback that will be received now and in the next in the next years until the balance is really right. But as far as legislation goes, there will have to be a roadmap, of course, and this is where the public affairs comes in, of Considerati.

Branislava Lovre: What role do you believe AI and technologies can play today in the field of communication and public affairs?

Anamaria Corca: Absolutely transformative. So those who will master tools and create efficiencies and will prove that they can be ahead and exist in this space will then be fine. Public affairs servicing, communications servicing. And also I think that’s valid at the different sectoral level for businesses. So it’s absolutely transformative. I don’t have a fixed, fixed answer yet, so we need to have the skills, I think. But we should not forget that, yes, skilled people will have priority within companies at all different sectors, but versus those who have not at all mastered the skills. So that’s for sure. One important thing to mention, but at the end, it’s still the human approach that these skilled professionals with a set of values that will be the leaders and that will have a role.

Branislava Lovre: How can companies and organizations leverage AI?

Anamaria Corca: Yes. So I can give you a concrete example here. With the flood of information of news that in our profession we public affairs, communication, legal, we have on a daily basis. Podcasts are very relevant. Yes. And the type of voice, human voice, warm voice within the podcast, which an AI tool can then put forward, does make a difference. This. So it’s I think, a positive example. It’s something that encourages, then that we have focus and attention when we listen to that piece of information, because it’s no longer possible to read absolutely everything and to stay on top of the news flow. So this is something absolutely non-controversial and a positive example emerging that the response to a need of how we live our lives every day.

Branislava Lovre: In your view, what are the most important ethical considerations, when we talk about AI?

Anamaria Corca: It’s an advice that goes not just for AI, but it’s broader. Don’t get excited about the mean and be sure content is 100% solid. So that’s very, very important and has to be repeated over and over again. Use it maybe to summarize maybe to train in prompting use it first, maybe in an experimental way before it has proof of concept. But like we ensure that when we go to a doctor, they know their profession, where we go to lawyer, they know their profession. The same responsibility has to continue to exist for our journalistic ethics, for public affairs ethics, for communication ethics. So that we are not wiping away absolutely. We’re just embracing and defining the reality in this new transformative, let’s say, in next ten years. And already this year and next year, even in the short term.

Branislava Lovre: Can you share an example of how we have used a AI.

Anamaria Corca: Yes, even several. I compared 20 plus sources at one time and tried to structure with frontier information in very solid, let’s say, framework. It’s partly with a bit of support. And the other part is still the kind of intellectual work. And it saves a lot of time to organize the different files, the different, let’s say, information infrastructure, the archives. So if you, as a person are decided about what kind of order needs to happen, then that’s it, It’s a, it will not be an AI tool that will give you this prompt you need to master this and to use it. And I would say, like with everything, like with a new book or a new field, be open about it and see a bit what it implies because it is with us and it’s going to be more with us, not less with us. So I think we need to have this lifelong learning approach and use it. So tracking tasks, ensuring faster project management. But again, the decision and what it implies take the time to understand so that you are fully on board as to what you are applying into a company or for a client.

Then very creative, maybe design images, because we’re flooded and there’s like information fatigue and news fatigue images and video will and audio will feature much more into our realities. And so if we have a story that’s is fantastic and the messages that we want out there, I think there are AI tools that can tailor and create very original images that go with that particular message. Again, with this also, there can be ethical considerations and you should not cross towards some fake news realm, of course. But that’s the case even today. If you are in a situation when we don’t want to use AI or digital tool, but you want to do your job properly. So you have to ask yourself certain questions.

Branislava Lovre: What’s the limit? How do you ensure your work maintains a human centered approach?

Anamaria Corca: The human centered approach is that the leadership absolutely is human. And then there won’t be an automation, at least as far as public affairs and communication go, that, we won’t have staff anymore. We won’t, It will be replaced with the with just an AI tool. No. So, we will have skilled people maybe using some of the tools because they are part of a vision that is a human vision. Yeah.

Branislava Lovre: Where do you see the public affairs industry heading into next five or ten years?

Anamaria Corca: So it’s gonna be in constant transformation and redefining services and the firm I think is very solid in terms of its positioning because the story of its founding is absolutely within this realm of how you serve innovators, how the different sectors, whether they want or not, they’re part of the digital world, are adapting, are navigating, are becoming and staying relevant., how they are still in tune with the societal needs. So the next five, ten years, if I have to have a prediction will be about those who adapt fast and understand in-depth and go straight touse of tools in an experimental way with all the solid values behind so that, there’s no hesitation. To provide very effective and good services. So too much hesitation, also, I don’t think it would create winners out of the public affairs and communication companies, but be on board, try out. See what suits your history, your DNA, the service offering, and understand before you take a decision of using AI tools.

Branislava Lovre: How will AI impact the work of teams?

Anamaria Corca: I think, there won’t be many changes as far as team leadership, leading a team, but encouraging people really from the heart to grow. And, they will just as much, be happy and open to learn new skills. It’s the case. It was the case then years ago that those who learned new skills, absolutely were on top of the, let’s say market. And so it continues, it’s going to continue to be the case. In terms of value, I think, transparency, ethics, good professional practice, trust. Again, it’s these are the core values within organizations. So and that won’t change.

Branislava Lovre: What advice would you give to young professionals interested in a career in a public affairs and communication.

Anamaria Corca: Learn new skills, learn new skills, as fast as possible, even if you have the best academic degree, the best Ph.D. And your professor has advised you to be cautious about digital or about AI, I would advise you to understand it as soon as possible, because it’s going to be with you and especially for this generation who are now 18, 19, 20. It’s it’s not optional, I think.

Branislava Lovre::Do have any message for the end of this interview.

Anamaria: To keep, let’s say, authenticity in everything we do. We are not revising our human nature or qualities. We have to work with this positive attitude in this very changing environment and get used to the pace of changes. That is just something normal. We don’t have to be overwhelmed and everything will be fine. So I really am optimistic.

Branislava Lovre: Thank you for your time. It was a pleasure talking with you.

Anamaria Corca: Thank you, Branislava. It’s was a pleasure.

Branislava Lovre: You’ve watched another episode of AImpactful. Thank you and see you next week.