The Smart Communications Podcast: Episode 173 Summary

Title: How Can You Use AI for Strategic Communications?
Host: Claire Taylor Hansen
Guest: Alexandra M. Merceran
Release Date: October 30, 2024

Introduction

In Episode 173 of The Smart Communications Podcast, host Claire Taylor Hansen engages in a deep conversation with Alexandra M. Merceran, Executive Vice President at Rubenstein and an award-winning lecturer in Strategic Communication at Columbia University. The episode delves into the integration of Artificial Intelligence (AI) in strategic communications, particularly focusing on its impact on nonprofit organizations.

Guest Background

[00:16] Claire Taylor Hansen:
Claire introduces Alexandra, highlighting her extensive experience spanning over two decades in communications for mission-driven organizations. Alexandra’s expertise lies in reputation management and audience engagement, making her a pivotal voice in understanding AI’s role in strategic communications.

Evolution of AI in Communications

[02:34] Alexandra M. Merceran:
Alexandra reflects on the past five years, noting that while adapting to new technologies like mobile apps and social media has been customary, AI represents a paradigm shift in communication strategies.

“AI is really proven to be different. It's not one new thing, it's a new approach to everything.”
She emphasizes the rapid development of AI since 2020 and the pivotal moment in 2023 with the launch of ChatGPT, which democratized access to AI tools. Organizations have since been navigating adoption, experimentation, and building structures to manage AI’s risks and challenges.

Implications of AI on Nonprofit Communications

[05:20] Alexandra M. Merceran:
Alexandra identifies three primary implications of AI for nonprofits:

1. Tool Selection and Integration:
   Nonprofits must decide between using commercially available AI tools (e.g., ChatGPT, Gemini, Claude Copilot) or investing in proprietary large language models to address concerns like privacy and security.

   “We're never going to exist in a world where these tools are not here, where they are not a part of our work.”

2. Resource Maximization:
   AI serves as a resource multiplier, enabling nonprofits to do more with limited staff by automating labor-intensive tasks. This enhances efficiency and allows staff to focus on strategic initiatives.

3. Audience Engagement:
   As audiences increasingly use AI to gather information, nonprofits must ensure their messages are accurately represented across AI platforms.

   “All the Content that you create now is ending up in this additional place, these generative AI tools that will soon become an important part of people's learning about both your organization and the causes you support.”

Opportunities and Risks of AI in Communications

Opportunities:

[09:47] Alexandra M. Merceran:
Alexandra outlines five key uses of AI that can benefit nonprofit communications:

1. Brainstorming and Research:
   AI can expedite the ideation process and provide comprehensive research assistance.

2. Content Creation:
   Tools like ChatGPT and Dall-E facilitate the creation of written content, images, videos, and audio, significantly reducing the time required for these tasks.

   “If I do it with Claude or ChatGPT, it takes me five [minutes].”

3. Data Analysis:
   AI can analyze large datasets to glean insights, aiding in strategic decision-making.

4. Personal Productivity:
   AI-driven tools like Microsoft Copilot and Zoom’s AI features enhance personal efficiency by automating note-taking and meeting transcriptions.

5. Content Transformation:
   AI can repurpose existing content for different formats, such as summarizing presentations or converting paragraphs into email invitations.

Risks and Ethical Concerns:

1. AI Hallucinations:
   AI tools may generate inaccurate or fabricated information, known as "AI hallucinations."

   “AI hallucination is used as a broad term to sort of categorize all of the ways in which these AI tools just make stuff up.” [13:38]

2. Human Error:
   Misuse or misunderstanding of AI tools can lead to errors, such as inadvertently sharing sensitive information.

3. Ethical Complications:
   Concerns include content ownership, bias in AI-generated results, environmental impacts of large language models, and transparency in how AI algorithms operate.

4. Privacy and Security:
   Ensuring the protection of organizational and personal data when using AI tools is paramount.

[13:08] Alexandra M. Merceran:
Alexandra stresses the importance of fact-checking and implementing strict usage policies to mitigate these risks.

“Triple check any statement of facts, particularly dates.”

Practical Tips for Nonprofits Integrating AI

[16:15] Alexandra M. Merceran:
Alexandra offers a strategic approach for nonprofits considering AI adoption:

1. Identify Use Cases:
   Determine which repetitive or time-consuming tasks can benefit from AI integration, such as drafting emails, generating first drafts, or conducting research.

2. Assess Risks:
   Develop policies that outline ethical guidelines, usage protocols, and safeguards against potential AI misuse.

3. Select Appropriate Tools:
   Choose AI tools that align with the organization’s specific needs and budget. Investing in paid subscriptions can offer enhanced security features.

4. Designate AI Champions:
   Empower enthusiastic staff members to lead AI initiatives and provide training, ensuring effective implementation and advocacy within the organization.

Practical Examples:

[19:18] Alexandra M. Merceran:
Alexandra shares her personal strategies for leveraging AI:

• Using ChatGPT as a Coaching Tool:
  Before initiating projects, she consults ChatGPT to validate her approach and ensure comprehensiveness.
• Content Transformation with Claude:
  She transforms written content into various formats, such as summarizing presentations or creating email invitations, significantly reducing preparation time.

“It takes me five [minutes]. So again, trying to find these just little efficiencies that you can add to your day.”

Final Thoughts and Recommendations

[20:50] Alexandra M. Merceran:
Alexandra advises nonprofits to start small with AI adoption:

“Find something small that AI can help you do personally in your day-to-day work and build from there.”

She emphasizes that firsthand experience is crucial for understanding AI’s potential and navigating its challenges effectively.

Conclusion

Claire Taylor Hansen wraps up the episode by encouraging listeners to explore AI tools thoughtfully, balancing enthusiasm with mindfulness of ethical considerations. The conversation underscores AI’s transformative potential in nonprofit communications while highlighting the necessity for strategic planning and responsible usage.

For more insights and resources on strategic communications for nonprofits, connect with Big Duck at transcript@bigduck.com.

Key Takeaways

• AI as a Strategic Tool: AI is not just another technology but a fundamental shift in how organizations approach communications.
• Resource Optimization: Nonprofits can leverage AI to maximize limited resources, enhancing efficiency and impact.
• Ethical Responsibility: Implementing AI requires careful consideration of ethical issues, including accuracy, bias, and privacy.
• Gradual Integration: Starting with small, manageable AI applications can help organizations build confidence and expertise.
• Continuous Learning: Ongoing training and adaptation are essential as AI tools and their applications continue to evolve.

Notable Quotes

• Alexandra M. Merceran:
  “AI is really proven to be different. It's not one new thing, it's a new approach to everything.” [02:34]

• Alexandra M. Merceran:
  “We're never going to exist in a world where these tools are not here, where they are not a part of our work.” [05:20]

• Alexandra M. Merceran:
  “AI hallucination is used as a broad term to sort of categorize all of the ways in which these AI tools just make stuff up.” [13:38]

• Alexandra M. Merceran:
  “It takes me five [minutes]. So again, trying to find these just little efficiencies that you can add to your day.” [19:18]

• Alexandra M. Merceran:
  “Find something small that AI can help you do personally in your day-to-day work and build from there.” [20:50]

This comprehensive summary encapsulates the core discussions of Episode 173, providing nonprofit leaders with valuable insights into harnessing AI for strategic communications while navigating its complexities responsibly.