Public relations awards are a prestigious recognition of excellence, but have you ever wondered how impartial the judging process really is? Could artificial intelligence (AI) step in to create a more unbiased system? We explore in our video below how AI might revolutionize the PR awards landscape by putting AI to the test by reviewing a failed award entry. 

Public relations awards have long been a symbol of excellence, recognizing innovative campaigns, strategies, and achievements. But as with any award system, the question of fairness in the judging process is an ever-present topic of conversation. Are the right decisions always being made? Are biases creeping in? Could artificial intelligence (AI) be the answer to making award judging more impartial and reliable? 

Currently, the vast majority of PR awards are judged by human panels—people who are often peers, or even competitors, of the entrants. While many awards organizations have put safeguards in place, such as independent review processes and cross-border judging panels (like the PRCA APAC awards where judges from different countries assess submissions), it’s impossible to fully eliminate the human element. In non-profit peak bodies, for example, judges are often individuals who sit on the same committees as those submitting entries. Personal relationships, industry politics, and even unconscious biases can subtly affect outcomes.

This doesn’t mean that human judges are inherently biased or that all award decisions are flawed. However, it does raise an important question: Who else is qualified to judge?

This is where AI enters the conversation. 

Artificial intelligence has come a long way in recent years, and one of the most exciting developments is the release of GPT-o1 Preview. Unlike previous models that simply generated content based on patterns and prompts, this new version has advanced reasoning capabilities. Think of it like having a PhD-level analyst who carefully considers all aspects before delivering a verdict. This evolution in AI presents an intriguing opportunity for roles where impartiality and independence are paramount, such as award judging.

But can AI really make better decisions? Could it offer a fairer, more objective review process that minimizes bias?

AI has the potential to evaluate entries based solely on the merits of the work, without the influence of personal relationships, reputations, or industry dynamics. By focusing purely on the content and criteria, AI could deliver a verdict that’s free from any external factors. This could be a game-changer for awards in highly competitive industries like PR, where the lines between judging and competing can sometimes blur. 

To put this theory to the test, we decided to use the latest GPT-o1 Preview model to evaluate a real PR award entry that had failed to be shortlisted in a category where only one entry made the shortlist. By running this entry through the AI model, we were able to see how an AI-driven approach compared to traditional human judging.

The results were fascinating. AI looked at the entry from an entirely different perspective, offering insights and critiques that a human judge might have missed. It didn’t get bogged down in the nuances of industry relationships or subjective opinions. Instead, it delivered an analysis based on logic, reasoning, and the criteria that should ideally drive any award evaluation process.

Of course, this doesn’t mean AI is perfect or that it should entirely replace human judges. PR is a field where creativity, storytelling, and emotional impact play a huge role, and these are elements that AI is still learning to fully understand. However, AI could serve as a valuable tool in complementing the human judging process, offering a more objective second opinion or helping to identify potential biases. 

By leveraging AI, we can reduce the impact of personal relationships and biases, ensuring that the best work gets recognized for its true merit. As AI continues to evolve, it’s likely we’ll see more industries exploring how technology can enhance fairness, transparency, and trust in processes that have traditionally been the domain of humans alone.

Can AI fix the PR awards? It’s a big question, and the answer may not be as simple as “yes” or “no.” But as AI technology becomes more sophisticated, it certainly has the potential to change the way we think about judging, fairness, and recognition in Public Relations.

#ArtificialIntelligence #GPTReview #PublicRelations #PRCA #GoldenTargetAwards #PRWeek #CPRA #AIJudging #TechInPR