The most important points at a glance
Yes, SMEs need clear approval rules as soon as content is created with AI. The AI itself is not the main problem, but unclear responsibilities, missing review, and media breaks between draft and publication. Whoever in public relations decides who checks what, when it is released, and which content never goes out without human control reduces errors and keeps the communications policy consistent.
What we keep noticing in practice: most errors occur not in writing but in forwarding. A good draft can lose tone, factual accuracy, and approval boundaries on the way from idea to publication. That is why P2 Kommunikation AG views communications policy not as paper but as a working routine.
What must the communications policy regulate in public relations?
For AI-assisted content, three clear points are essential: who may create AI content, who reviews it technically, and who gives final approval. It also matters which content is particularly sensitive, such as media responses, price statements, references, or external positions. Without these guardrails, public relations quickly becomes inconsistent, even if texts look linguistically clean.
- Creation: Who may use AI for drafts, social posts, or website texts?
- Review: Who checks facts, tone, and approval capability?
- Approval: Who bears final responsibility before publication?
- Restricted zones: Which content must never be published without human control?
- Documentation: Where is it recorded what was approved and in which version?
Why good AI texts alone are not enough?
Contrary to common belief, a well-phrased AI text is not automatically publication-ready content. Especially in public relations, critical points are often invisible: a wrong product name, too strong a promise, an imprecise statement about the website, or a sentence that makes internal sense but external to be exploitable. The quality is therefore shown only in the approval, not in the first draft.
| Content type | Typical risk | Approval needed |
|---|---|---|
| Social Post | Tone seems appropriate, but statement is too generic | Technical check and brand check |
| Website text | Incorrect or too smooth performance promises | Facts check and SEO review |
| Landing page | Unclear boundary to offer and target audience | Marketing and legal approval |
| Media responses | Too direct or ambiguous phrasing | Line of command and final approval |
For P2 Kommunikation AG it is especially important that approval does not start only at the end. When content for websites, landing pages, or social media is AI-generated, review should begin at the first substantive draft. Otherwise, every correction costs double time because text, statement, and purpose must be adjusted simultaneously.
What does a practical approval process look like?
A functioning process is short, repeatable, and unambiguous. In practice, a sequence of draft, technical review, communications review, and final approval proves effective. The more sensitive the content, the smaller the circle of people who participate in the decision.
- Create draft, internal or with AI.
- Check facts, names, numbers, and statements technically.
- Align tonality, brand image, and content goal.
- If sensitive topics, bring in a second approval level.
- Only then publish or hand over to an agency.
At P2 Kommunikation AG we often see SMEs fail because of job descriptions, not the text. If no one is clearly responsible for review and approval, content stalls or is published too early. A clean communications policy thus saves not only risks but also daily questions.
P2 invites you to a Fürobebier with the KMU Association Biel/Bienne.
Which rules are particularly important for websites and landing pages?
For websites and landing pages, it’s not just about approval but the long-term impact of a sentence. What seems useful as a simplification today can cause misunderstandings later because the page remains visible and is often cited internally. Therefore, website texts usually require stricter rules than a single social post.
| Area | When to review strictly? | Why |
|---|---|---|
| Homepage | Always | High visibility and lasting impact |
| Landing page | Always for campaigns | Every sentence influences conversion and expectation |
| Social media | For industry and product statements | Fast publication increases the risk of errors |
| Media responses | Always | External quotes tend to spread easily |
Frequently asked questions
Do we always need to label AI content as such?
Who should have the final approval in a SME?
What about external agencies when they work with AI?
Which content should never go online without human review?
If you are revising the communications policy now, do not start with the tool but with responsibility. First define who in your public relations checks, approves, and documents, and then decide where AI may speed up the process. This is where stable rules for social media, websites, and media relations are created.
For SMEs this is the crucial point: not the quantity of AI texts determines success, but the quality of the approval. Those who organize public relations with a clear communications policy publish faster and with less risk.
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P2 Kommunikation AG, Biel/Bienne