How will Artificial Intelligence Affect the Future of PR?

AI technologies are affecting everyone, and the pandemic's impact on digital transformation is predicted to continue. According to McKinsey's Global Institute, marketing and sales will be the areas where AI applications have the most impact, despite the fact that they are being utilised to solve problems in practically every sector of the global economy. According to the research organisation, AI has the potential to raise the value of the marketing and sales business by up to $2.6 trillion. We already employ AI-powered solutions like Google Analytics to improve the effectiveness and efficiency of our operations. In theory, technological progress should lessen the stress of menial labour and improve people's jobs, hence increasing creativity. AI can become beneficial to public relations organisations, particularly when analysing massive amounts of data. Public relations firms must also be knowledgeable of and up to date on current events and fashion trends. This may be a time-consuming task for staff who have a large amount and variety of information. They may also overlook critical information or become overwhelmed by irrelevant reading. AI advancements may allow PR practitioners to devote more time to creative duties such as generating persuasive messaging or arranging effective media outreach.

AI aids businesses in quickly evaluating digital platforms and locating pertinent material. AI uses precise words and phrases that are important to its customers and business. Additionally, it can track media coverage of competitor companies and clients' competitors. This ensures that their customers reflect their brand accurately and receive adequate media attention. AI bots monitor media impressions of clients and competitors of public relations agencies. By identifying relevant data based on audience interactions which greatly aids public relations. As technology progresses, new applications are discovered and developed.

Looking at the ways that AI will affect the future of PR:

• Data management becomes simple

Data is an essential component of public relations. Furthermore, AI systems are taught to analyse, organize, and evaluate enormous data volumes. AI systems can help in the creation of fresh campaigns based on empirical research. Public relations professionals are increasingly relying on artificial intelligence to pinpoint various aspects of a successful campaign. AI makes it possible to create campaigns that are in line with the objectives and passions of the target audience. As a result, tasks like compiling media lists, distributing press releases, and keeping tabs on the media are straightforward. Therefore, it increases productivity and accuracy when performing tasks.

• AI-aided contact suggestions

Tools exist to proactively identify reporters who are writing about your industry, even though they aren't yet perfected. By using these tools, you can target the media that is most likely to cover your news rather than manually compiling traditional media lists based on categories and keyword searches.

• Predictive analytics and Sentiment analysis

Predictive analytics are PR software with a focus on forecasting the likelihood that a journalist will cover your story. Sentiment analysis software is being created to perform sophisticated sentiment analysis on social media messages, news articles, and more. This identifies and analyses whether a collection of data is favourable, negative, or neutral. These tools allow you to tailor story angles for journalists based on their interests, previous coverage, personalities, and trends.

• Natural language generation

The first press release written by AI serves as proof that machines are capable of producing content using natural language generation (NLG) and translating it into a variety of languages for wider distribution. These technologies still need to be improved, but they are progressing swiftly.

• Chatbot Support

Chatbots, which are fully equipped to deliver human-like intelligence in a discussion, are largely trained AI that assist businesses in reducing manual work. In this regard, public relations professionals can make use of AI to eliminate the need for individuals to communicate basic things with agencies and other officials. Chatbots are a surprise yet very useful tool in the world of public relations since they may simply record the communication process without affecting the overall performance of a PR professional or an agency.

To summarise, artificial intelligence can play a variety of roles in the development and advancement of public relations. PR as a field can soar high with the help of many trained specialists as long as AI supports it from the backend. Using AI-enabled software and technology, public relations and communications can become more time-efficient, effective, and successful in reaching their goals. More individuals will become aware of AI's many advantages as technology continues to improve the productivity of our working life. The time to wisely use this type of technology to benefit your company and, ultimately, the companies and brands you work on is now because it is the future.

Author:

Anindita Gupta, Co-founder, Scenic Communication