With the rise of digital media, public relations became about much more than just intermittent press releases and public outreach efforts. Now, the internet connects businesses and people to the public all the time. This requires unprecedented responsiveness and oversight from PR experts who hope to sway public opinion in favor of their clients.
Fortunately, artificial intelligence algorithms are answering the need for broader public insight, automation potential, and scalable solutions within the field of public relations. These are the ways AI is changing PR as a whole.
Expanding Public Insights
First, AI is changing public relations by blowing the doors off of what is possible through data analysis and data-driven insights. The unique power of AI is its ability to analyze and learn from vast data sets, the likes of which it would take a human year to parse. Through this tool, PR experts can cultivate the massive quantities of data on hand to produce insights into their field.
Data availability is one of the many ways digital media has changed public relations, and the implications are huge where AI comes in. That’s because only AI can collate and evaluate the quantity of information that exists through social media, the internet, and more traditional forms of media. Even smart home devices, which employ an element of AI, gather data on consumers that illustrate behaviors, beliefs, and values. Companies collect this data and often sell it depending on terms of service agreements to other businesses that can turn that data into actionable insights.
All this is possible because of AI’s role in big data analytics. Big data analytics is the process of using smart tools to draw insights out of data that would be too big to understand through traditional statistical processes. AI algorithms then chart and connect data points to more simply relay a narrative to the PR expert or data professional making the analysis.
It is precisely these insights that PR professionals are applying towards a more comprehensive understanding of their audiences and clients. Data means knowledge, and each fact can translate into better PR.
Creating Automation Potential
There’s a lot of talk surrounding the negatives of AI. Primarily, nay-sayers view AI as a destructive tool that will displace workers and create a crisis of epic proportions. In PR, the threat of AI when it comes to automation is negligible, however. Instead, AI offers PR pros the tools they need to complete faster, better work.
That’s because AI is useful for streamlining tedious tasks. Smart tools can follow up with journalists, draft lists for media output, monitor social media, and even produce earnings reports. The automation potential inherent in all this work means that PR experts can cut down on day-to-day busywork. Instead, they can focus on content and tasks designed to improve their output and quality.
But you won’t have to worry about losing your job to AI. One Oxford study found that PR specialists only have an 18% chance of being replaced by robots as the technology improves, and even then, the human-focused nature of the job all but ensures long-term longevity. Rather, AI applications in PR are more a matter of producing scalable solutions as global and digital industry expands.
Providing Scalable Solutions
As mentioned, AI is now even being used to write earning reports. But that’s just the start of what AI can achieve from public-facing content. Computational power is being brought to bear on creative marketing practices and copywriting, with immeasurable potential for PR professionals in the future to scale their content and outreach efforts.
For example, Chase bank partnered with a New York-based AI company to help it with its copywriting burden. The result was a system that could write compelling copy that engaged customers more than human-produced content, in some cases all in under a second.
AI algorithms can evaluate data that even our best gut instincts can’t account for, and therefore, they have the potential to quickly produce insights that we aren’t capable of accessing on our own. As much as PR will remain a gut-based field in some respects, AI offers an elevation of understanding that can feed into bigger business.
As PR professionals adapt public solutions for digital and global media, AI is a powerful tool. This is especially the case because our social marketplace of content is all moderated by algorithms and smart functions. Searching on platforms like Google and YouTube is a process determined by a computational process. Maximizing the potential of how the public views your content requires you to understand and coordinate these tools alongside algorithms, and nothing is better for that than AI.
With the right tools, you can streamline your PR strategies on digital media. This means connecting with your target audience, generating powerful insights, and growing your client base.
Public relations is all about how the public perceives a person or business. This requires making use of the tools that public is using to evaluate their experiences and opinions. Fortunately for those in the PR industry, artificial intelligence technology is making it easier than ever to understand and adapt to the larger world of data trends and thereby more successfully ride the wave of public consensus.
As PR changes to become more insightful, automated, and bigger than ever before, consider the implications of AI in your workflow. AI can help you make the most of the online marketplace of ideas and opinions, but it’s up to you to use these tools effectively.
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