Understanding Artificial Intelligence Part 3 - AI in Public Relations (PR)

Friends thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comment’s column. Friends’ Everything, I do or say is PR. I’m delighted to share 128th Blog titled ‘Understanding Artificial Intelligence Part 3 - AI in Public Relations (PR)’. 

Friends in my earlier blogs 126 & 127 I’ve tried to explain in brief about AI and AI in Journalism to you. In blog 128 I’ve tried  to explain AI in Public Relations to you. I hope that through my series of blogs 126, 127 & 128 on Artificial Intelligence, I’m able to share some of the insights of AI with you. It’s reported that 15% of public relations leaders use AI frequently or fairly frequently.

Friends’ Today, AI is everywhere, from turning on the TV with Alexa, asking Siri about the traffic, using auto-complete search suggestions on Google, getting personalized recommendations on Netflix, AI has taken everyday life to a whole new level even without us realizing it. Technological advancements such as Artificial Intelligence, machine learning, big data, virtual reality, and robotics are playing an increasingly great role in our everyday life. Today, we’re living in an environment which is technology-driven and witnessing that evolving technology has become one of the most prominent drivers of change and innovation.

Artificial Intelligence is basically machine learning which has the ability to mimic human intelligence and make use of big data shared by humans online (Bourne, 2019). Artificial Intelligence could be defined as “computational systems that involve algorithms, machine learning methods, natural language processing, and other techniques that operate on behalf of an individual to improve a communication outcome” (Hancock, Naaman, & Levy, 2020, p. 90).

Friends’ Artificial Intelligence has the power to automate some tedious, repetitive, and routine Public Relations work, such as writing press notes, data-driven stories, organizing and updating media lists, assisting in crisis management, and converting audio into text.  Applying AI in PR means faster results which would allow PR practitioners to meet their purposes faster too. Artificial Intelligence would allow them to process statistics and any kind of data much faster.

Artificial Intelligence would be able to make PR more efficient and will help PR professionals to make creative decisions based on data, facts, and trends, rather than relying on gut feelings. Data-driven PR campaigns could make use of Artificial Intelligence to create new experiences that can increase brand affinity. Artificial Intelligence can also facilitate in knowing the preferences, buying patterns, and habits of the consumers. Accordingly, AI can be used to create appealing content for these buyers and consumers.

Artificial Intelligence has impacted every industry including the PR industry, which is increasingly known for using innovative ways to deliver communications and marketing services quickly and cost-efficiently. Artificial Intelligence gave the PR industry opportunities to use this evolving technology for a variety of services such as written & visual content creation, ideation, social listening, market research, note taking, in-house training, making presentations, tracking influencers activities, conducting interactive promotions, automating billing, and other related activities.  Artificial Intelligence would benefit the PR & communication profession and those who adopt Artificial Intelligence technologies would certainly gain a competitive advantage. The future of the PR & communication profession would be a blend of both Artificial Intelligence technologies and human insight.

Friends’ a study published in 2018 called Humans Still Matter by Jean Valin, published by the CIPR AI Panel, explored the impact of AI on jobs in public relations industry. It used the Global Alliance Capability Framework as a benchmark. The report found that 12% of a public relations practitioner’s total skills (out of 52 skills) could be complemented or replaced by AI, predicted that it would rise to 38% by the year end. Valin concluded that fundamental human traits such as empathy, trust, humour, and relationship building couldn’t be automated. While AI has the potential to automate routine tasks, it is not yet advanced enough to replace the creativity, strategic thinking, and human interaction that are key to successful PR campaigns.

Friends’ Artificial Intelligence is having a significant impact on PR. It’s enabling PR professionals to analyze large amounts of data quickly and accurately. It also helps in identifying trends and insights and develop targeted messaging and campaigns. Artificial Intelligence is also improving the accuracy and efficiency of media monitoring and analysis. It enables PR professionals to identify and respond to emerging issues and trends more effectively. Artificial Intelligence is also allowing PR professionals to improve the effectiveness of their media outreach and engagement. It’s providing new opportunities for personalized and targeted communication, as well as real-time monitoring and analysis of media coverage and social media conversations. AI-powered chatbots and virtual assistants are also improving customer service – engagement by allowing organizations to respond quickly and effectively to customer inquiries and concerns. As per CIPR, there're 18 categories, involving 5,855 AI tools that have the potential to be applied to PR practice. 

Finally, to ensure that the opportunities presented by AI in PR are realized and that the challenges are mitigated, PR professionals should follow best practices for leveraging AI in their work. PR professionals should ensure that their use of AI is ethical and responsible. They should be transparent about their use of AI-powered tools and technologies. PR professionals should balance the use of AI-powered communication and engagement tools with human touch and emotional intelligence. PR professionals should invest in training and education to ensure that they have the skills and knowledge necessary to effectively leverage AI-powered tools and technologies. PR professionals should encourage creativity and innovation in PR strategies and campaigns, and avoid overreliance on AI-powered tools and technologies.

 

Thank you for reading the blog.

 

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