The impact of AI on PR is increasingly significant. But fear not:AI and PR can go hand in hand.
AI can assist in managing and monitoring communications, identifying potential problems, and most importantly, generating content. AI technology is constantly evolving and shows no signs of slowing down.
Just look at the recent innovations launched by what is the world’s most popular AI service, ChatGPT.
In this article we will examine what AI is and explain all about how AI is also changing the public relations industry.
What is AI and how does it impact businesses? The use cases of AI in PR
You are probably already using AI in your daily life. When you ask Alexa to play Spotify, use the sat-nav to reach your destination, or simply do a basic grammar check on an email before sending it, you are already harnessing the power of AI.
AI intervenes in multiple areas of our lives, and AI in public relations has made great strides in recent years. We are only beginning to discover its potential in the corporate world.
For example, think about the usefulness of AI in content creation. It can help you produce high-quality text with minimal input. AI is also used for marketing campaigns, customer service responses, strategic planning, and many other business functions.
The use cases of AI in PR.
Recent developments in AI-based PR have generated both excitement and fear. AI regularly appears among the latest PR trends and shows no signs of slowing down. AI could help you create new content and maintain existing content. As we all know, content is critical for search engine optimization (SEO). AI can help automate the process.
With more and more companies implementing automation technology, those who join early will have a great advantage. By using AI to automate certain tasks, teams will have more time to devote to projects that support growth.
Here are 20 ways artificial intelligence can be used in public relations.
- Infographic for ideas and inspiration
- Creating press releases and reports
- Creation of presslists
- Video creation
- Video monitoring
- Replies by e-mail
- Rapid decision making
- Audience analysis and media analysis
- Reputation management
- Communication during crises
- Media monitoring
- Predictive analysis
- Social media management
- Attribution for media obtained
- Budgeting
- Chatbot
- Speech transcription applications
- AI-assisted recommendations
- Identifying influencers
- General time saving
We tend to fear what we do not understand. But the more we learn, the more comfortable we become and the more we see the value of what AI can offer. Doing nothing is not an option.
But how can we learn? We need to understand technology, even as a creative industry. It is important to note that AI will not completely replace PR professionals.
Many human elements, such as relationship building and good people management, are still absent in AI. And data is just data and still needs to be interpreted. No doubt, there are also ethical issues to consider.
PR is an intersection of several things:writing, strategy, critical thinking, etc. People already derive value from it. Companies need to be brave and bold. People with specific skills in the field and knowledge of AI could benefit enormously. Argumentatively, PR professionals are the ones who are in the best position to use it. As professionals, we have already been slow to adopt SEO and digital PR. Its successful implementation is an existential matter. AI in PR is here to stay.
Article by Francesca Caon, owner of CAON Public Relations, a communications and public relations agency in Milan, Italy.