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DEC 2021
The ability of a digital computer or a computer-controlled robot to execute tasks ordinarily performed by intelligent beings is referred to as Artificial Intelligence. The term refers to a project aiming at developing systems with human-like cognitive capacities, such as the ability to reason, comprehend meaning, generalize, and learn from previous experiences. It is a broad field of computer science that focuses on creating intelligent machines that can accomplish activities that would normally need human intelligence. In recent times, there has been a steep rise in the application of Artificial Intelligence in Public Relations as well as other fields revolving around communication. While it is still a controversial topic, developments in the field have inspired Public Relations professionals to come forward and adopt it more regularly in their day-to-day practices.
This new partnership between humans and intelligent machines is allowing Public Relations professionals all around the world to design data-driven campaigns, automate repetitive activities, analyze online conversations, foresee a crisis, and even create personalized content. While the human touch will consistently win out, there are various manners by which we would all be able to utilize Artificial Intelligence (AI) to run more productive and compelling Public Relations campaigns.
How to Leverage the Use of Artificial Intelligence
Gathering relevant information and content
Employees in the PR businesses must continually be up to date on the newest trends and news, which can be a difficult task due to the sheer number of information available or being slowed down by irrelevant information. Firms will be able to scan through all of the material available across any digital platform at rapid speed, pulling out any content that is important to their clients by programming the bot to search for specific terms or phrases, thanks to Artificial Intelligence. This will ensure that the PR firm has access to only the relevant content.
Tracking Media Coverage
Artificial Intelligence can likewise be utilized by PR firms to track media coverage secured for their clients as well as do competition mapping of a PR firm’s competitors or their clients’ competitors.
Data Collection
Artificial Intelligence can be utilized to follow media inclusions and coverage for your customers by perusing news items, just as to follow any patterns in subjects that the PR firm wishes to know about. AI is capable of determining the best time of the day for social media posts, press releases and other avenues of engagement with their target group by keeping a close eye on when people are interacting with the information and which platform or means of communication receives the most interaction, thanks to its automated process of scanning information. This will give data that the PR firm can use in the future to ensure that they are arriving at their objective customer base in the best manner conceivable. The information gathered can assist PR professionals in making recommendations about which channels to use to spread their message and how to devise effective strategies.
Artificial Intelligence has a wide range of uses in Public Relations that is not just limited to information scanning and data sorting. It can be used to make preliminary press releases and even develop websites by programming the bot to gather and compile data using proven methods. AI also helps identify the most significant stuff to include in a press release based on audience interaction and adapt future press releases based on data analysis to grab and hold the audience’s attention.
The bottom line
The Public Relations sector is gradually but steadily adapting to new technologies. Agencies and firms have begun to use AI in their day-to-day operations in order to realize its full potential, streamline client processes, and create new experiences that add value to their clients. It is already helping with jobs like composing reports, drafting emails from a press release, writing and sending press notes, translating speech-to-text, and creating hyper-targeted media lists, to name a few. Robotic process automation (RPA) and machine learning (ML) as a whole are providing value to the PR activities and strategies by reducing repetitive activities and thereby speeding up human success. The benefits of AI in PR are vast, and new applications are being discovered all the time as the technology advances and evolves in response to businesses’ demands.
