In recent times we have witnessed the evolution of Artificial Intelligence (AI) in various sectors. Public Relations (PR) is no exception. It is therefore essential to look at the role of AI in PR.
For those less familiar, AI is a system capable of perceiving intelligence, synthesising and inferring information. It was created to help people improve their abilities.
It’s nothing new that AI can help with a variety of tasks. In the case of PR, AI can help, among many other features, to manage and monitor communications, identify potential crises, and generate content. Creating content is crucial for SEO, and AI can automate this process.
In addition, PR professionals are using AI technology to improve their communication strategy.
But how to these professionals use AI in their daily lives?
- Source of inspiration: AI makes it possible to stimulate people’s creativity. It can be used as a tool to discuss creative ideas and help create content, providing inspiration to improve your message and communication.
- Creating content: interestingly, AI technology makes it possible, through natural language processing, to create, for example, press releases, blog posts, social media posts or any other type of text.
- Research: AI has proven to be efficient in carrying out research and obtaining the desired results. This frees up PR professionals for greater human creativity, which is unique and the basis of PR.
- Media monitoring: this type of technology can track and analyse sentiment and trends to monitor the status and reach of PR campaigns, providing the data PR professionals need to, for example, avoid potential crises or correct and improve their campaigns.
- Reporting assistance: AI technology helps provide the raw data and sentiment and reaction analysis to link campaign results to the media coverage obtained, realising sales. It also provides historical data analysis, tracks market trends and the performance of PR communication campaigns to help build future budgets and assist in achieving results.
These are just some of the examples of how AI can help PR professionals.
It’s important to emphasise that this technology was created to facilitate the work of various professionals, in this case PR ones, and never with the intention of replacing their works.
These technologies are meant to go hand in hand with professionals and they must know how to make the most of them.