Still in an early phase, but there is an emergence of automation, robotic influence. Software and technology supports, and sometimes replaces, the need for human workers.
The latter stands true in the process of media content generation. In addition to the manner in which citizens encounter and discursively interact with PR content.
Part of this process is the role of algorithms. These can be interpreted as rules that tell social media and other digital apps how to respond to data generated on the internet. For example, LinkedIn uses algorithms to determine which content is relevant for a user. It highlights contents and viewpoints which the algorithm thinks the user already agrees with and/or likes.
Data and Research
Media wise, there is already ‘automation technology’ to regularly convert financial data. This is useful for news stories on subjects such as corporate results, and future share earning estimates. Another use of algorithms in news is to automatically generate stories. For example, they can write baseball match reports based on game statistics and a set of stock phrases. According to a study, readers were unable to tell apart automated content from content written by humans.
Algorithmic Journalism
As algorithmic journalism evolves, Public Relations trends mirror it. After all, it is an industry is driven by a need to understand. PR professionals must closely monitor shifts in public attitude and behaviour. Digital technology opened up a huge flow of potentially useful data. Particularly in relation to sentiment expression on social media.
There are many different companies that seek to monetise this data. They offer analysis that assists in making sense of online content. This analysis is then used to categorise people in different, segmented clusters. Thus, enabling the automation of closely targeted content creation and broadcast.
There are also programmes for ‘online persona management’. They create feasible online personas that are able to comment their opinions on newspaper websites. These misleadingly appear to come from real people. Communicators are also using algorithms alongside ‘nudge’ theories to design online interactions. These include content that prompts the public into making ‘better’ decisions in areas such as health and personal finance.
All of this reinforces the need for professional and expert PR services that provide sensemaking of this evolution, being efficient and effective in results.