The public relations industry is changing at an unprecedented pace. But what is the status of AI and PR?
It’s no secret that artificial intelligence (AI) has weaved its way into PR strategies and this integration is only gaining traction. What was once a nascent technology is now reshaping how we approach communications, media relations, and potentially how we build relationships.
The New Power Couple: AI and PR
Gone are the days of painstakingly building media lists by hand. Now PR professionals save time by crafting highly-targeted media pitches with a few keystrokes. According to Prowly’s State of PR Technology, more than half of communications professionals used AI technology to make their jobs more efficient in 2023.
That’s just the start. AI and PR, when used strategically, form a symbiotic relationship. This means PR firms can spend less time on repetitive tasks and more time strategizing on behalf of your company.
Streamlining PR Efforts with AI
AI swoops in as a valuable assistant to automate tasks, freeing up time for more strategic initiatives. An example is scheduling social media posts and tracking engagement metrics – all automated with AI tools.
There are also social listening AI tools that help track online brand sentiment and analyze brand performance across multiple platforms.
A Creative Robot?
Public relations folks are expected to think creatively. But, sometimes we hit the wall. Can robots be creative? It depends. Artificial Intelligence constantly evolves. While generative AI tools can do many things, they can also help brainstorm creative headlines, research, and content creation.
AI can quickly analyze data to find trends. This helps PR professionals understand public sentiment and make informed decisions about messaging and campaigns. But AI isn’t just about data. It can also help with the creative side of PR.
Content Creation Gets a Boost
AI is a game-changer when it comes to content creation aids. However, a good PR firm will fact-check AI-generated content before hitting publish. Further, your seasoned PR pros know that content must be human-generated to please search engines and use AI writers sparingly.
Data-Driven Insights: The AI Advantage
Public relations have always been about understanding audiences. AI enhances that understanding.
For example, a PR team can now use AI machine learning to track and analyze large quantities of data, providing insight into sentiment analysis, and identifying patterns much quicker than a human. Tools also can provide in-depth reporting and media monitoring, making it easier for PR pros to evaluate the impact of campaigns.
FAQs About AI and PR
How Can AI Be Used for PR?
AI revolutionizes PR through automation (media list building, social media), content generation (press release drafts, creating social media posts), data-driven insights (sentiment analysis, trend identification), and more. It frees PR pros from mundane tasks, letting them focus on strategy and building relationships.
How is AI Affecting PR?
AI transforms PR by automating tasks, generating content, and providing deep data analysis for more effective communication strategies. While some express concerns about AI replacing human roles, many recognize its potential to enhance PR efforts and allow PR pros to concentrate on more strategic and creative work. This can change public relations for PR agencies, B2B PR companies, and anyone using a public relations company for their PR marketing.
How is Generative AI Used in Public Relations?
In public relations, professionals leverage generative AI to automate tracking, to craft compelling press release headlines, to track data, and even produce creative content such as social media posts. Public relations professionals are learning AI and see all the different ways they can improve their PR efforts.
Conclusion
The fusion of AI and PR isn’t about replacing humans; it’s about enhancing human capabilities. By embracing AI’s strengths while remaining mindful of its limitations, PR pros are ushering in a new era of strategic communication. So as the line blurs between data analysis and creativity, one thing remains certain – the future of PR is about leveraging AI to its full potential while keeping the “human” in “human connection.”
Looking for help with PR — including strategy, media relations, content marketing and analyst relations? Mercury Global Partners is an award-winning PR firm focused on emerging tech. Get in touch at hello@wearemgp.com to discuss your PR needs and goals.