How Leaders Are Investing In Artificial Intelligence To Improve Public Relations

While many companies spend all of their marketing dollars on digital marketing, leaders in the public relations (PR) space claim they can achieve similar or better results by combining PR with AI. Artificial intelligence (AI) and other advanced technologies have penetrated all aspects of life. in a poll Of 6,000 consumers, 33 percent responded that they believe they use AI technology; in reality, 77 percent used AI.

Public relations is often an integral part of businesses, large or small. But traditionally, most public relations operations are human-based. For example, press releases, memos, and other written communications are done by public relations specialists, either within the company or contracted through an agency.

AI is now making leaps and bounds in the PR industry, with many impressive tools on the market that use AI to enhance PR capabilities for PR agencies and businesses alike. Still, public relations has a long way to go to fully embrace AI.

Here are five ways AI can benefit from and change public relations:

Speech to text conversion

AI’s capabilities to transcribe speech can be very useful for PR teams. This technology can be a huge time saver because there is so much use of audio speech in public relations, from transcribing interviews to writing podcasts.

Public relations agents can record interviews and speeches and transcribe them using AI-based tools. Using natural language processing (NLP) technology, these tools can not only transcribe audio but also translate it without losing context.

Search and recommendation of contacts

Perhaps the biggest benefit AI can offer to PR is identifying and recommending media contacts to feature. In the State of PR 2021 report, 34 percent of public relations professionals said finding journalists is their biggest challenge. It is time consuming and often unsuccessful.

“With data analytics and language processing capabilities, AI can find and recommend contacts who are perhaps more likely to respond to PR pitches,” says Valentin Saitarli, CEO and co-founder of the AI-powered PR platform. Artificial intelligence can handle these mundane and possibly more challenging tasks, freeing up time for other important PR tasks.

Additionally, by selecting journalists and media personalities relevant to the company’s niche/industry, you increase the likelihood that your proposals will be accepted.

Predictive data analysis

Big data is transforming different industries by sifting through large amounts of data to gain actionable insights from large amounts of data. But data analysis is not limited to contact recommendations. You can also predict granular details about those contacts so PR professionals can make better decisions about what to pitch and to whom.

Predictive data analytics can also help identify PR trends and their likely success rate. This can help you modify your public relations strategy and find contacts that are likely to help you achieve your goals.

Natural language generation

AI’s natural language generation capabilities have come a long way. In 2016, the Washington Post experimented with an AI tool to cover the Rio Olympics. In 2020, the first press release written by AI was distributed.

With this technology, companies can use AI bots to write press releases and other public relations materials. As these tools learn more, they can sound more natural and relevant.

AI Fact Check

Fact-checking is arguably the most important task in news publishing. Due to the amount of data it processes, AI is able to back up all of its claims with facts.

Processing emotions in responses

The next step in AI, particularly robotics, is human emotion recognition. This application can have positive consequences for PR. By recognizing emotions and feelings, PR tools can assess what to say or write and how to handle a situation.

With language processing and facial expression recognition, AI tools can record how the public or media respond to a brand image.

Quantifying ROI in PR

Says Saitarli: “AI is truly revolutionary for PR, that’s why we created PRAI. It is an AI-powered platform designed for small and medium-sized businesses to take autonomy over their PR processes.”

Companies can use the power of AI to do most of the work in-house and generate publicity for their brands.

It’s often difficult to measure the ROI of a PR campaign, because visibility and authority tend to be impossible to quantify. However, one of the benefits of using software-based PR outreach is its ability to provide campaign metrics that help quantify campaign success.

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