Artificial Intelligence has every industry, including PR. AI is helping PR professionals to analyze large amounts of information quickly. It is also aiding in increasing PR outreach and media coverage. Today, AI can help recognize trends and insight contributing to successful PR campaigns and impactful messages to target groups. AI has improved the accuracy of tasks like media monitoring, sentiment analysis, content creation and personalized conversation. However, using AI tools has also raised ethical concerns like privacy, plagiarism and bias. Using AI tools ethically and responsibly is pertinent to utilize their maximum benefits.
Use of AI in media monitoring
The pivotal use of AI in media monitoring is to structure and classify large amounts of data using entity extraction tools to aid in media monitoring by bringing media mentions together from social media, news, review boards and blogs. It helps curate the most critical insights by identifying patterns and insights which can overwhelm if done manually. This enables PR professionals to work on vast sets of data quickly and accurately. The curated insights help them to identify trends to create effective campaigns and messages.
Benefits of AI in Sentiment Analysis
Sentiment analysis or opinion mining is recognizing the emotions expressed in texts. AI tools use natural language processing, text analysis, computational linguistics, and biometrics to systematically identify, extract, quantify, and study affective states and subjective information. AI helps to comprehend the tone of a statement, not particular words within a group of text with a negative or a positive connotation. This helps PR professionals to identify through the language of the texts the responses of the target groups towards the brand. It further helps them to determine proper brand positioning and strategies.
AI utility in content creation
The use of AI has revolutionized content creation and content development. With the help of AI, PR professionals can track customer preferences and customer personas to identify their likes and dislikes. This information further helps them to create content that resonates with customers’ liking and, in turn, increases customer engagement. AI further helps PR professionals by generating data that does not identify the right kind of content, the right channel, and the appropriate time to use it. This helps PR professionals to increase their outreach and create vital messages to reach the target audience at the right time.
Use of AI in a Personalized Conversation
AI has proved highly beneficial in personalized conversations. AI in personalized conversation is also known as Conversational AI. Conversational AI combines natural language processing (NLP) and machine learning (ML) processes with conventional, static forms of interactive technology like chatbots. Chatbots are highly beneficial for PR, especially in handling customer queries and interactions. Chatbots can fulfil routine tasks like frequently asked questions or simple customer queries. This enables PR professionals to focus more on specialized tasks. Also, chatbots help to reduce customer response time.
Ethical Use of AI in PR
It is imperative to employ ethical considerations in PR. AI has many advantages and is an excellent supporting tool; however, it also brings its own set of risks like data privacy, plagiarism, bias, etc. It is pivotal to use AI ethically. This means PR professionals must be open about using AI tools and communicate it to their clients and stakeholders. AI tools cannot replace the human touch. Over-reliance on AI tools can kill creativity and innovation. This will have a direct impact on campaigns and PR strategies. Also, setting up AI involves cost and investment, which must be an essential consideration. Finally, learning to utilize AI tools fully requires training and time. These factors must be considered before using AI tools for PR.
The PR industry is reaping significant advantages with the use of Artificial Intelligence. Today, PR professionals can assimilate and analyze large sets of data quickly and accurately with the help of AI tools. It has also benefitted PR professionals in creating more effective campaigns and content by curating insights. Though AI has many benefits, it is pivotal to consider the risks involved in over-dependence on AI tools. It is advisable to employ ethical considerations while employing AI tools in PR.
