Artificial intelligence (AI) is rapidly transforming a wide range of industries and the public relations (PR) industry is no exception.
Nevertheless, the effect of AI is still a topic that is often avoided – but should it be? As far as we’re concerned, the answer is ‘no’.
We believe that new technology like AI should not detract from the expertise of PR professionals. In fact, when used in the right way, AI can strengthen the outputs and enhance the work of many, delivering high-quality, data-driven results for clients.
We recently attended the global webinar “AI in PR” by The P World to learn how we can lead our teams through this period of disruption and how AI can enhance our roles as PR professionals in our day-to-day activities.
Here are some of the key takeaways from the webinar:
AI can be used to analyse large amounts of data to identify trends and opportunities. This can help PR professionals better understand their target audience and develop more effective PR campaigns.
AI can be used to personalise outreach to journalists and other influencers. This can help PR professionals build relationships and get their message heard.
AI can be used to measure the results of PR campaigns. This can help PR professionals track campaign progress and make necessary adjustments in a timely fashion.
The use of AI in public relations is still in its early stages, but it is clear that it has the potential to revolutionise the industry. As AI technology continues to develop, PR professionals will need to adapt and embrace these new tools in order to stay ahead of the curve.
Of course, there are also some challenges associated with using AI for public relations purposes. These include:
The need for human expertise
AI is not a replacement for human expertise or experience. PR professionals still need to have a deep understanding of the industry, the ability to think creatively and to relate to and work with their clients.
The risk of bias
AI algorithms can be biased, which can lead to inaccurate or unfair results.
The need for privacy protection
Agencies or organisations need to be careful about how they use AI to collect and store data, as they have a responsibility to protect the privacy of their clients, customers and stakeholders.
Despite these challenges, the use of AI is a growing trend that is here to stay. While it has the potential to be a valuable tool, it is important to be aware of the challenges associated with using AI and, where necessary and appropriate, to take steps to mitigate these.
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