Written for Fashion & Beauty Monitor
The rapid maturation of artificial intelligence (AI) has triggered a notable shift in how PR and marketing strategies are constructed and executed that is only set to continue to grow. What was once the stuff of science fiction can now be very much a part of every day life, with technological advancements driving efficiencies and elevating the communications game.
Whilst this may be daunting for some, with many novel practices experiencing some resistance from more traditional career PRs, there are many ways in which AI and automation can be used in public relations to streamline efficiencies and optimise workflow.
The following post will look at some of the ways AI can be integrated into PR practice to future-proof strategy and campaigns in today’s industry.
Chatbots
One of the first interactive AI technologies to become commonplace in ecommerce and customer service was the humble chatbot. Businesses successfully utilise chatbots to answer questions and make product recommendations based on customer need, as well as using them to automate certain tasks such as sending blanket messages. The intel collected by brand chatbots can be leveraged by PRs to improve satisfaction, develop product, respond to demand and address sentiment.
Social Calendars
Another widely adopted AI tool is a social media content calendar. Various platforms offer scheduling tools and dashboards for PRs and social media execs to manage all their social channels in one place and easily pre-load content across platforms. Outside of the automated scheduling, content calendars are increasingly integrating more advanced AI workflow and intuitive tools such as copy assistance, suggested scheduling, template creation and data-led tips for optimisation.
Asset Creation
Generative AI is one of the biggest methods of AI induction into public relations. With image software like DALL-E and Midjourney, PRs can enter hints to produce original images for campaign artwork, posters, packaging or advertising. AI can handle the entire process from ideation to editing at speed, freeing up members of the team for other tasks. What PRs have to be aware of is the copyright law of certain images to ensure no existing work is infringed upon. These tools could also help create original assets such as memes or infographics for social purpose.
Media Monitoring
Once campaigns have launched, AI can sift through data on the internet in seconds to compile coverage reports, looking for particular brand or keyword mentions so publicists don’t have to do it manually. Technology is also able to provide data analytics on that coverage in real-time, which is essential for PRs in presenting post-campaign overviews and analyses. This also covers social listening, which can offer brands key knowledge around sentiment and perception, highlighting what is working, along with areas to improve – which is part and parcel of reputation management on the whole. This type of monitoring could also alert brands to any early signs of potential risk, conflict or crisis based on discussions or rising negativity.
Market Research
It pays to get up close and personal with your target audience when building any PR campaign. AI has an inherent ability to analyse and interpret large volumes of data, fast, providing insight on audience patterns and behaviours over time. Once PRs know their consumers inside and out, they will be able to create more targeted and personalised activations more likely to resonate. PRs can invest in AI-powered market intelligence software that provides qualitative responses or predictive analysis from target markets that could shape future strategy. It can also offer competitor intelligence and real time trend analysis to support campaigns.
Content
Another functionality of generative AI tools is to aid with content creation and the pitching process. For example, chopping up press releases into bitesize elevator pitches, crafting snappy, engaging copy for media outreach emails, or providing templates for influencer pitches. With tools such as ChatGPT, brands can create social media captions, speeches, blog posts, press releases, interview questions, and email templates based on prompts.
Overall, artificial intelligence and computer optimisation has the potential to transform the PR industry in terms of day-to-day tasks, time and manpower. However, the essence of public relations is based around an irreplicable human touch, human interest, storytelling and emotional nuance. AI shouldn’t be viewed as a replacement for PR professionals or account management teams, but instead a formidable aid to supplement and support the skills of trained publicity and communications professionals. Much of the practice revolves around creativity, innovation and building relationships and personal connections – which are not elements a computer can recreate without real people keeping a watchful and close eye.
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