AI’s Takeover of PR: Evolution or Extinction?
Artificial Intelligence (AI) is every bit as thrilling as people say and absolutely lives up to the hype. It has transformed every industry and public relations is no exception. As part of this industry, we have been experiencing this shift firsthand. It is mindboggling, at times, to see how AI is reshaping our field, enhancing human capabilities and driving more effective and targeted communication strategies.
AI in action
AI is that PR partner that we didn’t know we needed. In PR, content and storytelling is extremely important, and for content, we need creative ideas and inspiration. AI has become highly effective for brainstorming ideas based on our requirements. You input your needs and it will provide you with customised story angles for enhanced messaging and communication.
The process of media outreach has also changed manifold. It is faster and better. Traditionally, we manually created media lists through extensive research, identifying and physically meeting relevant journalists, and then distributing press releases or pitching stories. Now, platforms like Prowly, Muck Rack, and Cision have automated much of this work. These tools offer comprehensive databases of journalists, allowing for quick and precise media targeting through keyword searches. Additionally, they analyse journalists’ past articles and social media activity to align our press releases with the most relevant contacts. This targeted approach not only increases the likelihood of media coverage but also builds stronger relationships with journalists by ensuring they receive content that aligns with their interests.
AI has also significantly enhanced our content creation capabilities. Tools like ChatGPT and Grammarly have completely transformed the content creation industry. You can produce high-quality content in just a few seconds, which is incredible. While fact-checking is necessary, and these tools may not always match human expertise, they significantly enhance human efficiency by helping create personalised content. These tools also suggest improvements in tone, style, and structure, ensuring our messages are clear and compelling.
One of the most useful applications of AI in PR has been data analysis and reporting. According to the State of PR Technology Report 2023 by Prowly, 41% of PR professionals struggle to demonstrate the value of their work. Analysing coverage, public sentiment, and campaign impact used to be a manual, time-consuming, and exhaustive task. Today, AI-powered tools like Cision streamline these processes, allowing us to sift through vast amounts of data in real-time. These tools provide actionable insights into media trends, audience engagement, and sentiment analysis, enabling us to make data-driven decisions with unprecedented precision.
According to Prowly’s report, more than half of PR professionals (66.6%) are now using PR tools in their workflows, while 33.4% have yet to integrate them. Agencies are leading the way, with 75.9% using them compared to 63.4% in brand teams.
How risky though?
With every revolutionary innovation, risks are involved. It is crucial to understand that these tools are our virtual assistants, not replacements for human abilities. They should be used to simplify our jobs and that’s all. PR agencies must be mindful of the data being fed into these systems to generate content for clients, as privacy and cybersecurity concerns are significant. Always double-check for accuracy and plagiarism, as these tools learn from the data we provide and might reuse it for other companies. In the survey, 37.8% of respondents said cybersecurity and privacy are huge concerns, while 63.9% identified fake news as the top threat from AI.
Let’s not forget the human touch!
Despite concerns, PR agencies are embracing AI for its ability to expedite work and streamline tedious processes. This efficiency allows us to save time and focus more on strategic aspects, such as onboarding new clients. While AI automates tasks, PR professionals will always be crucial for providing strategic insights, crafting original and compelling narratives, and maintaining the human touch that builds trust and meaningful connections. As AI evolves, it will continue to impact the PR industry, opening new opportunities for those willing to embrace this technological revolution.
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