How is Artificial intelligence shaping public relations?

By Jean Valin APR FCPRS

In September 2023, I co-authored ‘Humans still needed-more than ever’, in which we found that close to 40% of public relations activities were assisted by AI. No activity has been totally replaced by AI. We also found a low level of adoption by professionals and a slow increase in take up of AI assisted tools, suggesting a cautious approach. A recent Microsoft study reported that adoption starts if users see an eleven minute productivity gain.

The integration of artificial intelligence (AI) into the public relations (PR) sector marks a pivotal shift in the way we, as PR professionals, provide many of our services to our clients. Here are four AI-driven capabilities that are completely changing our industry:

Content Creation: AI allows us to focus on the more strategic aspects of content creation, rather than the technical ones. It optimizes content for different platforms, ensuring impactful messages reach the right audience.
Personalized Communication: AI algorithms provide insights into consumer behaviors and preferences, allowing us to craft messages aimed at specific demographics. This ensures that each campaign resonates more profoundly with its intended audience.
Crisis Management: AI tools monitor digital correspondence in real time, helping PR teams identify potential crises before they escalate. Coupled with sentiment analysis, this equips us with responsive and effective strategies to maintain our clients’ brand reputation during tumultuous times.
Measuring Impact: Advanced analytics from AI tools offer an in-depth view of campaign performance, enabling us to refine strategies and demonstrate value.

Additionally, technology, including data analytics, digital media, automation, and AI, has become the backbone of modern PR campaigns. It allows PR professionals to connect with audiences more effectively, respond to crises with agility, and accurately measure impact. As the industry evolves, technology continues to shape the way we communicate, engage, and manage reputations.

What are some challenges of integrating technology in PR?

Integrating technology into the field of public relations (PR) brings both opportunities and challenges. Let’s delve into some of the key challenges:

Data Integration and Consolidation:

Challenge: 37% of PR professionals encounter difficulties integrating data from various platforms, making it challenging to consolidate information for a unified view.
Impact: Inconsistent data sources hinder accurate analysis and decision-making.

Media Monitoring Challenges:

Challenge: PR professionals face issues related to information quality, accuracy, and timeliness in media monitoring. Ensuring reliable and up-to-date data remains a persistent challenge.
Impact: Inaccurate or delayed information can lead to misinformed decisions and ineffective strategies.

Agility and Creativity:

Challenge: The rise of tech startups and innovative companies demands PR agencies to be more agile and creative in their approach. Adapting to rapidly changing technology landscapes can be daunting.
Impact: Staying competitive requires PR professionals to continuously innovate and think outside the box.

Ethical Considerations with AI and Automation:

Challenge: As AI and automation become integral to PR, ethical dilemmas arise. Balancing efficiency with privacy, transparency, and responsible use of technology is crucial.
Impact: Missteps can damage brand reputation and erode public trust.

Performance Measurement and ROI:

Challenge: Demonstrating the value of PR efforts to C-suite executives or clients remains a struggle. Measuring ROI accurately and attributing success to specific PR activities can be complex.
Impact: Without clear metrics, PR initiatives may be undervalued or misunderstood.

Skill Upgradation:

Challenge: PR professionals need to acquire new skills and competencies to thrive in a tech-driven environment. Understanding AI, data analytics, and digital tools is essential.
Impact: Continuous learning is necessary to stay relevant and effective.

Balancing Automation and Personalization:

Challenge: While automation streamlines tasks, maintaining personalized communication with stakeholders is critical. Striking the right balance is challenging.
Impact: Overreliance on automation can lead to impersonal interactions.

In summary, integrating technology in PR requires navigating these challenges while leveraging the benefits technology brings to enhance communication, measurement, and strategic decision-making.

The writing of this article was assisted by and Ai tool.

Jean Valin APR FCPRS, past chair and founding member of the Global Alliance and member of the North American regional council.

Article published as part of Global Alliance Technology and PR Month 2024.
Any thoughts or opinions expressed are that of the authors and not of Global Alliance.