Artificial Intelligence will dramatically change PR

Technology is changing and shaping our world at a fast pace, stretching our abilities to keep up. But technological advancements present real opportunities for the communication and PR industry. As society becomes more digital, the necessity to use smart tools in PR becomes clearer. This will increasingly make use of algorithms and Artificial Intelligence (AI). AI is a broad term for many underlying fields such as natural language processing and image recognition, however a clear definition is still under discussion.  While several sectors are exploring the opportunities based on AI, this revolutionary technology is already here, and it is changing our lives in more ways that we can imagine.

AI is being adopted by companies across many industries as business sees the potential benefits of greater insights, efficiency and servicing. The drive toward AI resembles a gold rush that organizations cannot ignore. Management consulting group McKinsey forecasts that AI will add $13 trillion to the global economy by 2030.

However, studies in the communication sector indicates a lack of knowledge and direction in the field. The USC 2019 Global Communications Report showed that 86% of PR professionals and students considered themselves “somewhat” or “not at all” knowledgeable on the application of artificial intelligence in communications.

The AI opportunity for PR

The Marketing AI Institute clearly defines how AI can transform the PR industry in 11 highlights as follows:

  1. Produce press releases and media reports with natural language generation (NLG).
  2. Perform advanced sentiment analysis on media clippings and social posts/comments.
  3. Identify and extract names, places, businesses, events, data, and brands from any document, video or audio file.
  4. Convert speech-to-text. Ideal for press conferences, media interviews, podcast episodes, conference presentations, and internal strategy meetings.
  5. Translate any audio or text files into multiple languages for wider distribution.
  6. Build a knowledge assistant/chatbot for your brand’s newsroom that is designed to cater to media questions and searches to support brand development.
  7. Use AI recommendations to surface relevant news and shape brand perception for consumers in real-time as they visit your site.
  8. Identify influencers who are most likely to reach, engage, and motivate your audiences.
  9. Create custom story angles for journalists based on interests, past coverage, personalities, and trends.
  10. Support your media pitches with predictive data about the popularity/demand for stories.
  11. Use image recognition and facial recognition to integrate smart, interactive elements into event promotions and social media campaigns.

To remain competitive in the midst of disruptive change, PR practitioners needs to be aware of what is coming and embrace the zeitgeist. Competition will increase based on the tools we use in our daily work, and the sooner we explore the potential of AI, the better we will be serving our clients.

As a Partner of the Worldcom PR Group, we are following the technological advancements closely, along with our international colleagues in more than 115 cities.  Worldcom’s world leading Worldcom Confidence Index (WCI), uses a breakthrough approach powered by artificial intelligence (AI). It delivers insight on a monthly basis from over 54,000 CEOs and CMOs from 42 countries around the world. This incredible depth and frequency of insight would not be possible without AI.

Using AI to bounce back from the pandemic

The Optimore Group, also provides AI based reports to our clients of Optimum Direction, our specialized division for providing market strategy and positioning services. The reports provide essential and precise information to organizations that seeking an advantage in a challenging environment. Our data-driven approach ensures that our strategies deliver the impetus our clients need to achieve real momentum in their market.

Interested in learning more about how we are using AI to create strategic insights and directions?  Contact our the Optimore Group.