The issue of artificial intelligence (AI) in the
PR industry has been a hot button topic in the recent past. Artificial
intelligence is the development of computer systems that are able to perform
tasks that typically require human intelligence. Some of the top PR agencies
are already well acquainted with the idea of artificial intelligence and are
using it to perform tasks such as creating media lists, transcribing audio and
videos to text, social media monitoring, crisis management and many more. PR
professionals who have used artificial Intelligence admit that it is making
them better at their jobs and it would be bad if we ignore AI. Some of the
common AI tools being used in PR include AirPR, Hootsuite, and TrendKite.
Having understood what AI is then we can look at the various ways in which AI
has positively impacted the PR industry
AI is helping in many stages of PR campaigns. AI is able to
scrutinize mounds of data and discover dynamics that will consistently lead to
success in a fraction of time. Also it can predict the best time to run your
campaign, the best social mediums to use and the best subject lines to use in
your campaign. Similarly AI can analyze data to determine the right audience
for the campaign and this minimizes work done and guarantees success.
Influencer marketing is the new trend and theme in the PR
world today. Apparently, it is not only the number of followers one has on
social media that warrants him/ her to be an influencer but there are several
other factors to consider before choosing an influencer for your brand. This is where AI comes in handy, it helps
determine the best influence by sifting through public information to determine
the level of influence that a particular person has.
Many PR practitioners have always evaded data analysis, but
the good thing is AI can analyze data collected from social media, website
traffic etc. in a matter of minutes, you only need to feed in data and it
self-assembles. For example on social media platforms such as twitter, you need
to monitor new followers, engagements or even the kind of reactions your tweets
attract. AI can do this with seamlessly. This way, decisions are made based on insights and facts and not guess work.
Also, through AI, menial tasks have been automated. It is
helping in doing short straw jobs such as scheduling and structuring meetings,
setting due dates and writing standard follow up emails. This has eliminated
human errors that cause delays and frustrations.
On the other side, most people are petrified that AI is
slowly taking up their jobs but this is not the case since AI has not been
equipped with soft skills which are very important in the industry, for example
AI cannot do jobs that require creativity or critical thinking.
The bottom line here is, AI is something to embrace and it is becoming so
important as time goes by. It has become crucial in eliminating errors and
mundane work from PR professionals and it has helped in promoting accuracy,
automation and acceleration.
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