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How will AI support the PR industry?



AI has the potential to greatly support the PR and communications (Public Relations) industry in several ways. And in fact, it’s been doing so for years. Whilst many people chunter about the horrors of AI, we believe the advances in technology will add value to the industry, allowing a more transparent and data driven view of PR and communications.

Here are our views on ways in which AI will benefit PR professionals:


  1. Media Monitoring and Analysis: AI-powered tools already monitor and analyse vast amounts of news articles, social media posts, blogs, and other online content in real time. These tools will continue to help PR professionals track mentions of their clients or brands, identify emerging trends, monitor sentiment, and assess the overall public perception.

  2. Sentiment Analysis: AI algorithms can analyse the sentiment of public discussions, social media conversations, and news articles to gauge how people feel about a particular brand, product, or topic. This helps PR professionals understand public sentiment, identify potential issues, and tailor their strategies accordingly. Again, this is already done to some extent, but even more intelligent analysis will be a huge credit to the industry.

  3. Content Creation and Curation: AI is proposing it will assist PR professionals in generating high-quality content, such as press releases, blog posts, and social media updates. In our opinion (and having trialled this a few different ways), we believe this is still a while, but could create a good first draft for PR pro’s to work from, but ensuring the strategic messages and sentiment is correct will need a human. One way AI is already helping, is by curating relevant news and content for PR professionals (and their clients), helping them stay updated on industry news and trends.

  4. Data Analytics: AI-powered data analytics tools can process and analyse large datasets quickly and efficiently. PR professionals can leverage these tools to gain insights into audience behaviour, identify key influencers, measure the impact of PR campaigns, and make data-driven decisions.

  5. Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants can automate routine tasks, handle customer inquiries, and provide basic information to the public. PR professionals can use these tools to manage online interactions, engage with the audience, and enhance customer service.

  6. Crisis Management: During a crisis, AI already does and all continue to help PR professionals by monitoring social media conversations, identifying emerging issues, and providing real-time alerts. AI-powered tools can help track the spread of misinformation, analyse public sentiment, and enable PR professionals to respond promptly and effectively.

  7. Predictive Analytics: AI algorithms can analyse historical data and patterns to make predictions about future trends and outcomes. PR professionals can use predictive analytics to forecast public response to campaigns, anticipate crises, and develop proactive strategies.


It's important to note that while AI can be a valuable tool for the PR industry, human expertise, creativity, and judgment remain crucial in PR strategy, relationship-building, and storytelling. AI should be seen as a supportive technology that enhances and streamlines PR processes, rather than a replacement for human professionals.


For more information about PR and communications or to understand why it matters get in touch.

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