There has been much in the press recently about the impact of AI on different industries, and the PR industry is no exception to that. Through understanding the impact it can have, you can decide when and how you want to use AI in your campaigns.
Is it replacing human experts?
AI is not replacing human PR professionals, as it cannot replicate the creativity and personal touch only a person can bring. However, there are many AI-powered tools that PR professionals can use to make their work more effective. To find out more, get in touch with a PR agency in your area. You can find one using a search term like Cheltenham PR agency if you are in that area, and it will give you results like //headonpr.co.uk/.
Analysis
One of the uses of AI is for analysis, as it can quickly sift through the vast amounts of data to generate useful information. For example, it can analyse trends, market behaviour, and competitor activity to provide information on how your rivals are likely to act. It can also monitor the performance of your PR campaigns in real time, allowing you to adjust your campaigns as necessary to optimise the results.
Automatic distribution
Timing the release of information, such as social media posts, is important for success. Using algorithms that consider audience behaviour, time zones, and engagement numbers, AI can distribute materials at the most advantageous times across multiple platforms.
Media pitches
One of the challenges of PR is knowing where to pitch your news stories and press releases, where they will likely be picked up and have the most impact. AI can review articles, looking for tone, preferences, and topics recently covered by different journalists to help you tailor your pitch to journalists who are likely to be interested in it and have a relevant audience.
Monitoring
AI can be set to check the internet for anything that can harm your brand, like deep fake videos. This will allow you to have them removed before they cause serious damage.