How is AI Changing the Day-to-Day of PR?

There's a new trend in the PR industry. This time, it's not a new channel or social media platform like TikTok but an innovative technology designed to ease and accelerate daily PR tasks. We're talking about artificial intelligence (AI) and machine learning (ML). These innovations are becoming increasingly significant in the PR industry in 2023, providing support in various areas of daily business.

Here are just a few examples of how AI is changing the day-to-day of PR:

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Data Analysis and Insights

PR professionals increasingly use AI-powered tools to analyze large datasets, such as social media mentions, news articles, and website traffic. AI algorithms can quickly identify trends, patterns, and sentiments, providing valuable insights that help PR professionals make informed decisions about messaging, audience targeting, and crisis management.

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Media Monitoring and Public Relations

With AI, media monitoring tools can help PR professionals track their brand coverage across various media, channels, and platforms. They also help identify relevant journalists and influencers to contact, who can place the brand in the desired target audience profitably. These tools can additionally analyze the writing style and preferences of journalists or content creators, making it easier for PR professionals to propose stories that are more likely to be published.

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Content Creation

AI-based software tools like ChatGPT, Ryte, or DeepL, which process natural language, can help PR managers quickly and efficiently create compelling content. Some AI tools can generate social media posts, press releases, blog posts, emails, and even entire articles based on just a few keywords or guidelines. When these guidelines are well-thought-out and appropriately chosen, PR professionals often need to make only minimal adjustments.

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Chatbots and Virtual Assistants

Chatbots and virtual assistants are increasingly used in PR, especially in crisis management. They can efficiently handle simple customer inquiries and forward more complex requests to human staff. Virtual assistants can also help PR professionals manage their schedules, emails, and other administrative tasks.

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By taking over many routine tasks, AI software tools not only drive ROI (Return on Investment) through the roof but also free up more time for genuinely value-adding, personal creative work, valuable networking, and fantastic pitches.

Overall, AI is transforming the PR industry by automating routine tasks, providing valuable insights, and improving efficiency. This change is already well underway. However, it's important to ensure that in the new flood of content, relevance and value remain paramount. Whether this is the case must continue to be assessed with human expertise and judgment. Additionally, PR managers should always review AI-generated texts to ensure the content aligns with PR strategies, business goals, and ethical standards.

Sarah Amler

Digital Process & Marketing Manager

Sarah was responsible for performance marketing, social media activities and digital onboarding in our software at aclipp.