The benefits of AI in PR are vast

 

The benefits of AI in PR are vast

Artificial intelligence has many more uses with public relations, other than information scanning and data sorting. It can be used to write up preliminary press releases and even build websites by programming the bot using predetermined algorithms for the gathering and compilation of data. Through data analysis, AI can determine the most relevant information to include in a press release, based on audience interaction and tailor future press releases to capture and keep the audience’s attention. The benefits of AI in PR are enormous, with new uses being discovered all the time as the technology continues to advance and evolve based on the industry’s needs.

One of the greatest fears with automation and the use of artificial intelligence in any company and industry is of course the fear that this will put people out of jobs. While artificial intelligence may seem like it would eliminate the employees, that isn’t the case in the pubic relations industry.

This industry still very much relies on the human touch for face-to-face client interactions, social networking 
and in providing insights and recommendations on how to use the data captured through AI for the best outcome for the client. In fact, artificial intelligence will enable public relations professionals to focus on tasks that can’t be automated such as brainstorming creative ideas, determining what steps they want to take for their clients and working closely with the client, as opposed to performing repetitive tasks that currently take away from client interactions.

Artificial intelligence isn’t something to shy away from in PR. It is a tool to embrace to provide efficiencies in data gathering so that employees are able to focus on their clients and the creativity of their industry.

.. .

Printing Relations or Public Relations

While the PR fraternity is celebrating the PR Day , I wonder whether the current practice observed by the fraternity is really Public Relations?

As a student I always learnt the importance of cordial relationship as a PR professional. Also Knowledge sharing was an important aspect of public relation , as PR is other side of Journalism. But with time, I personally find no knowledge sharing ,but typical phrases like ," PLEASE FIND THE ATTACHED RELEASE AND TIA ( THANKS IN ADVANCE) " . I have personally observed that the communications has no knowledge drivers but is calculated in terms of hips of clippings.

Guys, remember a day will come, when printing relations will be critised if it is not backed up by knowledge.

Majority of times , the PR professionals are just agency rather than consultants to clients. While the big b's of Public Relations , who propagate the real public relations are like extinct species of PR.

A agency negotiates for minimum 10 clippings and pays the networking firm peanuts , stills establishes itself as PR firms. People with pennyful knowledge of PR now run PR consulting and tie up with publishers on retainership model to publish their press releases.

Is this the PR scenario of Indian PR industry, then we should not celebrate the PR Day.

Please note : I am not a extremist , neither a victim of #blackPR but as a professional we should all think of cleanliness in our profession.

The Communication Strategy for a FREE India.

Like every brand or services needs a proficient communication strategy, the #independence  #struggle   for #Free #India had a perfect communication strategy.

As far as the communication strategy is concerned the core team lead by Gandhiji had created a proficient communication strategy, and used various mediums of communication to convey the unique message of " sampoorna swatranta" .

During that era, the literacy level of Indians was quite low , due to which the freedom struggle was backed up by freedom songs of prabhat phery, public address, group meetings, and articles which were published in various newspapers like #navjeevan from #Ahmedabad , #dandiyo etc.

The artist also played a pivotal role by portraying Bharatmata in iron chains , which actually aggravated the sense of freedom amongst the Indians. The painters like #RajaRaviVarma worked hard depicting the swaroops of Chained India.

It is documented that communication strategy for Independent India is one of the most successful case study in the history of communication.

Double your PR activities in times of recession

While the economic slow down is threatening to approach , majority of the companies, whether small or big start taking preventive measure of cutting the cost to maintain the equilibrium of profits in one way or other. It is said, that the  companies first and  foremost target is the marketing budgets, which includes advertising ,promotions, and PR spends. 

But a major question that arise , Is this the right way to take preventive actions? Their are hundreds of people saying No and thousands saying Yes as an answer to this question. But if we analyse the situation in detail, their is a mix that emerges. 

Advertising spends are low as majority of the company rates the advertising with the conversion of the business, but at the same time this creates a specific amount of advertising is also necessary, as it will give you more chance to promote, as your competitors will also take the same decision to stop advertising, so your visibility is more. More the visibility ..more the chances of conversion.

On the other front, if we discuss about PR and digital promotions, these two mediums can create awesome miracles because majority of the times PR and Digital promotions are 1/10th of the marketing budgets. Again the level of visibility and influencing the influencers , through  PR campaigns and social media platforms will give you charismatic effect, to an extent it will lead to some unbelievable results in terms of conversion to business.

The more you engage yourself through PR , the more you will get intensive effect and exposure in terms of visibility and reputation management . Recession is a demon but if you use PR as a weapons against the demon, surely you will get the fruits of victory.

Political PR: Emerging arm in PR industry

Indian politics and politicians getting more organized and scientific: PR strategists to play pivotal role in Elections-2014

Public Relations has always been taken as a tool to promote or propagate companies (corporate), but as diversification is the rule to grow, PR industry is also into diversifying phase. The new area to  for PR industry is non other than politics, politicians and political parties. 

Yes...until now the strategies of the political parties for the propaganda and publicity was decided based on the experiences and success stories of the past and that too just before the announcing of agenda. Some outdoor mediums of publicity and tons of advertisement budgets were used to promote the  party and its working. But now the picture has changed to a great extent. Even the political parties and the politicians have realized the importance of a well designed PR strategy and using it continuously to achieve the  desired results. 

As a PR professional, we generally say that " PR is a continuous process through which the person/ company can achieve the desired results in terms of visibility, reputation management and opinion engineering." All the above terms  are absolutely important  for any political party, due  to which PR can play a pivotal role in creating overall awareness about the party working, top leaders (like we do for top officials and promoters of the company) etc:.   

The best case study of political PR is the PM candidate announcement by a leading political party in India.  The candidate of the political party had done some wonderful work in his area (state) as the state head, but the most important task was to promote the entire work, which was beautifully and tactfully done by some PR firms. The entire gambit was to put the state head to a level, which can create and  change the opinion of citizens across the state to a certain extent. For this various  events , shows, surveys and relationship meetings were also coordinated by the consultants. 

The mind boggling success in enhancing the image and engineering the opinion of the above politician has created a big market for political PR in India, as other politicians and political parties will surely follow the trend.

Satyagrah: A case study of digital PR, crises mitigation and online reputation management

Satyagrah featuring THE Big B, Ajay Devgun, Arjun Rampal and Kareena Kapoor is currently running successfully across all theatres. The Prakash Jha movie typically showcases the agression and anxiety of a common man againt the corrupt system spread in all government departments across India.

As a PR professional, the movie (Satyagrah) is actually a case study about the success of digital PR , crises management and creating online reputation management. On the century celebrations of Indian Cinema, a movie like Satyagrah is surely to become a point of discussion across the communication industry.

Lets talk about the first major crises, showcased in the movie, where Devgun goes to the police station to get bail for Dadduji (Big B) , but inspite of central connects he fails . Finally like a professional PR consultant, he creates a strategy using all major mediums of advertising and communication like outdoors, creating FB page, tweets and circulating the message and MMS to target audience resulting to build a pressure on government and freedom for Dadduji.

Here devgun managed the crises situation by creating a NGO kind of setup , taking help of local leader (Arjun Rampal) and using Social media machinery to attract the attention of variuos media personnel to a remote area like Ambikapur.

Now the film runs fast and during the entire movie, you will mostly find the FB page, tweets, comments on Fb, LIKE to FB comments to establish the viscocity of agitation. Till now directors use the medium of breaking news and machines printing thousand of copies of the incident or agitation to showcase the viscocity. But this movie is the first movie which showcased the social media to established the seriousness of the agitation.

It is the social media or digital PR and online reputation management which actually incarnated DADDUJI from a retired Principal of a village school.