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.
