We’re going through a period of immense upheaval as a result of the arrival of artificial intelligence as a viable tool.
From the perspective of improving PR campaign effectiveness, this technological breakthrough is majorly appealing, and this explains the findings in a recent EY study which indicate that 30% of major brands will be spending at least $10 million on AI in the next year.
To explain why this sea change is surging ahead, here’s a look at the PR-specific applications of AI as they stand, and what they can do to turn campaigns on their head.
Image Source: Microsoft Designer
Predicting Trends
There’s a part of the brain called the neocortex which evolved over millennia to help humans recognize patterns in the world around us. This is a useful innate ability that PR professionals need to perform their duties effectively. However, with the sheer glut of data that’s out there today, it’s impossible for a flesh and blood specialist to filter this comprehensively in any reasonable period of time.
AI enters the fray to accelerate trend-spotting in this context, and it can scan vast amounts of information faster than any human, singling out patterns and emerging topics in the blink of an eye. This means PR professionals get insights into what’s gaining traction before it becomes mainstream.
Here’s why this matters:
- Data Mining: AI tools sift through social media posts, news articles, and online discussions.
- Pattern Recognition: It identifies recurring themes and rising influencers.
- Forecasting Models: These models anticipate future developments based on current data.
So let’s say you work for a brand that wants to launch a new product. Traditional methods might miss subtle shifts in consumer sentiment or emerging preferences. But an AI system flags these nuances early, allowing you to tweak the product launch PR strategy accordingly.
For example, a beauty company might pick up increasing chatter about eco-friendly products, or a tech firm might detect growing interest in remote work solutions months before competitors catch on.
These insights let companies craft timely campaigns that resonate with their audience’s evolving interests, giving them a significant edge over those relying solely on traditional research methods.
Automated Content Creation and Distribution
Content creation is the framework behind any PR campaign, but it can be time-consuming. Once more it’s the role of AI to ramp up the speed and convenience of key processes, while easing the strain that PR pros feel in this context.
Here’s what AI brings to the table:
- Efficiency: Quickly drafts press releases or social media posts. This is something 64 percent of PRs see as being a selling point of AI tools.
- Customization: Tailors messages for different platforms and audiences.
- Scalability: Handles large volumes without breaking a sweat.
In the case that a global brand needs consistent messaging across multiple regions, instead of a team laboriously writing variations, an AI system can produce localized content that reflects cultural nuances and language differences.
So for instance, a fashion brand could use AI to create personalized style tips in their newsletters based on customer purchase history.
Alternatively, a tech company could automate blog post generation based around new product features, ensuring timely updates with minimal human intervention. Even audio content can be optimized in this way, with AI music generation and Mixea’s instant mastering allowing professional results to be achieved for radio ads and podcasts in minutes, not hours.
AI excels in distribution too. Automated systems can schedule and publish posts when audience engagement peaks, ensuring maximum visibility without manual oversight.
Enhancing Media Monitoring
Tracking media coverage can feel like chasing a moving target. Again, AI steps in and makes this process more precise and less time-consuming.
Here’s how it enhances the game:
- Speed: Scans thousands of sources in seconds.
- Accuracy: Identifies relevant mentions accurately.
- Comprehensiveness: Covers multiple platforms, from news sites to social media and beyond.
Take the example of a brand that’s launching an ad campaign. Manual monitoring might miss nuanced shifts or small-scale reactions until they become widespread, at which point it’s already too late. But AI-driven tools catch these early signals, providing real-time updates.
Whether that’s a food company discovering rising complaints about packaging through social listening tools, or an entertainment brand which homes in on fan excitement around new movie rumors on forums before major outlets pick them up, the PR potential is huge.
These insights allow companies to respond quickly, adjusting their strategies based on immediate feedback rather than waiting for monthly reports. You’re working with an always-on alert system that catches even the faintest buzz about your brand. And since 87 percent of decision-makers are focused on preserving the reputation of their company, this is as much about fire-fighting as it is promotional activities.
Final Thoughts
PR professionals are in a strong position to put AI to work on every campaign that enters their purview at the moment, whether as a means of predicting trends to inform future work, to create content for ongoing projects, or to determine the impact of initiatives that are already out there. What’s not sensible in this context is procrastination, as early adopters of AI are already reaping the rewards.
