5 roles of artificial intelligence in digital PR—and how to optimize them

by | Nov 16, 2023 | Public Relations

Many forward-thinking businesses are investing in AI to streamline their processes. In fact, the global market revenue for AI continues to soar. 

According to Statista, in 2021, the market for AI in marketing was estimated at 15.84 billion U.S. dollars, with projections indicating it will surpass 107.5 billion by 2028. 

5 roles of artificial intelligence in digital PR—and how to optimize them

Image via Statista

This exponential growth signifies an exciting paradigm shift in how industries harness AI’s potential. 

And it’s no different for the PR sector. 

5 roles of AI in digital PR

AI plays significant roles in enhancing efficiency, effectiveness, and decision-making in the PR sector. 

We’ve compiled 5 essential roles of AI in digital PR.

1. Generate PR content

Many PR professionals find it hard to come up with fresh and engaging content consistently. 

In fact, according to recent research, approximately 52 percent of PR professionals surveyed worldwide stated that if they chose to use AI as a tool, it would be most impactful on writing tasks. 

5 roles of artificial intelligence in digital PR—and how to optimize them

Image via Statista

This highlights the challenges in content creation that the industry faces. 

AI can be a game-changer in this aspect, as it has the ability to generate high-quality content efficiently. 

AI algorithms can analyze data, extract key insights, and craft compelling social media posts, press releases, and articles. 

The good thing is, there are numerous AI content writing tools that can help you generate quality content. Attrock curated the best AI content writing tools that can help you create quality content.

These tools not only save time but also ensure a steady flow of relevant and engaging content, enhancing the PR professional’s productivity and effectiveness in conveying their brand’s message to the audience.

2. Optimize PR content for search engines

AI tools are instrumental in optimizing PR content for search engines, a critical aspect of digital PR. 

These tools work to increase your brand’s visibility and reach by ensuring that press releases and other content rank well in search engine results. 

Here’s how AI achieves this:

  • AI conducts thorough keyword research to identify the most relevant and high-impact keywords for a given PR piece.
  • It offers recommendations to improve content structure, ensuring it aligns with search engine algorithms.
  • AI continuously monitors and analyzes content performance, allowing for real-time adjustments and improvements.

For intense, ChatGPT4 is AI powered tool that help create SEO optimized content for your PR strategy.

By leveraging AI for SEO optimization, digital PR professionals can enhance their content’s discoverability, expanding their brand’s online presence and making sure their message reaches a broader audience.

3. Enhance customer support

Many businesses are adopting AI tools and machine learning technologies such as chatbots to transform their customer support, and the PR sector is no exception. 

In fact, the global chatbot market has experienced remarkable growth from 2018 to 2027, with projections showing an increase in revenue from 40.9 million dollars in 2018 to an estimated 454.8 million dollars in 2027. 

Companies can outsource machine learning services to integ5 roles of artificial intelligence in digital PR—and how to optimize themrate the use of these innovative technologies in their business operations and can boost PR business ROI.

Image via Statista

So, how can chatbots enhance customer support for the PR sector?

Well, it can do the following:

  • Provide around-the-clock availability for media outlets and stakeholders, strengthening PR outreach.
  • Manage routine PR-related questions and tasks, allowing PR professionals to focus on strategic activities.
  • Personalize interactions with journalists and influencers based on their preferences and needs, fostering stronger relationships and brand advocacy.

4. Automate data analysis

AI tools can process and interpret vast amounts of data more swiftly and accurately than humans, allowing PR professionals to derive actionable insights from their data. AI can easily understand brand sentiment, trends, and audience behavior. 

Therefore, it enables PR professionals to make more informed decisions, optimize campaigns, and mitigate potential crises.

There are many benefits of using AI to analyze PR data. 

They include:

  • AI processes data at high speeds, enabling real-time analysis.
  • Reduces the risk of human errors in data interpretation.
  • Extracts valuable insights from large datasets.
  • Forecasts trends and potential PR issues.

5. Identify potential influencers

AI plays an important role in identifying potential influencers for PR campaigns. 

AI tools can analyze extensive data, and in turn, identify and rank influencers based on their relevance, reach, and engagement with a target audience. 

This means that PR professionals no longer have to manually sift through vast lists of potential influencers, as AI streamlines the influencer marketing process. 

It ensures more precise collaboration by matching brands with influencers whose values align with the campaign. This approach not only saves time and resources but also enhances the tactics for your PR campaigns. 

AI’s ability to assess an influencer’s impact, credibility, and audience connection ensures that PR efforts are strategically directed toward the most effective partnerships, increasing the chances of successful PR campaigns.

Final thoughts

The integration of AI in digital PR is a transformative force. 

It empowers PR professionals to work smarter and more efficiently, helping them achieve their objectives with precision. 

Hopefully, the above insights have shed light on the multifaceted ways in which AI enhances PR processes, from content generation to influencer identification and data analysis. 

So, incorporate AI in your PR strategies to harness the full spectrum of benefits and propel your brand into the future of digital public relations.

Gaurav Sharma
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.