Why AI-based analytics and insights are essential for PR and marketing

by | Mar 9, 2023 | Marketing, Public Relations

In today’s digital age, the public relations industry faces increasing pressure to adopt data-driven decision-making. The traditional approach of relying on intuition and anecdotal evidence is no longer sufficient.

PR professionals need to incorporate data and analytics into their strategies to make informed decisions, identify trends, and measure the impact of their efforts. This is where AI-based analytics and insights come in.

In this article, we will explore why AI-based analytics and insights are essential for PR and marketing.

Why AI-based analytics and insights are essential for PR and marketing

Image by Gerd Altmann from Pixabay 

The importance of data-driven decision-making in PR marketing

Marketing decisions—when based on intuition and anecdotal evidence—are limited by the marketer’s own biases and limited perspective. On the other hand, data-driven decision-making involves collecting, organizing, and analyzing vast amounts of data to make informed decisions. This approach allows marketers to identify patterns and trends that may be missed otherwise.

AI-based analytics and insights help marketers make data-driven decisions by providing them with relevant data that can be analyzed quickly and efficiently. This means that marketers can have access to more information about their target audience and market trends, leading to better and more effective marketing campaigns.

However, the PR industry has been slow to adopt data-driven decision-making. Many PR professionals still rely on traditional methods such as media monitoring and manual data analysis, which can be time-consuming and yield incomplete or inaccurate results.

As a result, the PR industry risks falling behind other industries that have embraced data-driven decision-making. PR professionals who fail to incorporate data analytics into their strategies risk missing opportunities to generate meaningful insights and measure the impact of their efforts.

How AI-based analytics and insights can help PR marketers better understand their audience

Understanding the target audience is essential to create marketing campaigns that resonate with them. AI-based analytics can help marketers gather and analyze data on their target audience’s demographics, interests, behaviors, and preferences. This information can be used to create more personalized, targeted, and effective marketing campaigns.

However, the PR industry faces a significant challenge in understanding its audience. As media channels continue to diversify and fragmentation increases, it becomes harder for PR professionals to understand their audience and reach them effectively. This is where AI-based analytics and insights offer a tremendous opportunity for the PR industry. By leveraging these AI-powered tools, PR marketers can gain a deeper understanding of their target audience, track their engagement across various channels, and optimize their marketing campaigns for better results.

Suppose you’re using CRM tools like HubSpot, which offers a range of AI-powered analytics and insights. Its AI-based analytics can help identify the most relevant media channels, the optimal time to engage with the audience, and the most effective messaging. With this tool or other alternatives to HubSpot like Marketo or Pardot, your PR professionals can gather vast amounts of data from various sources, including social media, blogs, news outlets, and search engines, to gain a comprehensive understanding of their target audience. This can result in more targeted and personalized communication, leading to increased engagement and improved PR outcomes.

The benefits of real-time data analytics

In today’s fast-paced business environment, real-time data analytics are crucial to staying competitive. With AI-based analytics, marketing teams can quickly identify trends, patterns, and anomalies in the data that might go unnoticed otherwise. This allows them to respond quickly to changes in the market and consumer behavior.

In the PR industry, the lack of real-time data analytics adversely affects business efficiency. With the 24-hour news cycle and the prevalence of social media, it is crucial for PR professionals to be able to track and respond to emerging issues in real time. The ability to monitor and analyze data from various sources in real-time enables PR professionals to respond to issues before they become major crises and to take advantage of opportunities as they arise.

Additionally, real-time data analytics can help PR professionals measure the effectiveness of their campaigns and adjust their strategies accordingly. This allows them to optimize their efforts and achieve better outcomes for their clients. However, the challenge for PR professionals is to have the tools and expertise to monitor and analyze the data effectively. By adopting AI-based analytics and insights, PR professionals can gain a competitive edge by leveraging real-time data analytics to drive better PR outcomes.

The role of AI in predictive analytics

Predictive analytics is a powerful tool that can help companies in various industries, including the PR industry. By using data, statistical algorithms, and machine learning techniques, companies can forecast trends, identify opportunities, and anticipate customer needs. AI-based predictive analytics takes this a step further by leveraging the power of machine learning to make more accurate predictions.

One success story in the PR industry is the use of AI-based predictive analytics by the global public relations firm Weber Shandwick. The firm used predictive analytics to help one of its clients, a major airline, improve its crisis management capabilities. By analyzing data from various sources, including social media and news outlets, Weber Shandwick was able to identify potential risks and emerging issues in real time. This allowed the firm to proactively develop and implement strategies to mitigate potential crises and reduce the negative impact on the airline’s reputation.

In addition to crisis management, Weber Shandwick also used predictive analytics to optimize their client’s social media strategy. By analyzing data on customer behavior and engagement, the firm was able to identify the best times and types of content to post on social media, leading to increased engagement and brand awareness.

Automating data collection and analysis is increasingly important in the fast-paced PR industry, where businesses must respond quickly to breaking news and changing public sentiment. AI-based predictive analytics can help businesses anticipate public opinion and respond proactively, as demonstrated during the COVID-19 pandemic when a restaurant chain used predictive analytics to identify a trend toward takeout and delivery services and adapt its marketing strategy accordingly.

By automating data collection and analysis, the PR team was able to quickly respond to changes in consumer behavior and drive business results. This success story illustrates how AI-based predictive analytics can be used to make informed decisions that drive success in the PR industry.

Real-world examples of successful AI-powered PR marketing campaigns

There are numerous examples of brands that have used AI-based analytics and insights to improve their marketing campaigns. For instance, Coca-Cola used AI to analyze consumer behavior and sentiment during the 2018 FIFA World Cup. The analysis helped them create personalized ads that resonated with their target audience, resulting in a 57% increase in ad recall and an 18.1% increase in purchase intent.

Another example is the fashion retailer, Stitch Fix, which uses AI to create personalized fashion recommendations for its customers. The company collects data on each customer’s preferences, style, and fit using an online quiz and feedback on their clothing selections. An AI algorithm then analyzes the data to identify patterns and make recommendations for clothing items that the customer is likely to love. This approach has led to a significant increase in customer satisfaction and repeat purchases.

In another successful example, the online streaming service, Netflix, uses AI-based predictive analytics to recommend personalized content to its users. The company collects data on the user’s viewing history, ratings, and preferences, and an AI algorithm analyzes the data to make recommendations for new content that the user is likely to enjoy. This approach has helped the company increase customer engagement and retention by providing personalized recommendations that keep users coming back for more.

The potential ethical concerns of AI-based marketing

AI-based analytics and insights have benefits for marketers, but they also raise ethical concerns. One issue is the collection and use of consumer data, which requires transparency and compliance with privacy laws. Another issue is the potential for AI algorithms to reinforce biases and discrimination, which marketers must be aware of and take steps to mitigate.

As AI-based marketing tools become more prevalent, it’s important for marketers to prioritize transparency and ethical considerations. They must handle consumer data with care to avoid any breaches of privacy regulations and ensure that the data is used in ways that respect consumers’ privacy. They must also be vigilant about the potential for AI algorithms to perpetuate biases and discrimination, and take steps to mitigate these effects.

To mitigate this risk, marketers should strive to build diverse teams and data sets and consider the ethics of their data sources. As we look towards 2023, marketers can expect more scrutiny on ethical considerations and an increased demand for transparency in the list of best marketing tools for 2023.


AI-based analytics and insights are equally critical for the PR industry as they are for other sectors in today’s data-driven world. They allow PR marketers to make data-driven decisions that lead to more effective PR campaigns. By leveraging AI-based analytics, PR marketers can better understand their target audience, respond quickly to changes in the market, and forecast future trends.

Successful AI-powered PR marketing campaigns like those of Coca-Cola, Netflix, and Weber Shandwick demonstrate the effectiveness of AI-based analytics in PR. While there are potential ethical concerns surrounding the use of AI in PR, the benefits of AI-based marketing outweigh the risks. As AI continues to evolve and become more advanced, its role in PR will only continue to grow.

Natasha Merchant
Natasha is a content marketing specialist who thinks it's kind of fun creating content marketing strategies for SaaS businesses. She creates content that converts website visitors into paying customers for SaaS companies. In her free time, she likes spending time reading novels and watching Netflix.