The past few years has seen the rise of AI technology of the likes we have never seen before. However, with such mixed conversations being had over the technology, it is an undeniably interesting and pertinent topic to talk about. Can we use its capabilities to our advantage or should we be anxious over its potentially harmful implications? And where is this relatively new tech best implemented?
As a leading tech PR agency, we have been learning as much as we can about the technology, both about how it might impact our clients’ work and also how we can use it to our advantage. So what exactly have we learnt about the relationship between AI and PR?
#1 – It can speed up workflow through automation
AI-powered automation tools can streamline repetitive tasks, freeing up time for PR professionals to focus on the more strategic and creative parts of their work. By automating tasks such as data analysis, content scheduling, or social media monitoring, PR professionals can work much more efficiently and effectively, allowing for more time to be spent focusing on the complexer elements of the role. That being said, it isn’t some magic tool that you can rely on to do all your tasks for you as there are limitations to what it can produce. So make sure you use it appropriately.
#2 – It can make analysing data a lot easier
Data analysis forms a crucial element of PR strategy, and AI tools can analyse vast amounts of data faster than any human. This gives PR professionals much deeper insights into customer behaviour, market trends, and competitors. Armed with these insights, PR professionals can make better-informed decisions, develop more targeted campaigns and savvier PR strategies. By knowing what resonates with the relevant journalists and publications it will help you score more media coverage for your clients.
#3 – It can allow for more personalisation
Personalisation is becoming increasingly important in PR, and AI can help with this too. AI tools can analyse user preferences and behaviours, allowing PR professionals to tailor their messaging and campaigns to specific target audiences. By delivering personalised content and experiences, PR professionals can build stronger connections and ultimately drive more engagement and brand loyalty for their
clients.
#4 It can help with influencer identification
Influencer marketing is a big business and a very effective marketing strategy in 2023. Provided you use it right of course. AI gives you the ability to quickly identify the best influencers in your niche for your next campaign. By analysing an influencer’s audience AI can make sure you choose the right one to give you the best return on investment.
#5 It cannot take the place of us PR Professionals
AI may be accelerating at a very rapid rate with new AI tools being developed daily. But it is important to note that although AI can generate fast information, nothing can take the place of a true PR expert. We understand the complexities of human nature and what is needed to give a campaign the much needed emotion and meaning that impacts an audience and drives results. Therefore no matter how advanced AI tools become we know that it can never beat the years of experience a PR firm like us have behind us.
So what are the best AI tools for PR Professionals?
There are a lot of AI tools out there and knowing which ones to use, if any, can be a bit of a challenge. But for PR agencies like ourselves tools that help analyse data on campaign effectiveness and give key audience insights are the ones that seem to be of most use.
AI powered tools like Google Analytics can help you establish the power of your PR campaigns through analysing vast amounts of data from multiple sources. These types of AI tools give you a better understanding of the impact of your campaigns and allow you to clearly see what is working well and what can be improved.
AI media measuring tools like Determ can help PR professionals track their performance and generate comprehensive reports of their media coverage. It provides invaluable insights into your client’s brand reputation as well as their competitors’, helping you to make more informed decisions. Determ also has Synthia, its social media AI assistant, that can analyse your mentions across social media channels in just a few clicks.
So there you have it, everything we have learnt in the world of AI and PR, with a selection of helpful AI tools that can be used to level up any PR professional’s campaign game. While AI can not replace the creative and industry know-how of us humans, it will definitely have a big impact for PR professionals. When used correctly, AI can act as a helpful assistant to streamline your workflow, give you detailed data insights and help you create high quality and more personalised content faster and easier than ever before.
Here at Origin we are the Tech PR experts. If you would like to find out more about our services and how we can help your tech brand achieve its marketing goals then get in touch now.