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Artificial Intelligence In Public Relations - How AI Is Changing The PR Industry

You should be aware that there are numerous ways in which we can all sensibly use artificial intelligence in public relations efforts, even though the human touch will always be preferred. Many businesses are looking to artificial intelligence as a way to assist automate repetitive tasks and find efficiencies where they can as technology continues to advance. Similar to other industries, the public relations industry is searching for methods to employ AI in areas of the business that could benefit from its capabilities.

Sep 20, 202275 Shares1.7K ViewsWritten By: Alastair Martin
Jump to
  1. What Does Artificial Intelligence Actually Mean?
  2. How To Accept AI
  3. The Advantages Of AI For PR Are Enormous
  4. How AI Is Used In Public Relations And Communications
  5. How AI Writing Tools Can Assist Content Producers
  6. Things That AI Is Superior To Humans At
  7. The Three Foundational Elements Of Automation In PR
  8. People Also Ask
  9. Conclusion

You should be aware that there are numerous ways in which we can all sensibly use artificial intelligence in public relationsefforts, even though the human touch will always be preferred.

Many businesses are looking to artificial intelligence as a way to assist automate repetitive tasks and find efficiencies where they can as technology continues to advance.

Similar to other industries, the public relations industry is searching for methods to employ AI in areas of the businessthat could benefit from its capabilities.

People in the PR industry sometimes worry that employing AI will cause them to lose their employment to programmable technology, but this is not the case.

What Does Artificial Intelligence Actually Mean?

AI is a general phrase that describes devices or programs that resemble human intellect in order to carry out tasks and have the ability to develop over time based on the data they gather.

AI is less about any one format or function and more about the method, the capacity for superhuman reasoning, and the ability to analyze data.

AI is not meant to take the role of people.

Because it aims to greatly improve} human potential and contributions, it is a very important company asset.

Robot with a tablet in the chest
Robot with a tablet in the chest

How To Accept AI

AI can help public relations agencies, especially when it comes to the enormous amount of data they must filter through.

Because of the abundance of information available, it can be difficult for staff members to stay on top of the most recent trends and news, which makes it difficult for PR firms to stay competitive.

By programming a bot to look for specific terms or phrases, businesses are able to quickly comb through all the information available on any digital platform and pull out any material that is pertinent to their clients.

This will make sure that the PR firm only sees the vital stuff.

In order to make sure that their clients are responding as required or receiving their fair share of media attention with their own campaign, AI can also be used to monitor media coverage of competing products and customers' rivals.

AI bots can be employed to monitor media impressions for both a PR firm's own clients and those of those clients' rivals.

Artificial intelligence can be used to scan news articles for mentions of your clients and track any trends in those mentions that the PR firm might wish to be ahead of.

Based on when people are interacting with the information and which platform or method of communication receives the most interaction, artificial intelligence will be able to determine the best time of day for press releases, social mediaposts, and other avenues of engagement with their target audience.

The PR agency will be able to use this information moving forward to make sure they are effectively reaching their target audience.

The information gathered can provide PR professionals with tips on how to create their content, which channels to use to spread their message, and even what kinds of content to include.

How Artificial Intelligence Can Change the Public Relations Industry

The Advantages Of AI For PR Are Enormous

In public relations, artificial intelligence is used for much more than just data sorting and information scanning.

By creating the bot using established algorithms for the collection and assembly of data, it can be used to put out preliminary press releases and even develop websites.

The most pertinent information to include in a press release can be determined through data analysis based on audience interaction, and future news releases can be tailored to attract and hold the audience's attention.

The possibilities of AI in PR are endless, and new ones are always being found as the technology develops and changes to meet the demands of the sector.

Of course, the worry that people will lose their jobs as a result of automation and the application of artificial intelligence in any businessor industry is one of the biggest concerns.

Although it might appear that artificial intelligence would render all jobs obsolete, this is not the case in the public relations sector.

For face-to-face client interactions, social networking, and providing insights and recommendations on how touse the data acquired by AI for the best result for the customer, this industry still heavily relies on the human touch.

Instead of performing repetitive tasks that currently detract from client interactions, artificial intelligence will actually allow public relations professionals to concentrate on tasks that cannot be automated, such as brainstorming creative ideas, deciding what steps they want to take for their clients, and working closely with the client.

In public relations, artificial intelligence is not something to be afraid of. It is a tool that should be used to make data collection more efficient so that workers can focus on their clients and the innovation of their sector.

How AI Is Used In Public Relations And Communications

AI can help an organization's PR operations by offering resources that appeal to the emotions of its target audience.

Through enhanced audience personalization, calculation of audience response, and SEOoptimization, it has the ability to enhance content marketingoperations.

For individuals in media relations, AI can assist in locating stories that particular reporters at particular publications may be interested in.

Many PR professionals already use AI in the services they employ for monitoring, website analytics, social listening, and other tasks.

The technology in this field is expanding rapidly. Some systems claim to look at historical reporter behavior, forecast campaign success, and even offer ideas on how to change upcoming press releases so that they will capture and hold your audience's attention.

AI can recommend similar topics for media monitoring that you might wish to add (or avoid) to your monitoring.

If you use a service to track images instead of words, it's likely that AI is behind your search.

AI has a lot of benefits for public relations, and every week, new ways to use it are found as the technology grows and changes to meet the needs of different companies.

One of the numerous advantages of AI for PR is that experts can now automate repetitive procedures.

You might be able to come up with more creative contentif you spend less time on things like gathering and analyzing consumer data, media monitoring, and social listening.

Additional advantages of AI in PR and communication include

  • Speech-to-text conversion can help with press conferences, interviews with the media, podcast episodes, and presentations at conferences.
  • Thanks to natural language processing (NLP), AI can now write about nearly any topic at a human-level level.
  • Multilingual audio and text file translation to facilitate wider distribution
  • For journalists, they develop unique story angles based on their interests, previous coverage, personalities, and trends.
  • When crafting larger, more complicated stories, AI can assist in accelerating the writing process, freeing up time for activities best left to humans, like storytelling.
  • The feeling of narrative, which is what draws readers in, is something AI lacks.
  • This communication process still depends heavily on human input, and I don't see it changing very soon.
Robot in the streets of japan
Robot in the streets of japan

How AI Writing Tools Can Assist Content Producers

Speaking of engaging your audience, if you create content, you are aware of the time commitment required to create high-quality material.

Writing engaging content can take a lot of effort, whether you're writing blog posts, articles, or even talking with your audience on social media.

AI writing software can be useful in this situation. From content conception and research to your final edits, these writing tools can be used at every stage of the content development process.

Although some people might be afraid of this technology, it can help you create excellent work with little effort.

And when you consider what it is capable of, it's not surprising that algorithms are being used more and more in digital marketing copywriting.

Of course, AI writing tools can't replace the skills of your writers, but you can use them to your advantage:

  • Writer's block can be overcome.
  • Make interesting content for your company or brand.
  • produce material more quickly and effectively.
  • Find the ideal keyword that will make you stand out.
  • Find the tone that works best for your story.
  • Make content that is optimized for a certain platform.

The advantages of AI software are essentially unlimited when your content producers use it in conjunction with their own creative abilities.

  • In recent years, software has advanced significantly. Some of our favorites are as follows:
  • Jasper.ai is a fantastic all-around tool that supports long-form content.
  • Copy.ai offers the finest free trial without a credit card that we've seen.
  • WordPress-using bloggers should use Bertha.ai (a built-in plugin).
  • Grammarly is a tool that helps writers find and correct spelling, grammar, and punctuation mistakes.

Things That AI Is Superior To Humans At


Speech-to-text software can be used to search for podcasts or press conferences as well as to help with transcriptions of media interviews.

AI-aided Contact Suggestions

Tools exist to proactively identify reporters who are writing about your industry, even though they aren't yet perfected.

By using these tools, you can target the media outletsthat are most likely to cover your news.

This is easier than making traditional media lists by hand based on categories and keyword searches.

Predictive Analytics

Two predictive analytics-focused PR software businesses provide tools that let you tailor story angles for journalists based on their interests, previous coverage, personalities, and trends, as well as anticipate the likelihood that they will write about your story.

Monitoring for "deepfake" films that can harm the reputation of your client's brand is even possible with the aid of certain instruments.


The first press release written by AI serves as proof that machines are capable of producing content using natural language generation (NLG) and translating it into a variety of languages for wider distribution.

These technologies still need to be improved, but they are progressing swiftly. Tools for performing sophisticated sentiment analysis on social media messages, news articles, and more are also being developed.

For example, if a potential customer reads an article about your client and subsequently downloads a white paper, PR techproducts like Cision Impact and Onclusive even guarantee to credit sales results to earned media coverage.

Even though this technology is still young, it has the potential to change a field that needs a reliable way to show return on investment (ROI).

5 Ways AI is Changing Public Relations

The Three Foundational Elements Of Automation In PR

  • Automation: Thanks to AI, repetitive PR duties like monitoring media coverage can now be carried out automatically. Automation not only gets rid of some of the busywork that comes with public relations work, but it also speeds up the rate at which PR professionals can gain new insights.
  • Acceleration: AI makes it possible for PR professionals to get real-time information from the online world. This benefit can be extremely important, for instance, during a social media boycott, when time can be your most valuable resource and comments can spread quickly.
  • Accuracy: AI makes it possible for public relations experts to accurately measure how people feel about a business and compare that feeling to other factors like engagement, stock price, or sales.

The public relations sector is changing as a result of automation, acceleration, and access to more precise data like reach, sentiment, and engagement rates with the use of AI-powered platforms.

On the one hand, new talents are necessary to compete with marketing and advertising and support the worth and efficacy of the PR sector.

These skills include big data analytics, user experience, and predictive artificial intelligence.

On the other hand, PR professionals are now able to concentrate on other tasks like creative thinking, strategic planning, and instinct, which are all crucial skills for communications professionals that no machine will ever be able to provide in our lives.

Writing machine with a sheet with the words artificial intelligence
Writing machine with a sheet with the words artificial intelligence

People Also Ask

How Artificial Intelligence And Big Data Will Affect The Future Of PR?

The ability of artificial intelligence to convey direct, pertinent messages to particular audiences is one application for AI in public relations. Big data in real-time gives professionals the knowledge they need to provide the most recent content that customers want to see.

Why Is AI Good For Communication?

Because nonverbal communication accounts for 93 percent of our communication, AI can accurately assess which presentation techniques would best engage an audience, unlike humans. This makes it possible for project managers and their teams to interact at a deeper level, which promotes a more productive environment.

What Is PR Intelligence?

The ideas of intelligence-led PR and PR intelligence are meant to show how important strategic information, analytical insights, and anticipatory techniques are for making decisions about communication and managing relationships with important stakeholders and the general public.


All of this potential is incredibly exciting, but as I indicated earlier, discussions about machine learning and digital transformation always raise the question of whether or not PR professionals will someday be replaced by AI.

These concerns, in my opinion, are considerably exaggerated.

But the potential loss of jobs is one of the most common worries about automation and the use of AI.

While it might seem that automation would result in job losses, this has not been the case in the public relations industry.

PR is still mostly done by people, which is a good thing because people can build relationships and give advice on how to use the real data collected by AI to get the best results for your clients.

So instead of being afraid of AI, think about all it can do to increase your productivity at work. Public relations professionals won't have to waste time on boring, repetitive tasks that keep them from talking to their clients.

Instead, they can focus on things that can't be done by a computer, like coming up with creative ideas and deciding what advice to give their clients.

More individuals will become aware of AI's many advantages as technology continues to improve the productivity of our working lives.

The time to wisely use this type of technology to benefit your company and, ultimately, the companies and

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