Public relations, media, and communications are human-first industries. Yet, AI technologies are set to positively transform and boost productivity levels for all PR professionals and firms. With increased creative productivity, smarter strategising, and faster research times, AI tools can help bring in the new era of the PR and media industry.
While the technology is still new to the industry, its impact on the profession cannot be ignored. Businesses across other industries have already witnessed significant growth in productivity and efficiency levels with AI, now it’s time for the media industry to join the group.
Crafting valuable, informative media takes significant manual effort. PR professionals spend hours and even days researching a topic. However, AI tools could help simplify this process for them. The AI models help professionals analyze large data sets, identify trends and insights, and use them as inputs to develop targeted campaigns.
Ronn Torossian, founder and chairman of 5WPR, a US-based PR agency said: “Artificial intelligence is transforming public relations. The industry is no longer just about delivering a message, but understanding the audience and what leaves them impacted. AI has broadened our data and insight capabilities."
AI tools can also provide PR professionals with real-time data about their audience behavior, helping them tailor and deliver their message for a stronger impact. The technology is allowing for greater personalization and targeted campaigning, enhancing the overall quality and value offered in media and communications.
One concern is that AI could replace PR professionals. Could it?
The rising adoption of AI technologies have PR professionals understandably concerned about their job security. They’re worried if further advancement in the technologies will end up mimicking their skills and automating their roles.
However, industry experts confirm that this will not be the case. While AI technologies help enhance productivity and accelerate media and communication processes, successful, quality PR will always need human imagination and their unique emotions.
Torossian explained: “Technology and artificial intelligence won’t replace PR professionals. It’s a tool that strengthens their capabilities and helps them shift through the noise and focus on insights that matter."
Engaging the audience will require the human touch to establish emotional connection, deliver hard-hitting moments, and master storytelling. AI tools are fit to support PR professionals in their activities, strengthening their research and content creation.
Professionals in the media industry can utilise AI in their activities in several ways. AI-powered analytical tools will allow them to analyze vast amounts of data, identify trends, and create effective campaigns. The analytics tools will also help track media performance and tailor PR elements accordingly. This will in turn help PR firms practise personalizations, enhancing overall media communication.
Media professionals can also use AI-powered speech-to-text tools to simplify transcription and content creation. The tool also serves as a powerful addition in media interviews, press conferences, and internal meetings, enhancing PR workflows.
GenAI tools are also effective in ideating and brainstorming content. PR professionals can use the models to stimulate creative thinking and conduct research. Pre-publishing, the tools help study the target audience and utilise predictive analytics to predict the performance and impact of each message.
All in all, AI tools have the ability to transform and enhance every stage of the PR and media communications cycle. From accelerating and strengthening data-driven research, to simplifying content management and publishing, AI tools serve as a powerful sidekick for professionals in the industry.
AI technologies are transforming how the PR industry operates. Leading PR firms have already started implementing the technology to power up their workflow. The technology is set to enhance productivity throughout the industry.
However, it’s important to strike a balance between technological advancement and human creativity to achieve the greatest PR successes. With this digital-first thinking in place, the next era of media and communications will have PR professionals and AI tools working hand-in-hand.
Photo: AI in the PR industry