
Image Credit — CommsCredible, Aman Dhall, Founder, CommsCredible
As AI spreads around the world, it has comfortably made its way into the domain of PR and communication. The field of public relations has transitioned from traditional news publishing to digital PR. There has been a steep demand for video and audio content, and it is no surprise to find that podcasts (both audio and video podcasts) are one of the most popular trends in public relations agencies.
With the rapid advancement of technology and changes to the media landscape, public relations (PR) will likely look very different in the future than it does at present. According to McKinsey, artificial intelligence is predicted to create up to $2.6 trillion in business value in sales and marketing alone by 2025. This means that AI for business will be very profitable, and so is AI for PR.
A need for all-rounders in communications
Historically, the industry has been characterized by multi-tasking professionals. There is a future for all-rounders in communication. The growing influence of artificial intelligence and technology calls for PR professionals to acquire expertise in a wide range of areas. The industry needs professionals who can manage AI, understand media dynamics, and analyze consumer sentiment.
Another facet of this industry is to catch or create trending topics and build content around them. One of the most valuable contributions of artificial intelligence is its ability to detect emerging trends. For CommsCredible, which is an integrated brand communications advisory firm, we believe in #StoryMatters.
With the help of artificial intelligence, large amounts of data can be processed from social media, news sources, and other platforms in order to identify emerging issues and opportunities as soon as they emerge. Due to this foresight, professionals can anticipate industry developments and adjust their communications strategies accordingly. By tailoring their messages more effectively, PR professionals can engage their audience deeper.
Content creation is another area where AI is making a significant impact. The use of AI tools offers a level of depth and understanding previously not possible, ranging from real-time sentiment analysis to predictive analytics. PR professionals can utilize AI for ideation, strategy, summarizing, writing, and editing. Increasingly, artificial intelligence will be used to create SEO content.
While artificial intelligence can significantly reduce the manual effort involved in SEO content generation, it doesn’t mean that human labour will be entirely replaced. In fact, it presents an opportunity for individuals to familiarize themselves with AI tools and techniques, continuously enhancing their skills over time.
According to the PR Consultancy Organisation Global PR Report 2024, 82% of agencies now make decisions based on real-time data. In today’s world, AI-powered analytics are becoming increasingly common to react quickly, especially in times of crisis.
With the proliferation of AI tools, professionals can analyze media impressions and generate reports without being overwhelmed by the massive data pool. This provides practitioners with the confidence to create engaging content for their audience, analyze data in real time, and develop narratives more efficiently.
While artificial intelligence can assist in refining content and generating ideas, crafting meaningful campaigns will always require human creativity and insight. These tools have always been around, but now they’re smarter, more intuitive, and faster.
With humans at the core, future PR will focus on faster, more efficient media intelligence to assist decision-making.
The insights for this feature are drawn from the Agency Reporter PR & Communications Excellence Conference, where CommsCredible’s Founder, Aman Dhall, shared his perspectives on the topic.
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