How AI is Transforming Digital PR

how ai is transforming digital pr

While the human touch will always prevail in most of your everyday tasks, you should know that there are many ways in which we can all utilise artificial intelligence (AI) wisely in order to run more data-led and newsworthy Digital PR campaigns.

As technology continues to evolve, many companies have to turn to AI as a means to help streamline repetitive tasks and manage time more effectively internally for projects. However, the PR sector is no different, as Digital PR specialists have been looking for ways to use artificial intelligence for certain aspects of the business that can benefit from AI functions.

The Benefits of using AI in Public Relations

If you work in the PR then you know that you need to always be on top of the latest news and trends, which can be a tedious task for public relation experts with information getting missed due to the sheer volume of information available or getting bogged down by irrelevant material from an outdated data from a PR campaign.

By using artificial intelligence, people working in the PR world are able to search through all of the information available across any digital platform at lightning speed and pull out any content that is relevant to their clients by programming the bot to search out specific SEO keywords or phrases. This will ensure that only the content that is important gets flagged to the data analyst. Artificial Intelligence can also be used to monitor media coverage and client’s competitors to ensure that their clients are reacting as needed or getting their fair share of media coverage with their own campaign. For example, AI programming in CoverageBook can track article views, impressions, no-follow and follow links in articles that relate to your Digital PR campaign or mention your client.

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How can you apply AI for more effective Digital PR Campaigns?

Not only can AI be used to track media coverage for your clients by scanning news coverage and pulling out the core metrics that you need to measure for a digital PR campaign and report. But it can also track any trends in topics that the PR lead may want to get ahead of. With its automated process of scanning information, AI will be able to determine the best time of day for press releases, social media posts and other avenues of engagement with their target audience, based on when people are interacting with the information and what platform or means of communication receives the most interaction.

This will provide data that the PR lead can use going forward to ensure they are reaching their target customer as the analysis pulled from the bots report will be able to share insights about the publications you have target for your Digital PR campaign. The data captured can also help PR professionals with recommendations as far as what channels to push their message through, how the content should be built and even what type of keywords and headlines to use in their press release and blog post copy.

Artificial intelligence has many more uses with public relations, other than information scanning and data sorting. It can be used to write up preliminary press releases and even build websites by programming the bot using predetermined algorithms for the gathering and compilation of data. Through data analysis, AI can determine the most relevant information to include in a press release, based on audience interaction and tailor future press releases to capture and keep the audience’s attention. The benefits of AI in PR are enormous, with new uses being discovered all the time as the technology continues to advance and evolve based on the industry’s needs.

One of the greatest fears with automation and the use of artificial intelligence in any company and industry is of course the fear that this will put people out of jobs. While artificial intelligence may seem like it would eliminate the employees, that isn’t the case in the public relations industry. This industry still very much relies on the human touch for face-to-face client interactions, social networking and in providing insights and recommendations on how to use the data captured through AI for the best outcome for the client. In fact, artificial intelligence will enable public relations professionals to focus on tasks that can’t be automated such as brainstorming creative ideas, determining what steps they want to take for their clients and working closely with the client, as opposed to performing repetitive tasks that currently take away from client interactions. Artificial intelligence isn’t something to shy away from in PR as it help you reduce time on research and allow to get ahead of the game for a press opportunity for a client.

How can AI improve my PR Strategy?

Brands invest heavily in public relations efforts, so it’s understandable that you’d want to guarantee that those campaigns are as successful as possible. Each campaign a business produces generates mountains of data that would take human weeks to go through and extract useful insights from. AI, on the other hand, can accomplish this in seconds and produce important insights that can shape and alter future efforts.

Artificial intelligence can also determine the best moments to send campaign emails and social media postings. It can assist you in determining the ideal venues to advertise your campaigns, such as certain social media sites or trade magazines. It may also assist you in determining which bloggers and social media influencers would be the most effective to collaborate with for a creative PR campaign. Also the power of data analysis can give public relations professionals the opportunity to evaluate the success the campaign and measure the success more thoroughly through tracking.

AI is also capable of analysing data to detect sentiment. AI PR systems may scan through digital and traditional media, including social media, to locate brand mentions and assess the overall emotion of that mention by revealing it it’s positive, negative or neutral. With this information, companies can determine what the general public thinks about their brand. Knowing this allows public relations professionals to spot concerns and expertly lead the brand around them. They may also utilise positive emotion to identify and highlight a brand’s strengths as you can use this data to track how people resonate with a clients brand.