How Will Artificial Intelligence Change the Public Relations Field

6 mins read
How Will Artificial Intelligence Change the Public Relations Field.

You might not be paying attention to the artificial intelligence around you, but this technology is already making your life better. For instance, AI has improved healthcare and the way we communicate with healthcare providers. Then there are the personalized ads we see online. The public relations field might benefit from this emerging technology, especially when creating new and exciting marketing campaigns.

Artificial intelligence is improving analytics and will probably expand significantly in the coming decade. Since the public relations field is for trailblazers, this tech will fit right in. Expect to see super helpful and highly intelligent chatbots that can replace customer service, as well as even better press releases written by AI, and so much more!

If all of these sounds intriguing, here is everything you need to know about AI and how it will change the public relations field:

What is AI?

Artificial intelligence stopped being a thing you could only see in sci-fi movies. Instead, it is now becoming a significant part of our everyday lives. AI is a computer science that focuses on creating super-smart machines or devices that can perform various human tasks.

Not sure if you already use AI? Trust us – you are surrounded by it! For instance, every time you use a face ID to unlock your phone, AI works in the background. AI also makes every shopping experience way easier. The recommendations you see on websites like Amazon are all generated thanks to artificial intelligence. It is actively learning about your shopping habits and usually displays items you need at the moment.

AI and Public Relations

Individuals who work in public relations have to go through a lot of information daily. However, artificial intelligence can make their jobs easier and allow them to focus on more important tasks. Programming a bot to search for keywords on various social media platforms can effortlessly help you keep up with the latest trends.

A PR firm usually represents several clients, and AI can help you track their media appearances. Plus, you will be closely following customer reviews. Once again, artificial intelligence will do all the heavy lifting by scanning the web and alerting you to a new post. Furthermore, AI is capable of monitoring direct competition. If you want to stay current on the latest releases or anything related to companies within the same niche, AI is the tool you need.

The Benefits of AI

While some are hesitant to try artificial intelligence, the truth is this new technology can only benefit PR. Whenever there are talks about AI, people are worried they might lose their positions. But in actuality, AI is here to make their jobs easier, especially in PR.

Public relations require constant communication. Therefore, the human element can’t be taken out of it. On the other hand, artificial intelligence can automate various tasks and allow employees to focus on their creativity and individuality. These traits are super important in the PR world, and they sometimes get ignored because there is a lot of data to analyze.

While artificial intelligence can go through information faster than a human brain, you can use it for other inspiring projects. For instance, international teams are working on developing AI that can write engaging articles by scanning similar texts on the internet and including the keywords you want.

While this technology is not yet ideal, artificial intelligence will continue to expand and develop in the following years. It will revolutionize the way companies do business and allow the employees to focus on developing other skills.

The Risk of Implementing AI

Artificial intelligence needs data to give accurate predictions. And by that, we mean unimaginable quantities of information to be as precise as possible. Therefore, companies are collecting an insane amount of personal details on users around the globe. Of course, this database could be super attractive to cybercriminals, so online security has to be at the highest level.

Your company’s networks need to have solid protection around the clock. Therefore, making sure there are no loopholes is a must. If you have teams working remotely, remind them to secure their home connections by performing regular software updates and using tools such as VPN.

A VPN is a lifesaver for anyone working off-site, especially if they tend to use public networks. As you might already know, open Wi-Fi networks could be dangerous because hackers know they can exploit them. Once they get their hands on someone’s login information, the entire company could be at risk.

Luckily, a VPN connects you to a different server and essentially encrypts all the data you send or receive while using Wi-Fi. Even if someone is lurking on the network, they won’t be able to unlock the information they have in front of them, thanks to a VPN.

Illya Skrypka

Marketing manager at PRNEWS.IO
A marketer with more than a decade of experience in online projects. Passionate about analytics and technology.
Joined the PRNEWS.IO team in 2020.
The price of a mistake is less than the price of inaction!

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