Artificial Intelligence and PR
In a world where technology is indispensable, multidisciplinary knowledge has never been more important. As such, new ways of interconnecting different fields arise, and given The Square’s scope of work, what could be a better candidate for debate if not Artificial Intelligence (AI) and Big Data in conjunction with the Public Relations (PR) and Communications domain?
Within the PR world, we get in touch with a panoply of activities, most of them structured upon the principle of increasing the revenue, as well as reducing the costs of multiple brands. Having that in mind, without excluding obvious domains such as Psychology, Marketing, etc. Computer Science can play a key role in achieving better results.
The coexistence of AI with PR is a relatively new topic that has received little to no attention, but it has quite the promising future. As we all know, AI is mainly used among different technological frameworks with various purposes, one of which, and a recurrent one, is the automation of tasks.
It comes without surprise that task automation can save up to hundreds of hours each year (if not more!) that’s where AI and Big Data come in handy. As such, having the above-stated topics in mind, we would like to present you with multiple ways of how AI could transform the PR and Communications field of work.
One clear example we would like to share with you can be a simple workflow regarding the production of social media posts, clippings, and reports by following a simple set of steps — Automatic post generation, sentiment analysis, Data gathering, and, finally, Machine Learning to better enhance future posts. For that to be accomplished, we can use AI’s Natural Language Generation (NLG), a technological tool that produces human-like phrases and sentences. After that, once the post is generated, sentiment analysis can be used, by following a set of heuristics that determine the significance of certain Social Media reactions and comments. Finally, with the help of statistical approaches, AI can properly tag, by using the power of Machine Learning Algorithms, whether a post was successful within the intended community or not, further pruning away undesirable posts generation frameworks from the desirable ones to then better generate successful posts. Not only that, but we can further enhance our algorithmic approach to identify possible influencers who are most likely to reach and engage with relevant audiences, inevitably leading to the broadening of brand footprinting.
The final example we would like to share takes into consideration brand protection in the form of AI-Powered Deep Learning software to monitor and detect the growing number of Deepfake videos that wrongfully manipulate spokespeople and company executives’ speeches, which would negatively impact them and the brand that they represent.
As we can see, AI is an extremely valuable tool for many domains, including PR and Communications, and, with that said, we hope to have shed some light on the importance of considering following different approaches that could potentially help us save our time and work. But, of course, never forgetting that, as the emotional and idiosyncratic human beings that we are, our relationships should not be replaced by those of a machine — A perfect balance must be established!
References:
https://www.marketingaiinstitute.com/blog/how-ai-could-transform-pr-and-communications
