The rapid advancement of tech in the last few decades has successfully managed to change many factors of society and daily life, and this is especially true in terms of communications and more specifically, public relations. The latest tech advancement that has already started changing the industry and the way that it operates is artificial intelligence, even though it’s still in the relatively early stages of development. Although there are a number of artificial intelligence tools that are already available to companies in terms of their public relations efforts, many businesses still don’t know how to use them the right way, or what opportunities they have available to them by using such tools. Nevertheless, given the sheer number of tools that most companies use for their public relations efforts, including things like social media management, website analytics, social listening, and more, they are already using some sort of AI-powered tools.
AI or artificial intelligence is somewhat of a replication of human thought in machines that have been programmed to think or act the way that people do. However, the term is also used to refer to any man-made machine that is able to portray characteristics of humans such as problem-solving or learning. The biggest capability of AI is for these machines to be able to rationalize and go through actions that have the highest odds of achieving the given goal. Next, machine learning is a segment of AI that refers to the idea that machines are able to automatically learn from and optimize according to new data points without getting any help from people. Through deep learning, machine learning automates this type of learning by absorbing vast amounts of data that is unstructured, whether that’s going to be text, video, or photos.
Public relations is simply strategic communications that allow companies to utilize various communications efforts in order to positively influence the opinion that the public and media outlets have over their brands. It’s generally used to improve a company’s reputation by providing the business with more exposure through various strategies including social media and general media coverage, which companies don’t have to directly pay for to be able to achieve. One of the most important things that allow companies to continue operating and even growing is their reputation and public image because potential consumers are a lot more likely to do business with a company that they trust, and companies can establish that trusting relationship with their target audiences through the right public relations efforts. By incorporating the various artificial intelligence into public relations efforts, companies will be able to effectively communicate relevant messages to each segment of their target audience. That’s because companies can feed the vast amount of data they’ve already generated on their consumers to the numerous AI tools they have at their disposal and create communications strategies that generate the best possible results.