If you were asked a few years ago about the impact of AI on any industry, you might have given a general answer, such as, ‘AI was just a cool tool useful, but not game-changing.’ Today, however, AI has completely transformed the way we work. It’s no longer just a fancy tool; it’s a force multiplier impacting multiple industries.
The adoption and implementation of artificial intelligence technologies by organizations can help analyze the return on investment of public relations efforts and ensure alignment with corporate goals and objectives.
As of December 2024, research shows that over 65% of global public relations (PR) practitioners believe artificial intelligence (AI) would be most influential in research, list creation, or brainstorming. This was followed by 62% who identified brainstorming as a key area, while 57% cited composing initial drafts. Additionally, the same report found that 75% of PR professionals worldwide had already integrated generative AI technologies into their workflows.
The integration of artificial intelligence (AI) into the public relations (PR) sector marks a significant shift in how PR practitioners deliver services to their clients and target audiences. Gone are the days of relying solely on intuition and experience, as new methods now allow us to track performance and measure success. Let’s explore this further.
Improving human ideas and inspiration
AI has the potential to spark and develop innovative ideas, while also considering the target audience, category, and brand. Tools like Writesonic and ChatGPT allow you to quickly and easily gather context. Additionally, you can tailor your requests to receive more relevant information.
Research from McKinsey & Company reveals that employees are seeking more support and training in generative AI.
Organizational Efficiency
AI is empowering public relations teams to move away from manual tasks. It handles routine, repetitive jobs with precision and consistency, allowing your staff to focus on higher-value activities like campaign design and optimization. This not only saves time and resources but also leads to more efficient campaigns that enhance your ROI.
In many ways, AI is like a highly productive coworker who never sleeps. It streamlines processes, identifies trends, and uncovers insights that might otherwise be overlooked. Tasks that once took hours or even days can now be completed in minutes, boosting overall productivity and efficiency. Moreover, AI-driven analytics give us a competitive edge in today’s fast-paced business world, helping us make smarter, data-driven decisions that deliver better results.
Overall, I’ve seen AI not only improve organizational performance but also foster innovation and open doors for future growth.
Customer Engagement
AI for customer engagement provides real-time insights into the successes and shortcomings of your campaigns, even offering precise forecasts. This enables you to adjust your tactics, refine your strategy, and deliver the right content to the right audience at the right time. When your campaign resonates with your audience, they’re more likely to click, read, and convert.
By aligning the right AI-powered tools, core technologies, and data with a redefined engagement strategy, businesses can enhance customer interactions across all touchpoints. McKinsey’s research highlights this new approach to customer service, which includes proactively engaging with clients before they even reach out with a specific need, offering AI-driven solutions, and evaluating performance afterwards.
Will AI replace PR?
The way professionals approach their work is being transformed as artificial intelligence (AI) is integrated into nearly every industry. While the idea of AI replacing PR practitioners may seem intimidating, the reality is far more complex and rewarding.
AI isn’t here to replace us, it’s here to enhance our skills as PR professionals, providing powerful tools that increase productivity, accuracy, and strategic insights. In subsequent blogposts we will explore the multifaceted role of AI in PR, showing how it can be a valuable ally rather than a replacement. It will also offer practical advice on leveraging AI to elevate your PR efforts while being mindful of the potential risks of using AI carelessly.
Finding the Right Balance in Digital PR
Artificial Intelligence (AI) is a powerful tool for enhancing productivity, but true excellence in public relations lies in the uniquely human abilities that set great PR practitioners apart. Investing in these human skills remains essential. Effective PR requires a deep understanding of context, timing, and nuance to craft compelling pitches. Some aspects of creativity are simply beyond AI’s reach—writing impactful public relations content is an art that blends rhythm, alliteration, and a careful balance of sentence structure. While a good writer knows the rules of grammar and composition, a great writer understands when to break them for maximum impact.
AI operates by analyzing and reorganizing existing text, data, and language patterns. While it can produce grammatically sound content, it lacks the emotional depth and originality that a skilled human writer brings. AI cannot generate truly novel ideas. This presents a challenge for PR professionals relying solely on AI—journalists and publications are unlikely to cover stories that lack originality and fresh perspectives.
The Human Touch in PR Strategy
While AI has many valuable applications in public relations, it cannot replace human judgment, experience, and strategic thinking. AI-driven tools provide data and insights, but it takes a PR expert to interpret these insights, understand a brand’s unique voice, and build meaningful industry relationships. The best approach is to leverage AI as a resource that enhances PR efforts, allowing professionals to work more efficiently without sacrificing creativity and authenticity.
Looking for a Trusted White-Label Digital PR Partner?
If you run a digital PR agency and need a reliable white-label partner, Detutu Media is here to help. We provide seamless, high-quality digital PR services, allowing you to scale your business without compromising on quality. Let us handle the heavy lifting so you can focus on growing your brand. Reach out to us today to see how we can support your agency’s success.
