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Exploring AI Technology for the Future of PR
In the current digital era, it’s hard to come across anyone unfamiliar with the term AI, which stands for Artificial Intelligence. Artificial Intelligence itself refers to a constructed intelligence designed to simplify human life. Over the past few years, AI has undergone rapid development, transforming various aspects of life, particularly in the realm of work, including the field of Public Relations (PR).
As PR practitioners, we’re compelled to stay updated with trends and the latest developments within the industry, including technological advancements. In this regard, the utilization of AI in the PR profession can significantly aid in efficiency and productivity when handling daily PR tasks. In Indonesia, minister of Communication and Information Technology Budi Arie Setiadi mentioned that the implementation of AI technology will truly facilitate PR practitioners in enhancing their communication with the public (kominfo.go.id, 2023). Hence, this article will delve into 5 AI applications that can simplify the work of PR practitioners.
Meltwater is an AI-based platform designed to assist PR practitioners in analyzing media to understand and manage brand image up to specific topics. This AI provides several dashboards that aid in monitoring, benchmarking, and analyzing social media activities. The application actively monitors social media, news sites, and online forums to track how much a company’s brand or a specific topic is being discussed. Through this platform, PR practitioners can easily make more informed decisions in planning more effective communication strategies and managing brand image more effectively. This enables PR practitioners to be more responsive, adaptive, and proactive in handling the communication aspects of the companies they represent.
2. CoverageBook
CoverageBook is a platform that assists PR practitioners in creating media coverage reports more efficiently and in a more structured manner. This type of AI helps streamline the process of crafting PR reports, including media placements, audience reach, and article sentiments from various platforms such as online articles, social media posts, and television coverage. On the other hand, the advantage of this AI is its ability to make our reports easier to read and visually appealing. By providing a comprehensive overview, this tool significantly aids PR practitioners in communicating strategies or efforts to clients or stakeholders in a more accessible and visually engaging manner.
3. TrendKite
TrendKite is a platform that assists PR practitioners in providing in-depth analysis of the impact of executed PR campaigns. This AI conducts data analysis from various media sources to offer a more comprehensive overview of a PR campaign’s performance. The advantage of using this AI lies in its capability to analyze not only public sentiment — such as positive, negative, or neutral conversations — but also to provide insights into how our campaign messages are interpreted by the public. This AI truly aids a PR practitioner in making smarter strategic changes and enhancing the effectiveness of their campaigns.
4. Agolo
Agolo is an AI-based application designed to simplify and summarize news articles, making information more easily digestible within a short time frame while staying up-to-date with changes on the internet. This aids PR practitioners in expediting decision-making processes and enhancing responsiveness to changes within the business environment or related industries when crafting effective reports or communications.
5. Cision Communications Cloud
Cision Communication Cloud, the AI-powered application, assists PR practitioners in managing campaigns from planning and execution to effectively evaluating them. This optimization enables the enhancement of subsequent campaign strategies for potentially greater effectiveness. The application also aids in identifying and understanding relevant stakeholders associated with the brand or company being represented, allowing PR practitioners to design communication strategies that align better with these stakeholders. Indirectly, this AI contributes significantly to managing the brands or companies they represent.
So, are you captivated by the revolutionary power of AI in reshaping the PR paradigm? With heightened efficiency, this technology opens doors to limitless possibilities for PR practitioners. Do you also feel tempted to explore this new avenue in PR?
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