PR Prepares for AI
Future PR professionals will need to have some understanding of hard sciences like statistics, data analysis and minor computer programming for manipulation of AI-centric databases.
AI is rearing to change PR in a number of ways including the automation of menial tasks allowing more focus on big picture items (Martins, 2017).
Communication professionals shift with technology in order to ensure they are reaching their intended audiences. Audiences relying upon cellular and mobile devices to access entertainment and news mean information professionals in public relations, marketing and journalism need to use those channels to communicate. According to Pew Research, 85 percent of adults have a smartphone and over half rely upon cellular devices to access news and entertainment (Pew Research, 2021).
PR professionals of the future will need to be experts of public relations with basic grounding in data analysis, customer relationship management. PR is becoming an art and science with the ability to use data to calculate the best channel and time to reach an intended audience to inform about a brand’s operations.
PR will also have to integrate planned communications with marketing directors to ensure a cohesive effort. Corporations and brands are already integrating PR and marketing into one C-level directorate which controls the overall strategy for all brand communication whether its informing or influencing consumers.
The art of PR using it to inform audiences was always hard enough but now PR pros need to delve into the science of their systems to better fulfill the obligation of managing the reputation of their organization.
Big Data Gets Smaller
The old days of public relations professionals firing and forgetting press releases are over. A new world with access to compounding computer technology allows access to information and data to target specific audiences and collect detailed feedback on effectiveness of a campaign. Data analysis, machine learning and artificial intelligence allow the instant collection of data points to inform current and future campaigns.
Information professionals need to understand current and emerging technology. This means training on operations like social media algorithms, data analysis and the software to use it. A professional should have a little understanding of how to manipulate the systems as the foundational level to find the data they need.
PR isn’t just about the strategic communication and placement it also delves into the realm of customer service as social media channels are increasingly the go-to for consumers to voice issue with brands. This means including basic training customer relationship management tools which are essentially just large databases of information concerning the customer’s interactions with the brand or company.
References
Conway, S. (2021, August 26). 4 ways technology is changing the public relations industry. Agility PR Solutions. https://www.agilitypr.com/pr-news/public-relations/4-ways-technology-is-changing-the-public-relations-industry/
Council, Y. E. (2017, March 20). Council Post: How Advancements In Artificial Intelligence Will Impact Public Relations. Forbes. https://www.forbes.com/sites/theyec/2017/03/20/how-advancements-in-artificial-intelligence-will-impact-public-relations/?sh=73fd54b941de
Martins, P. (2017, November 26). How AI is Changing PR. Medium. https://towardsdatascience.com/how-ai-is-changing-pr-14b40b8cd619
Pew Research Center. (2021, April 7). Mobile Fact Sheet. Pew Research Center: Internet, Science & Tech. https://www.pewresearch.org/internet/fact-sheet/mobile/
Rodrigues, N. (2021, April 22). Council Post: Why Integrated Marketing Communications Is Crucial To PR Pros’ Survival. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2021/04/22/why-integrated-marketing-communications-is-crucial-to-pr-pros-survival/?sh=5a2367f24c5d
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