Growth Of Public Relation With Implementation Of AI

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public relation and AI
Image Credits: Fresno Observer

We often hear people saying that AI has entered every part of our lives. This is quite true to a large extent. This said, it has also entered many professions making work more simpler and efficient for the employees and employers alike. One such professional field is that of Public Relations. 

Public Relations is an important marketing practice that involves the management of reputation. A career in PR involves strong corporate relations and an understanding of brands. Lots of research and forms of media are used to influence opinion and behavior. PR profession involves building, maintaining, and managing the reputation of brands. There are many steps involved in managing the reputation of any brand and it depends on the research, customer data, and other factors. Public relations officers also take care of crisis communication. Today, efficient and direct communication is essential as there is a demand to maintain personal relations between customers and brands. Once you realize the importance of Public relations in the modern world you will also know that influence, persuasion, conviction, attention is so important for a Brand and it is done through Daily practice and campaigns. 

Artificial intelligence (AI) in simple words is the ability of computer programs or machines to think and learn. AI has the power and potential to transform the way we approach PR and marketing. AI can transform the PR field with its qualities of seeing, writing, moving, reading, or analyzing data. AI offers brands an ability to increase revenue and reduce costs through more intelligent automation and machine- powered predictions.

artificial intelligence, AI
Image Credits: Forbes

Artificial intelligence (AI) is likely to become a powerful tool. Mckinsey& company is the trusted advisor and counselor for influential businesses and institutions. It predicts AI will create up to 2.6 trillion in business value in marketing and sales alone. Building from not only existing research but also extensive interactions with practice, the author proposes to find out the benefit it will provide, rather than becoming a fear in people’s mind. Next, the author proposes a research agenda that addresses, and highlights the importance of AI and the enhancement of building stronger Public relations. Finally, the author suggests AI would not be replacing humans but rather become a powerful tool to augment human power. 

Media uses a more detailed translation of advertising than customary points of view in analyzing and reformulating its fundamental concepts, speculations, standards, ideas, and perspectives. A blend of subjective techniques was utilized to acquire information on Public relations as conceptualized and working on including a literary examination of chronicled material, media inclusion and institutional media, including electronic material, and phone and email meetings of key people to test the advancement of methodologies and impacts. Data has helped in keeping track on the act of  indigenous societies, and present-day governments and nongovernmental associations. The authentic record can show so much of information and bring out the significance of the social measurement for Public relations practice.

As far as the Media’s Future is concerned, it will create identity and reality. It tells about the reality that is going to be changed due to the coming of Artificial intelligence and how important it is to have people who have enough knowledge about it. The environment of working should be filled with specialists who can deal with all of this, and how more than being only about the public, it is going to become Human-Machine relations.

public relation and AI
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Augmented reality is being widely used and research papers very well inform how brands are going to use. It helps to identify various practices and analyze it. There are many digital interventions that help build Public relations and AI in the future to be the unique brand solution.

The AI in the robot market for stock management applications is going to grow at a higher rate.  Giant e-commerce companies, such as Amazon, Walmart, and Alibaba are contributing to the high growth of the AI in the robot market for stock management applications. Machine learning methods are particularly essential in the robotics industry because the data sets are large and diverse, and they change quickly. Also, machine learning is required for voice recognition, voice search, recommendation engines, sentiment analysis, image recognition, and motion detection applications in smart robots. This is the reason and a key factor driving the growth of the AI in the robot market for machine learning.

There has been a fear that AI would replace humans. Public relations has become one of the most essential restructuring powers in the corporate world and digitization provided more space for public relations to develop and come with more and more devices to have an impact. We already are aware of how not only the corporate world but the world, in general, is affected by the campaigns of public relation practitioners. 

Concentrating on the importance it is important that such a powerful builder of corporate relations has to concentrate and commemorate the changing trends in technology and various fields like augmented reality can be a powerful tool for Public relations and it will provide new ways of building and maintaining public relations. When we try to explore we should be well aware of how these future agents are going to transform the public and the environment which are two most important entities of which public relations is made. 

Artificial Intelligence is the intelligence demonstrated by machines that are able to perform tasks that typically require human intelligence.

In terms of PR, this technology has the potential to:

  • Distribute press releases
  • Create media lists
  • Transcribe audio and video into text 
  • Predict Media trends

Is this something public relations professionals should fear? Not at all. As noted by The Public Relations & Communications Association, “Our powers of anticipation and responsiveness separate us from machines. These skills are the ones that will guarantee the future of PR and prevent complete automation. The industry is trying to include all of this in the practice and it will become a more powerful step to build up relations and new communication patterns through these new innovations.

The need of the time for PR professionals is to understand AI use. AI is profoundly reshaping the customer support scene. But what we need to remember is that the public relations is always between the customer and the brand which is run by people so at the end PR professionals need to use AI for their benefit. As PR professionals you don’t need to fear AI but embrace it. When you let machines do the counting, categorizing and the detecting part- it frees the PR professionals to do even more strategic and creative work that they signed up to do in the first place. Look forward to the developments and embrace it for the greater good.

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