Five aspects of using artificial intelligence in a PR agency

Artificial intelligence or AI is an unavoidable topic in the media, LinkedIn announcements and conversations of marketers and PR executives this year. In an October survey on social media, we surveyed the opinion of colleagues about AI, and Vox Populi revealed a positive attitude of the profession towards the use of ChatGPT or other AI chatbots in the workplace. Half of our followers already use them to create creative concepts, but most consider their workplace to be irreplaceable. Find out more about the use of artificial intelligence in PR below.

1. Creating concepts

AI will not create a creative concept for you to send to the client for approval.

However, the ideas you will get, if you give it detailed instructions, can help you brainstorm or further develop your own campaign concept idea.

Artificial intelligence can be useful in the process of designing a creative press kit, but it cannot predict the supplies of the products in the warehouses in your market, which is why using ChatGPT, if you are going to use it solely as a substitute for your own ideas, can complicate your job, instead of making it easier.

2. Analysis and sentiment of articles

Artificial intelligence is extremely good at assessing the sentiment of an article and the sentiment towards a company or brand, and analyzing text. It it is great at condensing large amounts of data into meaningful summaries and conclusions.

But AI can’t replace your intuition when making decisions, and it also doesn’t have the knowledge to predict human emotion. The certain sentiment of the article may have caused the bad relationship between the journalist and the client in January 2010, which is sometimes an important factor in deciding whether it is necessary to react to a publication and what the outcome might be.

3. Crisis communication

When a very quick reaction is required, you will listen to the instincts that are the result of your many years of experience. But you can use AI to check if there’s a negative outcome to your statement that you missed before you send it to the media.

4. Public opinion research

Artificial intelligence provides great help to researchers of all profiles and professions. It will remember relevant aspects of a topic that you will remember only after detailed research and reflection. It will help you as a basis for designing your research.

5. Inspiration and copywriting

Tools like ChatGPT are great for creating decorative text and posts where a photo tells a story and can also be a source of inspiration for creative writing. However, texts in PR should encourage the audience to think or want to read more, and are very dependent on the moment and context, and the question is whether artificial intelligence texts have the same power of persuasion as texts written by humans. Half of our followers think that content for the web or social networks written with AI can be entertaining or drive purchases.