GenAI Is changing Public Relations forever, but not how you may think

Authored by Anubhav Singh, Founder of Bridgers.

Throughout the years, the art of public relations (PR) has flourished in storytelling, setting narratives that reverberate with the targeted recipient groups and establish mass perceptiveness. However, as Artificial Intelligence (AI) emerges and keeps at its rapid growth, PR has been experiencing the unfolding of a brand new chapter. Generative AI (GenAI) is proving itself as a capable force every day, a monumentally uplifting force that aims to substantially amplify the reaches of the industry by subtly reimagining the capabilities of PR.

One might argue that depending on press releases and media activities can churn out the necessary outcomes, but the PR industry has evolved far beyond conventional boundaries. Presently, the landscape throbs with a continuous flow of information across various digital mediums. Recent studies have found that a median internet consumer is faced with a considerable amount of messages, usually between 4,000 and 10,000, every day. To reach individual users beyond this overflow of digital information and establish a dialogue with them using uniquely crafted messages needs a precise level of audience insight that can be boosted substantially by the assistance of GenAI. These algorithms are capable of creating original content - including text, audio and audio-visual. When considering the impact this is having in PR, it interprets to an abundance of usage.

Seamless content creation

GenAI is being increasingly used to draft press releases, social media posts and also customized emails. This seamlessly optimized approach is a result of GenAI’s capabilities to scrutinize a multitude of information available on the internet that consists of key demographics, opinion analysis and trending topics. By doing this, these algorithms can draft factually correct content that is also enthusiastically compelling. McKinsey Global Institute, as per its 2022 research, unveiled that AI-generated content creation enhances output by a considerable 1500% and boosts the productivity of PR professionals, while also conserving valuable time for strategic planning and establishing productive relationships.

Data-driven expositions

Productive PR campaigns are driven by the foundation of instinct and individual experience. However, in today’s information age, GenAI enables PR professionals to establish narratives based on relevant data that echo with targeted individuals more emphatically. GenAI can recognize visible trends by evaluating cross-platform consumer opinions, thus helping to establish contingencies against potential drawbacks well ahead of time. The presumption is shared by the PR Newswire, whose 2023 study revealed that a staggering 73% of PR professionals think AI-powered opinion analysis is pivotal to identifying and neutralizing potential crises. It also unveiled that this allows PR units to dynamically deal with challenges and draft communication strategies that are customized for separate issues of their consumers.

Human-AI collaboration

The perception that GenAI can replace the human expertise and instinct of PR professionals is becoming a common misunderstanding. The dynamic challenges of the digital age require a perfect balance between individual creativity and instinct with the analytical mettle of artificial intelligence, which can enable PR professionals to go the extra mile to interact and establish a meaningful dialogue with the target audience. The PR industry has been handed an extremely productive tool to curate the narrative and position it in a tactical approach while capitalizing on the abilities of GenAI to implement comprehensive campaigns with unparalleled competence and efficacy.

Modifying traditional content forms with GenAI

Traditional practices in producing content go beyond writing texts and the help of GenAI can enable the PR industry to generate aesthetically pleasing content formats to increase consumer engagement. GenAI can create complex content, such as infographic images or videos to display particular data points to explain certain products or services with a couple of mouse clicks, thus indulging in separate learning styles and enhancing the general impact of any PR campaigns. 

Incorporating AI into existing tools

AI chatbots are already being implemented in existing digital service providers, such as Microsoft Bing, Amazon, IBM and others. In the future, the role of GenAI will not just be limited to creating visually pleasing content but it will most certainly be incorporated seamlessly into the current PR software and platforms. This will provide the industry with unique and relevant information on analyzing data of particular demographics, suggestions on content creation and even assist in maintaining the social media calendar. It will enable the industry to streamline productivity and establish a consolidated communications landscape for PR teams.

There has been scepticism among PR professionals and industry leaders concerning the future. However, little debate can be done regarding the shifting paradigm concerning AI and the opportunities it presents. The future will witness enhanced application of AI in the PR industry with its analytical capacities that will shape productivity with increased efficiency and impact. PR professionals are already embracing the transformative power of GenAI and as they continue on their journey, this new-age technology will position itself to flourish in this rapidly changing landscape.