Role of AI in developing PR and marketing strategies for brands

Authored by Meenakshi Gambhir - Senior Director Public Relations, Scroll Mantra

In today's fast-paced digital era, businesses are constantly seeking innovative ways to stay ahead of the competition and effectively communicate their brand message to the target audience. Public Relations (PR) and marketing strategies play a crucial role in shaping brand perception and attracting customers. With advancements in technology, one tool that has emerged as a game-changer in this realm is Artificial Intelligence (AI). As a PR professional with over a decade’s experience in the industry, I have witnessed first-hand, the transformative power of AI in developing successful PR and marketing strategies for brands. In this article, I will delve into the role of AI in shaping these strategies and highlight its key benefits.

AI, with its ability to analyze vast amounts of data and derive meaningful insights, has revolutionized the way PR campaigns and marketing strategies are developed. Traditionally, PR professionals relied on manual research and analysis to understand the market landscape and consumer behavior. This process was time-consuming, and the results were often limited in scope. However, with AI-powered tools, such as natural language processing and machine learning algorithms, PR professionals can now gain access to real-time data and extract valuable information that can drive their strategies.

One area where AI has made a significant impact is media monitoring. Monitoring the media landscape is essential for brands to track mentions, analyze sentiment, and identify emerging trends. AI-powered tools can quickly scan thousands of articles, blog posts, social media conversations, and online forums to provide a comprehensive overview of the brand's reputation. These tools can not only detect and analyze mentions of the brand but also evaluate the sentiment associated with those mentions. This real-time analysis allows PR professionals to respond promptly to any negative sentiment and capitalize on positive trends.

During my tenure as a PR Director for a leading restaurant, we faced a situation where a negative sentiment regarding one of the performances started gaining traction on social media. By leveraging AI-powered sentiment analysis tools, we were able to detect this sentiment early on and address the concerns of our customers. This proactive approach not only helped us mitigate the negative impact but also allowed us to enhance our brand image by showcasing our commitment to customer satisfaction.

In addition to media monitoring, AI can also assist in identifying influencers and thought leaders who can amplify a brand's message. AI-powered tools can analyze an influencer's reach, engagement levels, and relevance to the brand's target audience. By leveraging this information, PR professionals can identify the right influencers to collaborate with, ensuring that their brand message reaches the right people. This targeted approach can significantly increase the effectiveness of influencer marketing campaigns.

I recently had the opportunity to work with an AI-powered influencer discovery platform for a self – grooming brand. Instead of manually sifting through countless profiles, the platform utilized AI algorithms to match our brand's target audience demographics with the influencers' follower demographics. The platform provided us with a list of influencers whose audience closely aligned with our target market, making the selection process more efficient and effective. This resulted in higher engagement rates and improved brand awareness among our target audience.

 Another area where AI is revolutionizing PR and marketing strategies is personalization. With the help of AI, brands can now deliver highly personalized messages and experiences to their customers. By analyzing customer data, including browsing history, purchase behavior, and social media interactions, AI algorithms can identify patterns and preferences to create tailored marketing campaigns. Whether it's personalized email marketing, dynamic website content, or customized social media advertisements, AI enables brands to engage customers on an individual level.

However, it's important to note that while AI can provide valuable insights and automation, human expertise and creativity remain essential. AI should be viewed as a powerful tool that complements the skills and expertise of PR professionals, rather than a substitute for them. The ability to interpret data, develop compelling narratives, and build relationships is still best accomplished through human intelligence. By leveraging the power of AI in combination with human creativity, PR professionals can achieve exceptional results.

In the fields of PR and marketing, AI has proven to be a game-changer. The way that brands create their strategies has been completely transformed by its capacity to analyse massive volumes of data, monitor media sentiment, identify influencers, and personalise communication. As a communication practitioner, I have seen personally how AI-powered solutions can improve consumer interaction, boost brand reputation, and spur business growth. But it's crucial to keep in mind that, rather than replacing human abilities, AI should be used as a tool to enhance them. In the modern digital era, PR professionals can help their brands achieve new heights of success by embracing AI and fusing it with human creativity.