Laying the ground rules for Public Relations in the digital tech era

There has been an accelerated adoption of digital and technology in all businesses since the pandemic period. In the last two years, artificial intelligence (AI) and data analytics have taken precedence in business processes. As in the case of other industry, the Public Relations industry, too, has not remained immune to the march of AI, ML, and data analytics.

In an earlier report dated May 15, 2023, Adgully had explored how these emerging technologies are revolutionising the way PR professionals operate. Continuing with this narrative, in this report, Adgully takes a look at building the skillsets and the knowledge required for PR professionals to successfully harness the power of AI and data analytics unlock valuable insights, enhance their decision-making processes, and tailor their communication efforts to reach their target audiences.

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AI, Data Analytics and the transformative world of new-age Public Relations

Sayantani M Roy, Chief Strategy Officer, PR Pundit, has some interesting observations to share. She said, “AI and data analytics are two different things, albeit massively interconnected. While AI uses vast amounts of data to make assumptions and provide responses, data analytics works to throw up trends, detect patterns that can be used in strategy and planning. Most PR firms are now using AI powered tools in some form for sentiment analysis. The use of AI in measuring PR impact is yet to gain traction, but green shoots are visible. AI tools can also help micro-targeting campaign messages with the help of data analytics. In the day-to-day functioning of a PR firm, it is possible to streamline work processes and practices significantly using AI. Use of tools like ChatGPT, Jasper AI can make the job easier, but not replace nuances and points of view.”

PR companies ensure the ethical and responsible use of AI and data analytics in their operations

Tarunjeet Rattan, Managing Partner, Nucleus PR, noted, “The PR industry in India has always struggled with ethics. Each agency and individual professional has had to decide their own limits and draw the proverbial line that they choose not to cross. This new curve ball will go through the same. One has to keep in mind that these are all tools. How we use the tool is up to us. While data analytics has been used for the past couple of years to add depth to stories and pitches, the AI aspect needs some deliberation. It would be advisable to have a set of guidelines on how to use AI in PR. While one can use AI for all the grunt work, when it comes to content, you have to be clear on the lines you won’t cross. We, at Nucleus PR, have created one for AI in content and put in checks to ensure we stick to it.”

Along similar lines, Udit Pathak, Founder & Director, Media Mantra, pointed out, “By creating ethical standards that lay out transparency, accountability, and fairness in the use of AI and data analytics, PR firms have to ensure the ethical and responsible use of these technologies. Prioritising data privacy requires safe data processing and storage, as well as getting consent for data collection and usage. It’s also crucial to educate employees on the ethical implications of AI and data analytics, data privacy, and possible biases. In order to make sure AI algorithms are not discriminatory or prejudiced, PR firms need to periodically monitor and audit them. Building trust and discussing ethical standards requires open communication with stakeholders to learn about their worries and expectations around the usage of these technologies. Taking these steps can help PR firms improve their reputation and foster stakeholder confidence.”

Mahrukh Inayet, Co-founder & Managing Partner, StudioTalk, added here that the idea is to stay transparent, strictly follow data privacy laws, steer clear of biases, and put in place stringent accountability mechanisms. “We deal with content that creates a larger impact in the world and so we ensure that we communicate responsibly, secure data, and follow fair procedures to earn the trust and confidence of our clients and stakeholders. This trust is sacrosanct because it defines who we are as individuals and as a company,” Inayet said.

Role of PR professionals in the new tech era

Udit Pathak noted that PR professionals are now expected to have a deeper understanding of AI and data analytics to be able to leverage them for efficient work. To identify and prevent potential crises, public relations professionals must be skilled in these technologies and collaborate with data scientists as well as analyse online conversations to formulate data-driven schemes. PR specialists must also adapt and improve their skill sets as a result of the growing usage of AI and data analytics in the PR sector to remain effective and relevant in this competitive field.

Sayantani Roy, too, agreed that a PR professional is a “knowledge economy worker”. According to her, erstwhile possession of good writing, speaking, strategising, problem solving skills and grasp of current affairs coupled with ability to network and nurture multiple relationships (media, advocates, related stakeholders) would suffice. While these traits are still paramount, an understanding of various social tools and platforms, audio-visual basics, navigating data sets to draw inferences are becoming critical for the new age PR professional.

The road ahead

Udit Pathak believed that the convergence of AI, data analytics, and public relations is likely to continue growing in relevance in the coming years. As these technologies keep developing, they will become more sophisticated and offer new opportunities for PR professionals to refine their work. It can be expected to see the increased use of AI-powered chatbots and virtual assistants for seamless communication with stakeholders, more personalized messaging, and further automation of tasks.

He further added, “However, this also raises concerns regarding potential biases, data privacy issues, and the ethical use of AI and data analytics in PR. Therefore, PR professionals must stay vigilant in their adoption and integrated use of these technologies, staying updated on industry standards and ethical practices. While the intersection of AI, data analytics, and PR has the potential to revolutionize the industry, it can only be sustainable when used responsibly and with a deep understanding of its consequences and implications.”

Tarunjeet Rattan noted, “It’s an exciting intersection of industries that could have a powerful impact on the future of reputation building. The next decade will be ruled by PR professionals who understand the old world and new and can bridge the same for brands and teams they work with. When Orkut and Facebook made an appearance, the old guard of PR was dismissive of its possible impact and potential and pretty much missed the digital bus. This time around the entire industry has its game face on and is adamant on staying ahead of the curve. The promotional buzz words in PR now say ‘digital first/ data led/ AI/ analytics’ – words you would not have heard on websites and introductions of PR agencies in the past. So, watch out!”

Vikram Sawant, Co-founder & Managing Partner, StudioTalk, too, believes that the future is extremely promising. He said, “As an organisation specialising in strategic communication and image building, we anticipate AI and data analytics to play an increasingly vital role in our industry. These technologies will enable us to gain real-time insights, track sentiments, and identify trends with greater accuracy and efficiency. AI-driven tools could enhance our ability to craft targeted and personalised campaigns, measure their impact, and make data-informed decisions. However, human expertise and insights will remain essential to interpreting and contextualizing the data to create meaningful, relatable, and authentic communication strategies.”

Tarunjeet Rattan pointed out, “AI and data analytics has been a boon with so many hours of manual labour saved. Remember the cut-paste days of making dockets, hours of tracking, writing reports, creating a PPT, putting out an article, multiple weeks of research are all made easier with a click of a button with analysis to boot.”

“Now, while all this is available to us, the PR professional has a lot of additional hours to study and look at how and where to use the intelligence provided. The PR professional of the future will need to know how to do this and become proficient at using these tools to gather this intelligence,” she concluded.