How Does Artificial Intelligence Assist The P.R. Industry?



Artificial intelligence (AI) is finding its way into customer service, online search and even the crafting of articles.

All this gives rise to a new phenomenon for communicators: “content intelligence.”

Content intelligence focuses on high-value content creation and the hyper-targeting of audiences.

The widespread investment in and use of big data are changing the foundation of public relations. Likewise, new technologies embedded in natural language processing (NLP), semantic analysis, machine learning (ML) and artificial intelligence are requiring PR pros to embrace new methods—but benefits abound.

In addition to managing routine tasks, AI can analyze data to help develop targeted stories, make recommendations, monitor digital media channels, and even predict customer wants and needs.

Here are four ways that PR pros can implement emerging technologies:

1. Get educated

PR practitioners can benefit by understanding the differences distinguishing AI, ML, NLP, and semantic analysis.

Think of these technologies as a layering of one to the next.

AI teaches systems to perform tasks based on ML and NLP. Think about Alexa, Siri, “Hey, Google” or Apple’s HomePod. AI can differentiate between languages and visual perceptions, including images and videos.
ML enables computers to learn from patterns. Based on predictive analytics, ML can help practitioners identify patterns to predict future actions.
Semantic analysis is understanding the emotion, sentiment, and tone of online conversations about your brand. PR pros can use semantic analysis to choose the right words and develop personalized experiences based on customer service ratings, comments, retweets, and shares.
NLP enables practitioners to analyze text, extract data and retrieve key findings to customize campaigns.

The unparalleled progress of these technologies affords PR pros the analytical intelligence to predict what their customers want and to proactively create personalized content.

2. Generate optimized content

Search is a crucial technology that has reshaped our industry. Individuals searching the web have four motives: I want to know, I want to go, I want to do, I want to buy.

Tapping into each motive promotes high-quality, data-driven content based on user-centric strategies, supporting the ultimate goal for a writer—being widely read.

Use Google’s EAT and YMYL search guidelines to develop high-quality content.

EAT (expertise, authoritativeness, trustworthiness) . An acronym for what every high-quality page needs to achieve the “top of search” and improved relevancy.

YMYL (your money or your life) . Pages that could affect users’ happiness, health or wealth.

Understanding your company’s social stream data can help practitioners develop tailored content.

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