Economic Arguments Propel AI into PR Crisis, Yet Human Element Remains Key

Artificial Intelligence is permeating every aspect of our lives. At least it seems that way.

We chat with customer service bots. Pandora creates a playlist of songs for us after we’ve listened to a few tunes. Amazon’s Alexa ‘writes’  our grocery list. In addition, ‘she’ gives us the day’s headlines and provides the weather, all with a few simple commands.

And with technological innovation continuing to seep into media–software and applications are writing basic stories, including sports recaps, in some newspapers–it makes sense that AI should enter PR.

With the harried pace of PR, AI tools, in theory, should make communicators’ lives easier. For example, AI can assist with measurement and campaign assessment.

Similarly, perhaps AI can add the equivalent of a few extra hands during a PR crisis.

Job Concerns

However, as AI continues to expand into more areas of PR,  some communicators are wary. They’re concerned technology may replace them eventually.

On the other hand, tech enthusiasts have a counter argument. They believe AI adds capabilities to the PR sector.  Tools can handle routine tasks, freeing PR pros for more strategic work.

In addition, AI can analyze large amounts of data and content quicker and, in some cases, better than humans. Again, arming a PR pro with the results of such an analysis is a win for the industry, advocates say.


Another Industrial Revolution

Similarly, Valentin Saitarli, CEO and co-founder of PRAI, ”your personal, AI-powered PR agency in a box,” sees a parallel with the great industrialization periods.

“These [new industrial technology and] processes did not deprive people of work, but rather expanded opportunities for them,” Saitarli says. “New technologies optimize processes rather than eliminate them by providing new ways of doing things.”

He cites Uber as an example.

“Uber did not exclude the profession of a driver, but only provided a new tool for drivers,” he says. “At the moment, we can see how professionals, carrier companies, and ordinary drivers use this service, although initially Uber also caused an emotion of fear [for the industry].”


AI Making PR Affordable?

Unfortunately, not all organizations can afford PR.

Even during a PR crisis some organizations operate sans anyone handling communication.

Also, because of the burgeoning economic downturn, companies are looking to optimize their budgets and resources. This is another reason an AI tool could enter the conversation.

The PRAI platform, its developers claim, can provide an entire range of PR services, presumably at an affordable cost. 

These services include speech recognition software that will convert voice interviews to text quickly.

In addition, it can conduct natural language processing. This lets the platform comprehend and analyze tone, nuances and other meanings within large documents.

From there it can  highlight key content, keywords, entities tonality and topics.


Easier Pitching

Letting PRAI handle these activities, the company says, will increase pitching speed and facilitate content creation.

In addition, PRAI says its tool also can analyze content, perhaps faster and better than humans.

Using AI it synthesizes patterns of information from related sources, open libraries and trending news.

From content creation to targeting audiences and measuring results, the platform claims it can create an entire campaign.

It’s particularly useful, they add, for PR pros who may not be very experienced or working in a sector they don’t well.

The platform even seems to proceed through the challenging task of media relations.

A PRAI press release says the tool helps target pitches using “an extensive journalist database....” This ensures media will open pitches and respond.

An NFT certifies pitch content is unique to each recipient. Instead of sending a standard template email to many recipients, pitches are tailored for each media member.

After that, the tool “monitors reply rates, immediately analyzes responses, and corrects campaigns accordingly,” the release says.


Keeping Humanity in Crisis

Regardless of PRAI’s bells and whistles, AI tools, at least at the moment, require assistance from programmers.

As such, it seems the human element will remain a required part of the equation for AI tools for a while.

For instance, someone must monitor pitches sent, as well media inquiries or responses that arrive as a result of pitches.

Most important, PR pros must build relationships with media after the pitch is sent.   

While PRAI, if it is cost-effective, may provide more companies with PR services  and offer help during a crisis, it’s important to strike a balance between an all-out takeover and communication innovation.

Saitarli believes that when a PR crisis strikes, and there’s a premium on human resources, the right tool can offer help.

“During a crisis, it is very important to look for innovative ideas that will help in the future to introduce new approaches both in business and in work with clients.”