Getting your brand noticed isn’t easy. Let’s say you do get some media mentions, maybe a few social media shares, but does it actually translate into more customers or high sales?
Often, it’s hard to tell. That is until artificial intelligence (AI) started making waves, industry by industry.
Now, it’s coming to PR. 75% of global public relations professionals use generative AI (GenAI) solutions, like ChatGPT, in their workflow.
Let’s explore the many benefits AI-driven PR can bring to your business and how to implement it into your PR strategy.
How AI improves PR campaigns
your campaigns in several ways. The technology offers powerful tools to automate processes, streamline workflows, and provide actionable insights.
Here, we dive into how AI can improve key areas of your PR strategy:
Media monitoring & analysis
AI-powered media monitoring tools make it easier to track mentions of your brand, identify trends, and analyze public sentiment in real-time. Traditional media monitoring requires manually scanning news outlets, social media, and blogs.
This is a time-consuming process that’s often prone to error. But AI can scan vast amounts of content quickly and accurately. It can flag relevant mentions and identify emerging trends.
But beyond tracking mentions, AI also analyzes the tone and sentiment behind them. This lets you gain deeper insights into how the public perceives your brand. With this data, you can adjust your messaging and PR strategy, which helps you address potential issues before they escalate or capitalize on positive media coverage.
Content creation & distribution
Content creation and distribution are at the heart of any PR campaign, and AI is revolutionizing both of these processes.
Generative AI tools can help you draft press releases, blog posts, and social media updates, speeding up and making the content creation process more efficient.
You can also use AI to distribute content to the right audiences. Many platforms use AI to identify the best journalists, bloggers, and media outlets for your story. These tools analyze past coverage and audience interests to ensure you send your press releases and pitches to the most relevant recipients.
Another thing AI helps automate is the process of sending and tracking pitches. This saves valuable time and prevents opportunities from slipping through the cracks.
Measuring performance & ROI
One of the biggest challenges of PR is proving the return on investment (ROI) of your efforts. AI helps tackle this by providing data-driven insights that measure the impact of your campaigns.
For example, it analyzes key metrics such as engagement rates, sentiment, and share of voice. It lets you use this information to tract the effectiveness of your press releases, blog posts, or social media posts.
With these insights, you can assess which parts of your campaign are driving the most value and which areas need adjustment.
AI Recruiting Tools: A Parallel Power
Just as AI streamlines PR, it’s transforming recruitment. AI recruiting tools automate tasks, analyze candidate data, and improve hiring efficiency. These tools can:
- Screen resumes: AI can quickly sift through hundreds of resumes, identifying candidates with the right skills and experience.
- Automate outreach: AI-powered chatbots and email tools can engage with potential candidates, answering questions and scheduling interviews.
- Analyze candidate fit: AI can assess candidate personality traits and cultural fit, helping to predict long-term success.
Real-World Applications: AI-Powered PR
Let’s look at an example of how one brand uses AI in its PR campaigns.
Imagine having thousands of people talking about your business daily. They like your posts, share their experiences, and leave discussion-provoking comments. That’s exactly what’s happening on the Beaches of Normandy Tours Facebook page.
It’s a thriving community of history enthusiasts, veterans, and travelers who engage with their content because they genuinely care about the stories being told.
For example, this post and its comments show that many people have a personal connection with World War II. They share family stories and honor the sacrifices their loved ones made. This is exactly the kind of audience that’s drawn to Beaches of Normandy Tours.
But here’s the challenge: With so much interaction, how do you know what’s resonating the most?
AI-powered PR analyzes these conversations, not just by counting likes but by understanding sentiment. This includes what excites people, what sparks nostalgia, and what questions keep coming up.
Beaches of Normandy Tours can use this insight to fine-tune its marketing, highlighting stories and tours that keep connecting. If a veteran’s story draws engagement, the brand can share more like it.
If younger audiences show interest, Beaches of Normandy Tours can adjust messaging to bring them in. Instead of guessing, AI helps the company create content that feels personal—turning engagement into real connections and, ultimately, bookings.
Tips for implementing AI into your PR strategy
If you’ve decided to use AI for PR, you might have trouble getting started. What tools should you use? Which goals should you focus on first?
These tips can help you answer some of those questions.
Identify your primary goals
Identifying your main objectives will help you choose the right tools. If increasing media mentions is your primary goal, look for AI tools that help with media monitoring, outreach, and distribution.
Looking to improve audience engagement? You may want to focus on AI tools that help with content creation, social listening, and distribution. It’s important to note that there’s no hard rule on what tools to use. If you have more than one goal, then it would make sense to use multiple tools to get the job done.
Train your team
AI tools are only as effective as the people using them. So, invest time in training your PR team on how to use the tools properly. Many platforms offer training, resources, webinars, or customer support to help teams get the most out of their technology.
Start with small, manageable projects
Once you’ve identified your goals and tools, start with small, achievable projects to avoid overwhelming your team. For example, some of your first AI projects might be automating social media posts, lead generation, and measuring engagement rates. Or, you could use AI-powered media monitoring to track mentions of your brand and see how your PR efforts are performing.
Takeaway
Incorporating AI into your PR strategy can transform the way you manage campaigns, engage with audiences, and track performance. To make AI work for you, choose the right tools, start small and measure, and lastly, iterate and scale.
As a result, you’ll have a data-driven, step-by-step plan that links every AI tool directly to tangible, measurable results in your PR efforts.
Looking for more information? Speak to an expert at Agility PR Solutions to see how our platform can help optimize your communications workflows.
