We let the facts do the talking.


Part 1 – AI and PR shaky relationship

That world has seen some drastic changes in the last decade, especially when it comes to technology. These advancements have both improved and disrupted our lives. For instance, artificial intelligence. It has transformed the way we communicate and get things done. However, we can’t overlook how machines are fast replacing humans at jobs they’ve held for decades. As Siri becomes our personal assistant and Uber develops self-driving cars, what’s next on the horizon for AI?

Artificial intelligence and PR have had a shaky relationship from the start, but AI has also been one of the most talked-about advancements to hit the industry. AI was always positioned as a means to smoother workflow, and agencies today factor AI simulations in their campaign strategy.

A 2016 survey from Narrative Science found that 58 % of enterprise business executives are already using predictive analytics within their organisation. Companies spend about $30 billion per year on PR, and executives rightfully demand to see a return on that investment. Unfortunately, 82% of practitioners say they have no way to evaluate such returns.

PR coverage has typically been measured by media outlet audience size. However, this yardstick does not tie back to business objectives, and these softer metrics often do not resonate with executives.

With this explosion of content and demand for measurement, PR responsibilities are growing dramatically. You are no longer accountable for just impressions and AVEs, but web traffic, customer engagement, and conversions. These challenges can seem insurmountable with limited time and budgets. Fortunately, we now have two major tools at our fingertips: data and insights. We are entering the era of data-driven PR through artificial intelligence.

AI can now help communicators in every aspect of their strategy and campaign cycle. PR professionals can use these two tools to:

  • Cut through the clutter and find useful, relevant data
  • Quantify buzz and press hits
  • Properly attribute revenue
  • Know which tactics are working
  • Spot brand and revenue indicators
  • Identify PR funnel accelerators

Next week, we talk about the impact of AI on PR success with a combination of the two.


Reem Masswadeh is Client Services Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |