We let the facts do the talking.

The growing dominance of programmatic PR

Part 1

Like most industries in today’s age, PR is witnessing a growing influence of artificial intelligence (AI). From how we operate to how we evaluate our success, AI has allowed us to make massive strides in refining the way we target our communication to the right audience. It has also led to an increased use of Programmatic PR, which uses programmatic audience targeting technology, through which we can push PR content in different formats such as articles, infographics, and videos, towards relevant audiences in locations and placements that are appropriate to our readership.

In essence, it blends in the PR content and messaging within the native content of the platforms that is preferred and trusted by the audience most valuable to the brands. The PR messaging is tactically positioned to resemble the native content of the platform, so it is not as intrusive as traditional advertising to the overall experience of the target audience. It also breaks through the clutter and selective perception of ads, which allows for higher viewership and more credibility to the message.

A big advantage of Programmatic PR is the ability to include a link that can lead the viewer to the brand’s website, social media channels, or the digitised version of the published content. In addition to the informative nature of the PR content, the added journey through the link allows you to continue the conversation and track users. The use of AI and clever data algorithms also ensures the messaging can be adapted based on how the viewer progresses through the links. It ensures the right message is delivered at the right place, while tracking allows us as a PR manager to measure the impact of our messaging. The whole process is incredibly efficient and has several organic benefits, such as:

  • Increase in interest, leading to a rise in web searches and website visits.
  • Higher domain authority for your website if the content is uploaded as a blog or an article.
  • Higher ranking by Google for the relevant keywords versus competitors.
  • Increased chances of getting discovered on all platforms through synergy in the keywords among website, social media channels, and programmatic PR.


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. |