Posted: May 13, 2018
There are a wide range of PR tools out there, and the list is growing on a daily basis. One of the buzzwords in the marketing industry as a whole at the moment, is Artificial Intelligence (or AI). So far we have seen how good Ai can be at helping us with data mining keywords which can be useful for content marketing such as blogging and so on, but there hasn't been much evidence as to how it may help us build the sort of relationships with journalists and influencers that we need to survive in this competitive landscape. After all, AI is not clever enough to deal with emotional intelligence – well, not yet anyway! It is fair to say that at the moment humans still prefer to build a relationship with other humans and not with robots.
However, machine learning is a great tool in that it can help with tasks such as solving customer services issues, booking hotels, and so on so it is not a great stretch to say that one day it may be able to help us generate pitch ideas for journalists. However, in order for it to do that it will have to be a blend of both human insight and technology. Think of AI as a tool you can use to help you with your strategic thinking by enabling you to feed it lots of data and asking it to draw conclusions from this data. In this way AI can help you to really focus in on the data that is relevant to you and your brand, and also keep on top of which of your PR efforts are working and which aren't.
Now there is no need to panic, you don't need to start working on changing the way you work to incorporate AI just yet - you can carry on using press release software and other tools just like you normally do. However, you should start to think about what impact AI could have on PR and how you can maximize the benefits of this. If you are old enough to remember a time before computers, then think about the impact they had on the reduction of paperwork and other administrative tasks when they started to be widely used in the workplace. What baby steps could you be taking now so that when AI does become more widely used, you are taking full advantage of it from the outset?
It could be a good idea to start thinking about what sort of tasks you do on a daily basis, for example, that could be automated? Think about tasks that are essential for business promotion, but take a large amount of time, such as social media. Finding people to follow, following them, engaging with your customers, posting interesting and valuable content and so on can take an enormous amount of time out of the day, and automating these sorts of tasks would leave you a larger proportion of time to spend on other activities within your business, such as decision-making and creative work.
Some ways you could start to think more about the advent of AI are:
1. Adopt the mindset of a reporter – when you are pitching journalists you have probably started to realise that they are not only very curious people, but also very skeptical about what they are seeing and hearing and so ask a lot of questions to make sure they fully understand every little detail. This is a great way to approach learning about AI and what it can do for you.
2. Lay a good foundation – if you are already familiar with the technologies that AI uses and worked out how they can help you in tasks that are currently manual then you will be one step ahead of your competitors, if not more.
3. Look for an AI advantage – grab all of your team and have a brainstorming session to see what ideas you can come up with for where AI may fit into your business and what tasks it can help with.
AI may turn out to be one of PR's most valuable tools, but only time will tell. In the meantime, if you want to find out more about the best press release service then you should call our friendly team today on 020 8720 6914 or send us an email to firstname.lastname@example.org