How PR Practitioners Who Embrace AI Can Deliver Better Results and Become More Effective Communications and Media Practitioners

By Syed Mohammed Idid, General Manager Strategic Communications and Stakeholder Engagement West Coast Expressway and member of the Institute of Public Relations Malaysia and Public Relations Communications Association of Malaysia
PR practitioners who embrace AI are able to deliver better results and become more effective communications and media practitioners by upskilling their abilities in using AI tools.
AI tools can help PR practitioners to generate and distribute content more efficiently and effectively. AI writing tools, such as ChatGPT and Jasper, can help PR practitioners to generate high-quality content for press releases, blog posts, social media, and other channels.
AI distribution tools, such as Prowly and Cision, can help PR practitioners to distribute their content to a wider audience.
Monitor and analyze social media and news coverage. AI social listening tools, such as Determ and Brandwatch, can help PR practitioners to monitor social media and news coverage of their clients and brands.
This information can be used to identify trends, track public sentiment, and measure the effectiveness of PR campaigns.
Identify and target key influencers. AI influencer marketing tools, such as BuzzSumo and BuzzStream, can help PR practitioners to identify and target key influencers in their industry. This can help PR practitioners to get their messages out to a wider audience and build relationships with key stakeholders.
Measure the results of PR campaigns. AI PR analytics tools, such as Meltwater and Burrelles, can help PR practitioners to measure the results of their campaigns. This information can be used to identify what is working and what is not, and to make necessary adjustments to future campaigns.
Here are some specific examples of how AI tools can be used to enhance the PR person’s value:
ChatGPT can be used to generate press releases, blog posts, social media posts, and other types of content. It can also be used to generate creative ideas and to brainstorm new PR campaigns.
Jasper can be used to generate high-quality, SEO-friendly content for a variety of purposes, including press releases, blog posts, website copy, and social media posts.
Determ is a social listening platform that can be used to monitor social media and news coverage of specific brands and topics. It can also be used to identify trends and track public sentiment.
Brandwatch is another social listening platform that can be used to monitor social media and news coverage. It also offers a variety of features for analyzing and reporting on social media data.
Prowly is a media relations platform that can be used to distribute press releases and other content to journalists and bloggers. It also offers features for tracking the performance of press releases and other content.
Meltwater is a PR analytics platform that can be used to measure the results of PR campaigns. It tracks mentions of brands and topics in social media, news, and other online sources.
By upskilling their abilities in using AI tools, PR practitioners can become more efficient and effective in their work. This can lead to better results for their clients and organizations.
I would also add that PR practitioners who embrace AI are more likely to be seen as thought leaders in their field. AI is rapidly changing the way that PR is done, and PR practitioners who are ahead of the curve will be in high demand.
AI can help PR practitioners to combat fake news and enhance their ability for crisis preparedness in terms of issues identification and crisis mitigation by using core AI tools in the following ways:
Combating fake news
AI-powered fact-checking tools can help PR practitioners to identify and debunk fake news stories. These tools can analyze large amounts of text and data to identify patterns and inconsistencies that may indicate that a news story is fake.
AI-powered social media monitoring tools can help PR practitioners to track the spread of fake news on social media. These tools can identify keywords and phrases that are associated with fake news, and they can track how these terms are being used in social media posts.
AI-powered content generation tools can be used to create educational content that helps people to identify and avoid fake news. This content can be shared on social media and other channels to help people to become more informed consumers of news and information.
Crisis preparedness
AI-powered social media monitoring tools can help PR practitioners to identify potential crisis issues early on. These tools can track keywords and phrases that are associated with crises, and they can identify emerging trends and patterns.
AI-powered sentiment analysis tools can help PR practitioners to measure public sentiment towards their clients and organizations. This information can be used to identify potential reputational risks and to develop crisis communication plans.
AI-powered scenario planning tools can help PR practitioners to develop crisis communication plans for a variety of different scenarios. These tools can help PR practitioners to think through the potential consequences of different crises and to develop strategies for mitigating those consequences.
Core AI tools
The following are some core AI tools that PR practitioners can use to combat fake news and enhance their ability for crisis preparedness:
*Social media monitoring tools: *These tools can be used to track social media conversations and identify trends and patterns. Some popular social media monitoring tools include BuzzSumo, Brandwatch, and Sprout Social.
*Fact-checking tools: *
These tools can be used to identify and debunk false information. Some popular fact-checking tools include Snopes, FactCheck.org, and PolitiFact.
*Content generation tools: *
These tools can be used to create educational content, such as blog posts, articles, and videos. Some popular content generation tools include Jasper, ChatGPT, and Grammarly.
*Sentiment analysis tools: *
These tools can be used to measure public sentiment towards brands and organizations. Some popular sentiment analysis tools include Meltwater, Crimson Hexagon, and Hootsuite.
*Scenario planning tools: *
These tools can be used to develop crisis communication plans for a variety of different scenarios. Some popular scenario planning tools include Crystal Ball, Analytica, and Foresight Central.
By using these AI tools, PR practitioners can become more effective in combating fake news and enhancing their ability for crisis preparedness.

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