Six situations where AI significantly helps in PR and communications

In today’s world, we are becoming increasingly familiar with artificial intelligence which helps us in performing variety of tasks such as planning trips, tracking financial transactions, or creating visual content. We can say that AI is advancing every day. But what does that mean for PR?

Public relations employ various strategies to build a better reputation and image for their clients, and artificial intelligence can be of great help in this endeavor. We present six situations where AI can be quite useful in PR.

1. Transcription Applications – Transkriptor.com i transcribe.com

These are tools that help us transcribe video and audio recordings so that we don’t have to transcribe them manually ourselves, thus saving us a lot of time. Below is an example of a transcript transcribed by the Transkriptor.com application. The downside is some grammatical errors or, for example, moments when the speaker pauses, causing the application to incorrectly transcribe the text. Also, these applications have their free versions with time limitations, and payment compensates for available minutes.

Izvor: Transkriptor.com

Source: Transkriptor.com

2. Chatbots

Moving on to the chatbots which can improve communication with clients and audiences on websites and social media, thus enhancing the user experience. One of the currently most popular chatbots and virtual assistants is ChatGPT, used by millions of people for various purposes, from writing seminars to creating greetings. Below is ChatGPT’s response when asked to write this blog.

ChatGPT writing a blog

We also had the same blog written by Bing chatbot to see how different the blogs are.

Bing writing a blog

These platforms are quite similar, but unlike ChatGPT, Bing is significantly slower and can only exchange five messages on a specific topic. However, Bing has an interesting feature where the user can request different ways of creating content – balanced, precise, or creative. Also, Bing provides links to the sources from which it “pulled” certain information, thereby increasing the legitimacy of its responses.

3. Campaign Planning 

Artificial intelligence tools can help us plan campaigns by analyzing large amounts of data. Below is an example of how ChatGPT would plan a campaign.

ChatGPT planning a campaign

4. Generating content 

Artificial intelligence has the ability to generate various types of content including blogs, news articles, and social media content. This accelerates the content creation process and improves consistency in communication. Below is an example of content generation devised by ChatGPT.

ChatGPT creating content for Instagram

ChatGPT creating content for Instagram

5. Creating visuals 

Source: Midjourney

With artificial intelligence, you don’t need to be that skilled in Photoshop. On the free platform Photoroom.com, the user edits and adjusts images for Instagram stories or reels with various effects. It’s worth mentioning Midjourney, where we can type and describe exactly what we want. We asked it to create a realistic picture of a ship. Here’s an useful tip:  when you don’t know how to communicate what you exactly want—first ask ChatGPT and then forward its instructions to MidJourney. This way, it’s possible to combine different AI tools. It should be noted that Midjourney isn’t free, but there are other popular tools like Adobe Firefly and Leonardo AI, and we recommend giving them a try as well.

6. Crisis situations and predicting trends  

Artificial intelligence has the ability to analyze data and media signals in order to recognize potential crisis situations before they escalate. For example, the Canadian company BlueDot warned of a possible epidemic in Wuhan in December 2019, using AI to analyze data from various sources such as news, social media, flight data, and infectious disease reports. Similarly, the German company BioNTech developed a new method for predicting the emergence and spread of new high-risk variants of SARS-CoV-2, based on data processed with the help of artificial intelligence.

Likewise, the ability to analyze large amounts of data serves to identify trends in the industry or among consumers. This can be particularly useful for PR professionals to adjust their communication strategies and stay up to date with the latest developments.

Izvor: Pexels

Source: Pexels

These are just some of the artificial intelligence tools that help us in business. Although artificial intelligence can be extremely useful at times, such as predicting crisis situations or creating personalized communication, people are still needed in this business. Robots are good at performing tasks but lack the empathy and creativity that PR work often requires.

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