Over the years, public relations (PR) strategies have evolved significantly, transitioning from a traditional media-focused model to a dynamic, digital-first approach that focuses on authenticity and real-time engagement. Key shifts have included the rise of social media and other digital platforms, a tidal wave of influencers, a focus on data analytics, and now, the adoption of artificial intelligence (AI).
Current trends in PR show that AI is being used for predictive analytics, campaign personalization, and the automation of repetitive tasks. Let’s dive in to better understand these trends and how they will likely impact PR in the near future.
In the first post of this four-part series, we’ll focus on the applications of AI in public relations and how the latest AI-powered technology is reshaping traditional strategies.
The Rising Applications of AI in PR
Artificial intelligence is changing the way many industries operate.
For marketers, AI can help create, test, and personalize content, automate workflows, and design immersive experiences that engage audiences.
In retail, AI provides personalized recommendations, streamlines inventory management, improves operational efficiency, and facilitates data-driven decision-making.
And then there’s public relations.
While PR overlaps with many industries, including marketing, technology, and consumer goods, there are unique AI use cases, especially when considering the future of communication. AI is transforming how PR professionals engage with the media and communicate with their target audiences through the following vehicles.
Media Monitoring and Sentimental Analysis
Before artificial intelligence and media monitoring tools became available, PR teams would manually scan websites, news outlets, and social media to identify mentions of their brand. This process is time-consuming and prone to error.
Unlike humans, machine learning models can scan thousands of sources in real time, collecting data on mentions, sentiments, and trends. While PR professionals focus on other, high-level tasks, these monitoring tools can provide insights into how the public perceives a brand.
Natural language processing (NLP) algorithms can help PR teams detect shifts in public opinion, identify tone, and analyze language patterns to inform their strategies. This data is then used to optimize campaigns in terms of messaging and overall planning, allowing brands to protect their reputations.
For those in the outdoor industry, AI can help identify emerging trends or relevant conversations within the community. PR teams can then align their communications with these interests, experiences, or concerns to ensure greater authenticity.
Social Listening Tools and Audience Engagement
Those in PR understand the value of social listening that tracks conversations related to products, the overall brand, and competitors in real time. AI has significantly improved this strategy, providing insight into audience behavior, influencer sentiment, and trending topics without investing more time or human effort.
Automating Content Creation
When the goal is to scale content production, AI-powered tools can assist with:
- Press releases
- Social posts
- News articles
- Emails
- Templates
AI tools are capable of analyzing customer responses and language patterns, enabling PR professionals to craft messages that resonate with their target audiences.
In terms of writing drafts, AI can create the first copy using data-driven templates. PR professionals can then step in to refine messaging, especially if they want to add a more emotional touch. They can also utilize AI to draft briefs, allowing their writing team to benefit from AI-generated insights.
Whether it’s personalized communication, trend forecasting, or crisis management, AI-powered tools are helping PR teams maximize efficiency while staying informed.
When done correctly, AI tools, although an initial investment, can lead to significant cost savings.
A New Era Is Here, But AI Won’t Replace Humans
Many marketing and PR teams already use AI-powered tools to manage campaigns, engage with customers, and analyze data. However, some are still hesitant to do so because they worry that AI will disrupt human roles.
Yes, AI will automate many tasks that once required human input, but it cannot replace human creativity, storytelling, and genuine connection. Intuition and emotional intelligence are required by humans — AI is more of a partner that complements the skills of PR teams. By reducing human workloads, AI enables PR professionals to focus more on the strategic and creative aspects of ongoing campaigns, as they no longer need to worry about routine tasks.
What’s Next?
When considering the future of AI in public relations, applications will begin to move beyond automation, enabling teams to create more personalized and interactive experiences. Augmented reality (AR) and virtual reality (VR) are providing numerous opportunities to engage with audiences in a more genuine and captivating way.
These tactics are already being implemented by some brands, especially those in the outdoor hospitality and travel market, as they help customers gain a more realistic glimpse into what they would experience if they booked their next trip or committed to that next big outdoor adventure they’ve been researching.
Whether you’re aiming to enhance your paid media strategy, develop a more holistic PR approach, or need assistance with reporting and key trends, AI tools can help with some tasks. For others, who require more specialized support, Watauga Group can help ensure your strategies are aligned for greater cohesion, collaboration, and overall success.
Want to discuss the best ways to implement AI within your current PR strategies as an outdoor, travel, or tourism brand? Let’s chat about how we can help.
