PR practitioners must use AI to improve efficiencies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2019, 7:53 AM UTC

The use of AI by the PR industry could deliver faster and optimised results.

This article notes the importance of using AI in the public relations industry. The piece highlights using AI to automate certain processes to make time for aspects like creative thinking and messaging which require human input.

The author notes that PR practitioners should use AI to send direct and relevant messages to specific audiences. AI can also be useful in faster processing of data and statistics and allow PR professionals to deal with numbers more efficiently. However, AI must not be thought of as a replacement for human creativity.

The article states that AI should be considered a tool by PR practitioners and not as a threat. It adds that businesses must not “fear” AI and big data, and should rather “embrace the trend”.  AI usage in PR can also bring in faster and optimised results.

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[5 minute read]