In the fast-paced world of public relations, staying ahead of the curve is essential for success. Recently, Ashley Kearns, our award-winning social media director, and I had the opportunity to share insights and strategies with a group of public relations professionals from the Gold Coast Public Relations Council (GCPRC) on how to leverage the potential of Artificial Intelligence (AI) tools to supercharge publicity campaigns. The presentation aimed to demystify AI and illustrate how it can be a game-changer for Florida public relations pros.

Understanding the Landscape

We began by setting a foundation and understanding of what AI is and what Large Language Models (LLMs) are. We discussed how traditional methods alone may no longer suffice, and this is where AI steps in to become an important tool.

AI Tools for PR Pros

We covered various ways public relations professionals can leverage these tools to brainstorm and come up with initial ideas and concepts for their work. Some of these tools include:

• Otter.ai
• Chatgpt
• Advanced Data Analysis
• Copy.ai

We talked about how AI is already integrated into the numerous applications that many of us routinely use, often labeled as “smart.” Virtually every program we use today will have an AI engine at some point. 

Ways to Use AI Tools

In PR, AI tools can be used for tasks such as: 

• Creating email pitches
• Drafting client quotes
• Creating proposals – both the copy and the creative presentation
• Transcribing meetings and using for blogs, articles, pitches, etc.
• Reading and interpreting data sets
• Understanding sentiment 
• Reporter research

AI in Media Monitoring

Also demonstrated is the role advanced algorithms play that can help sift through vast amounts of data in real time, identifying relevant mentions, sentiment and trends. This capability not only saves time but also allows publicists to respond swiftly to emerging narratives and manage their clients’ reputations effectively.

Personalized Content Creation

AI tools can analyze audience behavior and preferences to generate highly personalized and engaging content. This not only enhances the connection between brands and their target audience but can also boost the chances of content going viral in the age of social media.

It’s important to acknowledge that implementing AI in public relations isn’t without its challenges. We discussed ethical considerations, data privacy and the importance of maintaining a human touch in communication. Striking the right balance between technology and human expertise is crucial for successful integration. Remember, these tools are there to help us. Think of it as an assistant or first draft. Always review and revise what the tools produce to customize the output.  

Our presentation aimed to inspire publicists to embrace the potential of AI in their campaigns. By incorporating these tools strategically, publicists can not only streamline their workflow but also achieve unprecedented levels of effectiveness in reaching and resonating with their target audience. The future of publicity is undoubtedly intertwined with AI, and those who harness its power will lead the way in shaping the narrative of tomorrow.

Mara Gordon

Digital Marketing Director