How to Use AI in PR - Determ

We value your privacy

We use cookies to enhance your browsing experience, serve personalized ads or content, and analyze our traffic. By clicking "Accept All", you consent to our use of cookies. Learn more in our Cookie Policy.

CustomizeReject AllAccept All

Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... Show more

NecessaryAlways Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

viewed_cookie_policy

11 months

The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.

cookielawinfo-checkbox-necessary

11 months

This cookie is set by the GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Necessary".

__cf_bm

1 hour

This cookie, set by Cloudflare, is used to support Cloudflare Bot Management.

_cfuvid

session

Calendly sets this cookie to track users across sessions to optimize user experience by maintaining session consistency and providing personalized services

_GRECAPTCHA

6 months

Google Recaptcha service sets this cookie to identify bots to protect the website against malicious spam attacks.

__cfruid

session

Cloudflare sets this cookie to identify trusted web traffic.

_lfa

1 year

This cookie is set by the provider Leadfeeder to identify the IP address of devices visiting the website, in order to retarget multiple users routing from the same IP address.

cookieyes-consent

1 year

CookieYes sets this cookie to remember users' consent preferences so that their preferences are respected on subsequent visits to this site. It does not collect or store any personal information about the site visitors.

Functional

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

cookielawinfo-checkbox-functional

11 months

The cookie is set by the GDPR cookie consent plugin to record the user consent plugin for the cookies in the category "Functional".

yt-remote-connected-devices

Never Expires

YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.

yt-remote-device-id

Never Expires

YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.

ytidb::LAST_RESULT_ENTRY_KEY

Never Expires

The cookie ytidb::LAST_RESULT_ENTRY_KEY is used by YouTube to store the last search result entry that was clicked by the user. This information is used to improve the user experience by providing more relevant search results in the future.

yt-remote-session-name

session

The yt-remote-session-name cookie is used by YouTube to store the user's video player preferences using embedded YouTube video.

yt-remote-fast-check-period

session

The yt-remote-fast-check-period cookie is used by YouTube to store the user's video player preferences for embedded YouTube videos.

yt-remote-session-app

session

The yt-remote-session-app cookie is used by YouTube to store user preferences and information about the interface of the embedded YouTube video player.

yt-remote-cast-available

session

The yt-remote-cast-available cookie is used to store the user's preferences regarding whether casting is available on their YouTube video player.

yt-remote-cast-installed

session

The yt-remote-cast-installed cookie is used to store the user's video player preferences using embedded YouTube video.

li_gc

6 months

Linkedin set this cookie for storing visitor's consent regarding using cookies for non-essential purposes.

lidc

1 day

LinkedIn sets the lidc cookie to facilitate data center selection.

sp_t

1 year

The sp_t cookie is set by Spotify to implement audio content from Spotify on the website and also registers information on user interaction related to the audio content.

sp_landing

1 day

The sp_landing is set by Spotify to implement audio content from Spotify on the website and also registers information on user interaction related to the audio content.

Analytics

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

cookielawinfo-checkbox-analytics

11 months

This cookie is set by the GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".

_vwo_uuid_v2

1 year

This cookie is set by Visual Website Optimiser and calculates unique traffic on a website.

ajs_anonymous_id

1 year

This cookie is set by Segment to count the number of people who visit a certain site by tracking if they have visited before.

ajs_user_id

Never Expires

This cookie is set by Segment to help track visitor usage, events, target marketing, and also measure application performance and stability.

_gcl_au

3 months

Google Tag Manager sets the cookie to experiment advertisement efficiency of websites using their services.

_ga

1 year 1 month 4 days

Google Analytics sets this cookie to calculate visitor, session and campaign data and track site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognise unique visitors.

_ga_*

1 year 1 month 4 days

Google Analytics sets this cookie to store and count page views.

CLID

1 year

Microsoft Clarity set this cookie to store information about how visitors interact with the website. The cookie helps to provide an analysis report. The data collection includes the number of visitors, where they visit the website, and the pages visited.

_fbp

3 months

Facebook sets this cookie to display advertisements when either on Facebook or on a digital platform powered by Facebook advertising after visiting the website.

_clck

1 year

Microsoft Clarity sets this cookie to retain the browser's Clarity User ID and settings exclusive to that website. This guarantees that actions taken during subsequent visits to the same website will be linked to the same user ID.

_clsk

1 day

Microsoft Clarity sets this cookie to store and consolidate a user's pageviews into a single session recording.

SM

session

Microsoft Clarity cookie set this cookie for synchronizing the MUID across Microsoft domains.

MR

7 days

This cookie, set by Bing, is used to collect user information for analytics purposes.

Performance

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

cookielawinfo-checkbox-performance

11 months

This cookie is set by the GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".

loglevel

Never Expires

Squarespace sets this cookie to maintain settings and outputs when using the Developer Tools Console on the current session.

countryCode

session

This cookie is used for storing country code selected from country selector.

SRM_B

1 year 24 days

Used by Microsoft Advertising as a unique ID for visitors.

Advertisement

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

cookielawinfo-checkbox-others

11 months

This cookie is set by the GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other".

YSC

session

Youtube sets this cookie to track the views of embedded videos on Youtube pages.

VISITOR_INFO1_LIVE

6 months

YouTube sets this cookie to measure bandwidth, determining whether the user gets the new or old player interface.

VISITOR_PRIVACY_METADATA

6 months

YouTube sets this cookie to store the user's cookie consent state for the current domain.

IDE

1 year 24 days

Google DoubleClick IDE cookies store information about how the user uses the website to present them with relevant ads according to the user profile.

bcookie

1 year

LinkedIn sets this cookie from LinkedIn share buttons and ad tags to recognize browser IDs.

test_cookie

15 minutes

doubleclick.net sets this cookie to determine if the user's browser supports cookies.

MUID

1 year 24 days

Bing sets this cookie to recognise unique web browsers visiting Microsoft sites. This cookie is used for advertising, site analytics, and other operations.

ANONCHK

10 minutes

The ANONCHK cookie, set by Bing, is used to store a user's session ID and verify ads' clicks on the Bing search engine. The cookie helps in reporting and personalization as well.

yt.innertube::nextId

Never Expires

YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.

yt.innertube::requests

Never Expires

YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.

_gcl_aw

3 months

DoubleClick sets this cookie to understand user interaction with the site and advertising.

Uncategorised

Other uncategorised cookies are those that are being analysed and have not been classified into a category as yet.

nevercache-b39818

session

Description is currently not available.

__Secure-ROLLOUT_TOKEN

6 months

Description is currently not available.

_lfa_test_cookie_stored

Less than a minute

Description is currently not available.

_gcl_gs

3 months

Description is currently not available.

GCL_AW_P

3 months

Description is currently not available.

Reject AllSave My PreferencesAccept All

Powered by

Skip to content

PR & Communications Table of content

Why Use AI in Public Relations?

5 Use Cases for AI in PR

Using AI​ Responsibly in PR

The Future of PR: AI’s Potential

How to Use AI in PR

Guest Blogger

Aug, 22, 2024

9 min

Are you a PR professional? Do you oversee a PR team?

Either way, you’re probably familiar with the many tasks public relations teams have to juggle.

They’re tasked with crafting compelling press releases, managing media relations, monitoring brand sentiment, analyzing campaign performance, and more.

💡 Read Digital PR Explained: Best Strategies and Tools

These responsibilities demand creativity, strategic thinking, time, and effort.

How can they get it all done without feeling overwhelmed? Artificial intelligence (AI) offers a promising solution.

In this article, we’ll cover specific ways AI can save time and improve outcomes across various PR functions, from media monitoring to content creation.

Why Use AI in Public Relations?

The most obvious benefit of using AI is that it allows PR teams to streamline processes and save time.

It can take care of routine tasks so that your team can focus on the bigger picture and more strategic initiatives like campaign strategy and optimization.

That means more successful campaigns that boost your ROI.

AI can also help you optimize your resources by providing accurate data-driven insights and predictions. That way, you can focus your efforts on where they’re needed the most.

Many PR professionals are already considering the advantages of AI.

According to PR professionals, AI will have the biggest impact on these areas:

Public relations (PR) areas most impacted by an eventual adoption of artificial intelligence (AI) according to PR professionals worldwide as of December 2023, source: Statista

5 Use Cases for AI in PR

AI tools have come to be highly valuable in many industries. PR is no different. Below are some key ways you can use AI in public relations.

1. Media Monitoring & Sentiment Analysis

Media monitoring and sentiment analysis tools use AI to scan news articles, blogs, social media posts, forums, and online content in real-time.

Image Source

For example, during a product launch, these tools can track mentions across various platforms. This allows PR teams to gauge public perception instantly.

If you release a new product and it gains unexpected traction on social media, real-time monitoring can alert your PR team to capitalize on the positive buzz.

AI can also analyze the tone of mentions, categorizing them as positive, negative, or neutral. These tools can provide sentiment analysis for a campaign.

For example, let’s say your company faces a sudden wave of negative reviews due to a controversial advertisement. You can use sentiment analysis to quickly identify the extent and intensity of the backlash. This enables swift corrective measures.

How to Get Started

  1. Identify what you want to monitor (e.g., brand mentions, industry trends, competitors).
  2. Determine the platforms and sources you want to track (e.g., news articles, social media, blogs).
  3. Choose a media monitoring and sentiment analysis tool like Determ.
  4. Configure the solution with keywords related to your brand, products, industry, and competitors.
  5. Set up filters for specific languages, regions, and media types.
  6. Categorize mentions by sentiment (positive, negative, neutral).
  7. Generate reports and dashboards to visualize data trends.
  8. Adjust your PR strategies based on sentiment analysis insights.

2. Predictive Analytics

AI tools can analyze past data to predict future trends. For example, by analyzing previous holiday sales data, AI can forecast the types of PR content that might resonate the most during upcoming holidays. This helps your PR team plan proactive strategies.

You can also use AI to identify potential risks early. As a result, you can mitigate crises before they escalate. Media monitoring and sentiment analysis tools can detect early signs of a crisis by analyzing social media chatter and news reports.

Consider this example: Imagine one of your brand ambassadors is involved in a scandal. AI can alert your PR team early so that they can prepare a response before the situation gets worse.

How to Get Started

  1. Gather past PR data, sales figures, social media metrics, and other relevant data.
  2. Choose a predictive analytics tool like IBM Watson, Google Analytics, or RapidMiner.
  3. Input historical data into your chosen tool to train predictive models.
  4. Define key metrics and trends you want to predict (e.g., consumer behavior, market trends).
  5. Review AI-generated predictions and review emerging trends.
  6. Use those predictors to inform your PR strategies and content planning.

3. Content Creation & Curation

There are many AI writing tools available that can help you generate press releases, social media posts, headlines, interview questions, outlines, and other content. With Generative AI tools like ChatGPT from OpenAI, you can quickly create content and easily customize it to fit the needs and preferences of your target audience.

Generative AI can also create images and videos for social media, blog posts, articles, and more. This allows you to create engaging visuals in minutes.

For example, let’s say that you’re launching a solution that helps retailers deliver shoppers an omnichannel customer experience. You want to add an image to complement your press release announcing the new launch. But you don’t want to use a stock photo.

You can use an AI image generator like Microsoft Designer. Here’s an image the tool generated using a simple prompt like “create an image depicting omnichannel retail.”

Read 10 Digital PR Examples to Inspire Your Next Campaign

Image provided by the author

With a bit more customization, you could tweak the image to better fit your brand personality.

Besides content creation, AI can also streamline how you curate content. These tools can analyze audience preferences and recommend articles, blog posts, or social media content.

If you’re running a campaign about sustainability, you might not be up-to-date on the most popular trends and recent changes regarding the topic. AI can suggest articles on eco-friendly practices that align with the campaign’s message, which increases engagement with your audience.

How to Get Started

  1. Determine the types of content you need.
  2. Choose a generative AI tool like ChatGPT or Jasper to generate copy for articles, blogs, press releases, ads, and other content.
  3. Write prompts to help your chosen tool generate content that’s as relevant as possible to your target audience. Include key elements like topics, keywords, tone, style, and brand voice.
  4. Review and edit the AI-generated content to make sure it’s high-quality and aligns with your brand personality.

4. Audience Analysis & Segmentation

Your PR teams can leverage AI to analyze demographic, psychographic, and behavioral data to get deeper insights into your audience.

This helps you create detailed audience profiles. You can also more easily segment audiences based on demographics, online behavior, and purchase history.

Image Source

AI also helps with precision targeting. This means you can use AI algorithms to identify the most relevant audience segments and determine the best channels and times to reach them.

By segmenting your audience, AI enables more personalized and targeted PR campaigns. That way, you can tailor messages to different audiences based on their preferences and behavior.

How to Get Started

  1. Collect data from CRM systems, social media analytics, website analytics, and surveys.
  2. Choose an AI-powered audience segmentation tool like Google Analytics, Adobe Audience Manager, or Salesforce Marketing Cloud.
  3. Use AI to segment your audience and identify trends in customer behavior.
  4. Create personalized PR campaigns for each audience segment.
  5. Tailor messaging, content, and channels to each audience segment.

5. Performance Measurement

AI tools allow you to track and analyze the performance of your PR campaigns in real time. You can get insights into engagement, reach, and sentiment.

For example, after you launch a new marketing campaign, AI can help you analyze which social media platforms are driving the most engagement and adjust your strategies accordingly.

Another valuable feature of AI solutions is that they can measure the ROI of your PR activities by correlating media exposure with business outcomes. Using these tools, you can track the impact of your PR efforts on sales and brand reputation.

How to Get Started

  1. Determine the key performance indicators (KPIs) for your PR campaigns (e.g., engagement, reach, conversions).
  2. Choose tools like Determ to analyze the impact of your communications and how your brand perception changes or compares to competitors over time.
  3. Generate reports and dashboards to visualize performance data.
  4. Implement changes based on what works and what doesn’t.

Determ uses AI to help you perform an in-depth analysis of your data in seconds. With Synthia AI, you get instant explanations for every spike and drop in sentiment. No more spending hours reading and interpreting a long list of mentions on your own.

Image Source

Using AI​ Responsibly in PR

AI has its advantages, but it comes with many limitations, such as ethical issues and data privacy concerns.

Follow these best practices to ensure responsible AI use.

Implement It to Complement Your Current Tech Stack

Consider using AI tools that integrate seamlessly with your existing technology stack. For example, you can integrate content creation tools like Jasper with your content management system (CMS). This helps you avoid the pitfalls of siloed data and redundant systems.

Another example is integrating employee scheduling apps in PR. This streamlines operations and enhances productivity.

AI can automate repetitive PR tasks such as media monitoring, sentiment analysis, and content generation, while scheduling and time-tracking apps make sure your PR team efficiently allocates resources and optimizes their work hours.

This combination allows PR professionals to focus on strategic activities, respond to media inquiries promptly, and manage their workload effectively. This ultimately improves the overall efficiency and impact of your PR campaigns.

Train Your Team

Make sure your team understands how to effectively use AI tools and interpret AI-generated insights. They should also know how to spot biased data. This prevents misuse and ensures you’re using AI technologies to their full potential.

Maintain High-Quality Data

Ensure the data you use for AI applications is accurate, relevant, and up-to-date. Implement data quality measures and regular data audits. That way, your insights and predictions are accurate and reliable.

Commit to Ethics

Establish a set of ethical guidelines for how your company will use AI in your PR strategies. Cover aspects like fairness, transparency, and accountability.

The Future of PR: AI’s Potential

Ai is likely the future of PR. It won’t be replacing jobs any time soon. Instead, it will make jobs easier for PR professionals.

As a result, they can focus their tasks on what matters most: fostering meaningful relationships with their target audience and the media.

Sentiment analysis is one of the most important tasks PR teams have to tackle. Let Determ’s AI-powered features streamline your efforts. With Synthia AI, you can quickly gain smart, actionable insights that plan your next steps.

Try Determ today to elevate your media monitoring experience.

Author’s Bio Britney Steele, born and raised in Atlanta, is a freelance writer with 5+ years of experience. She has written for a variety of industries, including marketing, technology, business, finance, healthcare, wellness, and fitness. If she’s not spending her time chasing after three little humans and two four-legged friends, you can almost always find her glued to a book or awesome TV series.