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Today, PR professionals want to embrace AI but have yet to truly do so. A glance at Prowly’s State of PR Technology 2023 report shows that despite enthusiasm for ChatGPT, confidence in using AI is relatively low and media databases remain the go-to PR tools. Unfortunately, pros are missing out on a huge opportunity.
Machine learning has the power to help communications and investor relations teams understand and act upon larger patterns in media coverage — not to mention analyzing individual reporters’ coverage to deliver tailored news and insights. So, what’s holding everyone back?
PR People Are Intuitive — They get what’s news, they understand how things will play out in the media, with customers and among employees. It’s a great strength most senior executives just don’t have. But like all strengths, it has a corresponding weakness: the reluctance to embrace data and analytical frameworks. In fairness, data analysis of PR results has been mostly hocus pocus until now.
CEOs Think Short-Term — When it comes to PR, it’s all “what have you done for me lately?” Did the earnings call drive up the stock price? Why isn’t The Wall Street Journal writing about our latest innovation? Brass tacks: C-Suites rarely believe in a data-driven approach to communications any more than comms teams do.
AI Solutions Aren’t Ready — Lots of SaaS services offer AI-empowered tools, but few — if any — are ready for the fast-paced PR business, driven by news, where nobody has time to waste. None offers strategic insights in ways that match comms professionals’ actual real-time needs.
What’s the answer? The solution is a combination of AI and human intelligence. We built the Literate AI platform to bring together the spidey sense of great communicators with deep analysis of how machine learning impacts your brands’ reputation, from share price to press coverage. It’s a consultative process — not a magic bullet application.
Recently, we put our tool to work to understand reporters’ biases — not political but thematic — to see gaps in a company’s coverage and which journalists might be interested. Then we developed a plan to get the right story to the right folks.
If you’re willing to take the time to dig in and make up your own mind about the validity of AI for PR, we would love to talk.
To learn more please contact us or check out our website.
