Exploring the role of artificial intelligence in the PR environment

By our News Team | 2023

PR has long been a people-centric field. However, we’re witnessing a paradigm shift as AI complements and enhances human efforts.

As we navigate an ever-changing digital landscape, artificial intelligence is empowering PR professionals to work smarter, not harder, enabling data-driven decisions and hyper-targeted communications.

This is according to Dr Jaco Pienaar of the University of Johannesburg in South Africa, a knowledge management expert and commentator in the mass media analysis space.

Public Relations

Illustration courtesy of Pixabay

In a recent blog post, he says the PR industry has long been a people-centric field, reliant on human intuition and emotional intelligence to engage audiences and build trust. 

However, with the rapid advancements in AI and machine learning, we’re witnessing a paradigm shift as AI complements and enhances human efforts.

Pienaar lists four ways that he believes AI is revolutionising the PR landscape:

Smarter media monitoring and analysis

AI-powered tools can now sift through vast amounts of data, analyse sentiment, and identify patterns in real time. In practice, this means the PR professional can monitor brand reputation and respond to any potential crises far more effectively.

Personalisation of messaging

AI algorithms excel at crunching numbers and analysing patterns, making it possible to identify the ideal audience segments for a specific campaign. With AI, public relations practitioners can craft highly personalised messages that resonate with their target audience, ensuring a stronger connection and lasting impact.

Enhanced content creation and curation 

PR professionals know that content is king. AI-powered tools like natural language processing and generation can assist in creating and curating engaging content. By automating repetitive tasks, PR teams can focus on strategic thinking and creativity – the core elements that set a campaign apart.

Predictive analytics and forecasting

Understanding future trends is crucial for any communications strategy. AI allows practitioners to analyse historical data and predict potential outcomes, empowering them to make pro-active, data-driven decisions.

“While AI cannot replace the human touch in PR, it undeniably has a significant role to play in enhancing and streamlining PR efforts,” Pienaar says.

“By embracing AI, PR professionals can harness the power of data, optimise their strategies, and deliver more impactful results.”

You can read the original post here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.