AI in PR and Communication

PR and communication studies, have a critical role in creating and maintaining the communication language and also determine corporate reflexes in various instant developments, stand out as one of the areas that can most effectively benefit from the productive features of artificial intelligence. So, what do PR and communication professionals think about AI technologies? What changes will AI create in the PR industry? We asked these important questions to industry professionals for you.

Human touch is important

I think that AI will contribute and transform the PR and communications industry in terms of time and content. While AI supports the development of new, fast and creative content, it also enables combining and analyzing more data, which means it makes it possible to shape data-based insights and determine strategies. I think that in 2024, AI will enable brands to use their social media content, innovative aspects, and interact with consumers in different ways.

Last year, Golin entered a period in which it will include AI in creative processes to ensure that brands receive fast, agile and personalized service globally. As the Türkiye office, we started to receive training to use AI to contribute to our brands. We have incorporated AI into our daily workflow to produce innovations, different perspectives, idea-oriented expansions, concepts and content at the intersection of AI and creativity. With content optimization, we started to create personalized and high-quality content by reaching data-based content based on consumer reactions.

I do not think that AI technologies will affect employment much, at least in the next few years, because AI alone can only increase efficiency and quality. Analyzing and evaluating the data and shaping the possibilities without a human touch does not seem very meaningful to me. When the human brain is combined with experience, it cannot be compared to any machine technology. Therefore, AI contributes to getting results in a shorter time and more efficiently, but it is necessary to create synergy with a team that knows how to use it. – Kaan Berkan

A journey that will proceed under the control of experienced pilots

There is a rapid technological transformation in every aspect of life. As society adapted to digital transformation, the use of channels and smart tools in the communication sector began to increase rapidly. Based on the fact that creativity is at the center of our business, every development that contributes to creativity enables us to do our job better. In this context, AI applications not only increase the time between the formation of an idea and its realization, but also add great diversity to the design and production that emerges in the meantime.

However, I think it will create a transformation in our daily routine, tasks such as presentations, measurement and reporting, content and media monitoring. I think that AI is not a decision-making or creative development, but a technology with which we can do our jobs faster and easier.

I follow the developments regarding AI closely, and I believe that it is necessary to have knowledge about the possibilities of AI at a level that can inform our customers and make applicable suggestions. Today, AI not only helps manage routine tasks in many areas of our industry, but also supports organizing complex jobs. However, we should never forget that the communication industry is based on people and trust. In summary; Since humans are at the center of our business, AI is, as of today, a journey that will proceed under the control of experienced pilots…

AI is a great facilitator for communication professionals on a wide scale in the communication sector. However, to underline again, the importance of the human factor in communication will never be lost and will always come first. For this reason, I predict that AI will contribute to the creation of strong and effective communication strategies by integrating with human capabilities, even in the long term. – Ozge Uzun

Correct use of data will be important

It is clear that AI will bring change to the PR industry. Data-driven PR activities will dominate traditional PR. The industry will start to use productive artificial intelligence tools more in the coming period. AI has the potential to produce fast content, but the correct use of data will be important for qualified content that can attract media attention.

We founded the local initiative Praim in 2022. As a result of a year of intensive work with our Turkish software team, we launched Praim.ai, Turkey’s first AI – supported platform. In addition to our software team, we work with a team with nearly 20 years of experience in the PR industry. Our platform provides services in three different models. We follow more than 4 thousand publications and more than 3 thousand columnists instantly.

Thanks to AI, we scan the news in the media and see which topics attract the attention of journalists, which words are used most, and what can attract the attention of the media and the reader. We ensure that communicators using the platform benefit from data when creating content. We will soon offer a content-generating module to our users.

First of all, we need humans to benefit from the opportunities provided by AI. When we look at the reports prepared on this subject, we see that the employment share in sectors where artificial intelligence is used has not decreased, but increased. It is possible to say that AI in the PR sector will not be a threat that will cause losses to the workforce, but will have a role that will contribute to lifelong learning and encourage development among employees. AI will also take on tasks such as making sense of data and determining strategies. – Can Sackan

Published and Upcoming Chapters in the “Age of ‘Doing Intelligence’ in Marketing”

1. Technology & Developers
2. Digital
3. Solution partners and platforms
4. media planning
5. PR and communications
6. creative works
7. Brand teams
8. Media organizations
9. AI modules

Pazarlamada “Yapan Zeka” Çağı Başladı: Bölüm 5 – PR ve İletişim

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